Adobe has agreed to acquire ContentCal, the social media and content planning tool.
While the tool is primarily for marketers, the move adds momentum to the expansion of Adobe into the CX space. After all, the solution provides a powerful Voice of the Customer (VoC) capability.
Equipped with social listening functionality, ContentCal scans multiple social platforms, sifting mentions and messages relating to the company into a single inbox. There, CX teams can assess the VoC, filter feedback, and uncover emerging trends.
Additional integrations with a CRM may also enable companies to capture the social profile of various customers and track their experience across different channels. Such a strategy allows Adobe to support clients in enhancing their digital transformation programmes.
An approach of this ilk is integral to the future of CX. As Forrester recently reported: “Customers are connecting with brands through digital touchpoints in new ways and at a higher volume.” By monitoring how customers move across these touchpoints, businesses may harness more data and better assess customer actions.
Adobe may soon make this possibility a reality, having CRM and other contact centre technology providers within its partner programme. The recent addition of Braze, the customer engagement platform, is an excellent example.
However, ContentCal has many other features, which Adobe will likely take full advantage of and evolve further. Combining these with its existing, extensive range of creative tools, Adobe will focus on creating excellent digital experiences across any channel.
Andy Lambert, director at ContentCal, shares this aim. He says: