Adobe awards three ANZ brands for reforming their customer experiences

Amy Robson, Senior Marketing Manager, APAC at Adobe

Adobe has announced three companies from Australia and New Zealand as winners of its prestigious and global Adobe Experience Maker Awards. The Experience Maker Awards recognise and celebrate brands worldwide that are using Adobe Experience Cloud to reimagine customer experiences through innovative, bold and impactful outcomes.

What were Adobe’s thoughts to stand ANZ brands?

Amy Robson, APAC Senior Manager at Adobe, said its global kudos to the awarded ANZ brands and individuals being recognised for transforming customer experiences with Adobe Experience Cloud applications. “The Adobe Experience Maker Awards shine a light on the most innovative breakthroughs that are changing customer experiences around the globe.”

“We’re delighted three customers from Australia and New Zealand ranked amongst the best in the world. A huge congratulations to Hesta, Transurban and New Zealand’s European Motor Distributors, as well as their incredible partners and AKQA, on the high-impact ways they are transforming the digital economy,” Robson further commented.

Who were the three ANZ companies recognised?

The three Australian and New Zealand companies recognised for making their mark are:

The Architect: Global Winner HESTA

  • HESTA, nominated by AKQA, a pension fund for health and community service workers in Australia, knows that shaping seamless, personalised experiences is essential to building a frictionless member experience. The firm prioritised investing in connective tools to streamline communication and guide members toward better retirement outcomes.

The firm leveraged Adobe Experience Cloud solutions, including Adobe Analytics and Adobe Experience Manager, to synthesise customer journey content and create six segments based on characteristics like life stage, account balance, investment, product, and performance.

This ecosystem transformed HESTA member statements into interactive and personalised experiences, leading to a 16% increase in net promoter scores, with 70% of members reporting increased confidence in their financial future after viewing their statements.

Experience Maker Team of the Year: European Motor Distributors

  • European Motor Distributors nominated by, the local representative and importer for Volkswagen Group brands in New Zealand, completely restructured its traditional digital and brand marketing teams to create a customer engagement team within an intensive 6-month period. This organisational change was a key part of a larger goal to connect data and insights across brands to build loyal, lifelong customers.

The formed Customer Engagement Team took on a collaborative approach to strategy, content, persona-based nurture campaigns, and customer lifecycle programs, shifting European Motor Distributors from a business-focused to customer-focused organisation.

The European Motor Distributors team overhauled the Audi-lead nurture journey to focus on relevant content for individual customers rather than vehicle features. It also used survey data to develop five personas and built a complex 30-email end-to-end customer journey.

The company’s structural transformation and innovative approaches have led to significant business growth and opportunities. Using multiple solutions such as Adobe Marketo Engage and Adobe Experience Manager, the team more than tripled the top-of-funnel pipeline and increased lead-to-test-drive conversions by 30% between June and December 2021.

APAC Experience Maker of the Year: Victoria Xiao, Transurban

  • As digital optimisation capability lead at Transurban, Victoria Xiao headed the toll-road operator’s initiative to switch clients from call centres to digital support channels. The firm manages multiple roads and businesses but organising and syncing digital assets across disparate digital platforms to forge a complete customer journey was challenging.

To consolidate and analyse data across touchpoints, Transurban implemented Adobe Experience Cloud solutions, including Adobe AnalyticsAdobe Audience ManagerAdobe Experience Manager, and Adobe Target. Using data gathered from Adobe Experience Platform Launch, Xiao identified common online issues for clients and proposed improvements.

She then leveraged Adobe Audience Manager to create segments and provide personalised content for segments using Adobe Target. As a result of Xiao’s leadership, the company’s digital self-service success rates increased by 15%, call centre volumes decreased by 10%, and net promoter scores increased by 7.6% month over month. Learn more about the Adobe Experience Maker awards and see a full list of global winners on the Adobe website.