Adobe is best known for its Experience & Creative Cloud businesses. For over the past decade, it has become the dominant force in Customer Experience Management, the go-to technology brand for digital marketing and digital creation. What gets lost, it’s even painful to find it on the Adobe website, is another cloud altogether, the Adobe Document Cloud. It’s the least sexy of the clouds but in our analysis the most important.
First, let’s put Cisco into context. Cisco is a giant with over 60,000 partners generating 85% of its revenue. Technology firms that sell through partners historically had a hands off approach to the customer experience (CX), as managing the customer is considered the partners job. Over the past few years this analyst has seen first-hand the enormous disconnect that such an approach to CX can generate. In a nutshell, the tech firm thinks the customer loves them (after all they spend money on their licenses and products), but in reality the customer loathes them, as nothing works as promised, and they are left to pick up the pieces and sort the mess out themselves.