In an age where personalisation is a big thing, enterprises need to be more mindful of being relevant and relational to customers while ensuring that data security is not compromised. A newly-announced strategic partnership among Adobe, IBM and Red Hat aims to enable companies to deliver more personalised experiences across the customer journey, driving improved engagement, profitability, and loyalty.

The partners will help accelerate digital customer experience transformation and strengthen real-time data security for enterprises, with a focus on regulated industries such as such as banking and healthcare.

This alliance will leverage Adobe’s marketing expertise, IBM’s deep industry knowledge and technology innovation and Red Hat’s open standards approach to hybrid cloud.

Customers at the centre

Today’s business involves putting customers at the centre and creating experiences that make their lives better.

“Creating these experiences involves and creates quite a bit of data. That is why we see Chief Marketing and Chief Digital Officers becoming stewards of critical enterprise and customer information, a trend accelerated by the COVID-19 pandemic as ever more customer interactions move online,” said Bridget van Kralingen, Senior Vice President for Global Markets at IBM.

“However, with data comes responsibility, implications around trust, regulatory and security compliance, and ethics. This partnership is about helping enterprise clients achieve an experience-first approach, while at the same time safeguarding data. As we do that, we drive more thoughtful customer experiences, which translates into more profitable businesses for our clients,” she added.

The partnership will initially focus on deployment flexibility with hybrid cloud; enabling Adobe Experience Manager for financial services; and extending IBM Services across all of Adobe’s core enterprise applications.

“Now more than ever companies are accelerating their efforts to engage customers digitally. We are excited to partner with IBM and Red Hat to enable companies in regulated industries to meet this moment and use real-time customer data to securely deliver experiences across any digital touchpoint, at scale and compliant with regulations,” said Anil Chakravarthy, Executive Vice President and General Manager of Digital Experience at Adobe.

“Through this collaboration, Adobe, IBM and Red Hat are enabling organisations to deliver great digital experiences in any environment with flexibility and speed across the hybrid cloud, whether in on-premises data centers or across multiple public clouds,” said Ashesh Badani, Senior Vice President of Cloud Platforms at Red Hat.