Adobe Systems
The Situation
Adobe Systems creates software solutions that revolutionize how the world engages with ideas and information. Adobe faced post-acquisition integration challenges to serve a diverse, global customer base that spans from individual consumers to Fortune 50 enterprise accounts. The company needed to better understand the unique customer care requirements of each individual customer segment in order to develop a go-to-market approach that was more scalable and cost effective. Ultimately, the client sought to create a differentiated customer experience that would enhance overall brand value and increase customer loyalty.
The Approach
Solid State was retained to define and crystallize the most effective customer care experience for each customer segment. Once defined, we conducted primary and secondary research to understand Adobe's competitive market position - and the value ascribed by each defined customer segment to individual features of their customer care experience. These features, which included both tangible and intangible attributes, were mapped in order to clarify the biggest customer satisfaction drivers. Solid State further established a comprehensive benefit architecture that defined core elements of the organization's go-to-market value proposition, and defined a roadmap to create external messaging and communications to promote the differentiating benefits.
