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How Adobe CXM Playbook is ‘Making Every Moment Personal and Every Experience Shoppable’

April 7, 2020 |
Adobe CXM Playbook

In the very first online Adobe Summit of 2020 that took place on March 31st, one of the topics that was covered was the introduction of a product called CXM playbook.

The CXM playbook, introduced at the Summit by Anil Chakravarthy, Vice President and General Manager of Adobe himself, is based off of years of experience in customer insights, as well as the belief that the products we’re producing today are not just about the technology but more about people and processes. The CXM playbook is a guide that helps teams build products around a common vision that they hold and provides the team with a plan to follow and reach the vision and goals they want to achieve collectively.

The six areas the CXM playbook is divided in:

  1. Digital First: This refers to making sure that there is a digital strategy put in place by your team/company where you are making sure that the customer comes first.
  2. Data & Insights: Putting emphasis on the data being collected, and making sure that it is providing the necessary insights that help shape and inform the decisions.
  3. Scalable Content: Taking into consideration all the channels you are managing and making content available on each of these based off of personal customer needs.
  4. Optimized personalization: Create experiences that are based on specific customer needs.
  5. Customer Journey Management: Think about how these customer experiences can be delivered across each channel with personalization and AI in mind.
  6. Pervasive Commerce: A guide to make sure you are embedding shoppable experiences in order to guide revenue growth and provide value to your customers.

The CXM playbook is based off of these 6 main areas as they provide a guide to create great customer experiences. With the addition of self assessments throughout you are able to see how you’re doing throughout and share it with your team.

In a session led by Aseem Chandra, on “Making Every Moment Personal and Every Experience Shoppable”, he delves on the topic of experience driven commerce and why content and commerce is extremely important in being able to achieve customer experience management (CXM).

Three Key Trends That Are Driving Experience Driven Commerce

He mentions how there are three key trends that are driving experience driven commerce:


This refers to how businesses need to respond with agility- “the moment of need is becoming the moment of conversion.” Chandra speaks about how it is our job to respond to this context so our customers are inspired to interact with us.

Adobe continues to experiment with Adobe Experience Manager and Magento commerce in order to bring these applications closer together. This is important, as creating a seamless interaction will help teams build products faster and easier.

An example of this can be seen as AEM is now a cloud service platform. This means that it is always up to date and teams are able to innovate faster and achieve a higher ROI. By bringing Magento Commerce and AEM closer together, teams of designers, content creators, and marketers are able to seamlessly create content into commerce.

Omni-Channel Experience

With the constant changes, such as the most current on with an increase in working from home- there is a growth in online experiences and consumers are expecting these experiences to be ready whenever they are ready to interact with these.

Brands are constantly struggling to deliver consistent and connected experiences across all their channels. With the interaction of AEM and Magento, you can update the content on these in real time and be able to deliver amazing experiences without having to write extensive amounts of code.


This is playing on the idea of ‘one size doesn’t fit all’. Personalization isn’t a new concept but having the right tools can help enhance the experience even further.

Adobe Sensei uses discovery intelligence, authoring intelligence and delivery intelligence in order to personalize the different tools and assets to accommodate whoever is using these.

Aseem Chandra introduces these concepts in order to show how these are key in building a successful CXM playbook and in turn, create great customer experiences for our current and future consumers!

All of the aforementioned products made the CRM playbook quite a coveted invention. Always trust Adobe to introduce tools that help deliver better products and quality to the customers.

Learn more about the CXM playbook here:


Harpekhna is a UX designer at DCKAP. She was born in LA to Indian parents, brought up in Mexico City and studied in Vancouver. When she's not designing she's improving her photography skills, painting and drawing and planning her next travel adventure

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