The name of the new customer-experience game is “personalization.” But the amount of data it takes to personalize CX and deliver at scale present challenges. Small bites in the form of broken-down, simplified methods and use cases can help companies get there.

The right approach for overwhelmed businesses is sometimes to “think big and start small,” said Todd Schwarz (pictured), global delivery lead of Adobe technologies at Accenture Interactive. In the case of one-to-one personalization, a potentially time-consuming and sprawled-out process gets more feasible by simplifying all steps involved.

“We need to be thinking about how we can create content quickly, how we can create art quickly, how we can go and operationalize that globally,” he said. Companies can start with some initial use cases, learn from them, and then scale them out and build on them. A framework that brings all the CX components together in one place can simplify execution, he added.

Schwarz spoke with John Furrier (@furrier) and Jeff Frick (@JeffFrick), co-hosts of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during the Adobe Summit in Las Vegas. They discussed how integrating CX tools can make executing use cases simpler (see the full interview with transcript here). (* Disclosure below.)

Self-service wins big in personalized CX

Accenture Interactive provides a “customer-experience engine” or “framework” for clients. It is uniquely able to integrate different pieces together. For example, some clients may be introducing Adobe Inc.’s new Experience Platform for CX or its Commerce Cloud. They don’t have to throw out any existing technologies to do so. Accenture will help fit them all together, Schwarz explained.

Key features in Adobe’s latest offerings aim to help marketers and line-of-business people move quickly without friction. For example, they can use personally identifiable information data in more of their tools securely. And Adobe’s real-time customer profiles render useful data for personalizing marketing messages.

When companies have a platform that streamlines CX and simplifies processes, innovating and introducing new use cases becomes easier, according to Schwarz. “The more you can empower a business person and a marketing person to do self-service, the bigger win you’re going to have,” he concluded.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of Adobe Summit 2019. (* Disclosure: TheCUBE is a paid media partner for Adobe Summit 2019. Neither Accenture Interactive, the sponsor for theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE