Designing a Customer Centric Strategy for Adobe

Challenge

The Strategy Group and Adobe joined forces to undertake a transformational program of work that started with reshaping Adobe’s customer strategy from the lens of the customer. Seeing the world through the eyes of the customers enabled Adobe to identify the most compelling areas for change and growth that are meaningful for customers and strategic in nature for Adobe.

Approach

From Design Thinking to a 12-week Lean Startup program

The Strategy Group  travelled to Hong Kong, Singapore, Shenzhen and Shanghai and conducted customer interviews with a sample of Adobe’s top enterprise customers in the region. The goal was to uncover aggregate opportunities across the region that could be strategically addressed using design- led methods.

Working with the Managing Director for Adobe Global Services Asia Pacific we used Design Thinking tools to analyse the customer pains, gains and jobs to be done to ensure Adobe’s customer strategy evolves in line with true customer needs.

The insights from the interviews were distilled, analysed and discussed with internal stakeholders to apply a customer centric lens to the evolving forward- looking regional strategy. The project embedded a deep customer centric focus into Adobe’s strategy and customer engagement model.

Outcomes

• Focus on customer-centricity embedded at leadership level
• Detailed customer insights to inform strategy and broader business activity
• Facilitation of a Strategy Offsite to define a new customer centric strategy across the APAC region
• Final customer centric strategy deliverable

The deliverables we provided on this project include:

• Report and presentation of the customer insights
• Facilitation of a Strategy Offsite to define a new customer centric strategy across the APAC region
• Final customer centric strategy deliverable.