The customer experience is everything.

Adobe Experience Forum

Thursday 20 June 2019 | 8:30 - 13:00

Van der Valk Hotel Brussels Airport

Adobe Experience Platform Partner Event
The customer experience is everything.
Please join us at Adobe Experience Forum - the second edition of an exclusive invite-only event - and discover strategies to transform your business and deliver personal and engaging customer experiences.
Your customer experience to the next level
In this edition we guide you to keep pace with increasing customer expectations while driving business growth. Centered around the main theme – customer experience – we offer a selection of breakouts to get you maximum value from the morning event.
New into digital experiences?
Hear from experts how to build a roadbook to advance your customer experience and start building a digital foundation that is powerful, secure, and scalable to create the best customer experience.
…or an experienced veteran?
Find out about Adobe’s latest additions to its portfolio: Magento Commerce Cloud, Adobe Experience Platform and Marketo Engagement Platform. Or learn tips and best practices how to run an experience business through a data driven operating model.


Van der Valk Hotel Brussels Airport
Culliganlaan 4b
1831 Diegem, Belgium



08:30 Welcome
09:00 The customer experience is everything Jamie Brighton  


Gino Van Ossel*, professor Retail & Trade Marketing at Vlerick Business School

Trends in Customer Experience Management

  • The trend towards an end-to-end view of the customer journey (not only the path to purchase, but also the usage/consumption stage that follows)
  • The challenge of obtaining data after the actual purchase
  • The benefits and challenges of a personalised approach (‘the segment of one’)
  • The advantages of optichannel relative to an omnichannel approach
  • Convenience as the new loyalty, and hence the need for a CES (“customer effort score”) KPI complimentary to the omnipresent NPS
09:40 Jamie Brighton interviewing Gino Van Ossel* Jamie Brighton & Gino Van Ossel*  
  Room 1 Room 2 Room 3
09:45 How data and technology merge to drive connected advertising experiences  Roadbook to become Experience business Better together: The unrivalled B2B Adobe Experience Cloud
  Emmanuel Marchand Sanne Erven Max Biedermann
  As an independent and agnostic DSP, Adobe Advertising Cloud believes that advertisers and marketers need to be in control of their valuable data and media delivery for successful advertising experiences across every touchpoint. Learn how brands use modern tools to bridge the gap across ad tech and martech to deliver value to consumers and maintain control of their data. The path to an experience-driven business: Capabilities that enable organisations to optimise the value of their customer interactions. Adobe’s Digital Experience Assessments have helped hundreds of businesses evaluate their current-state digital capabilities, identify their main barriers to success and prioritise next steps to become an experience-driven business. In this session, experts will provide an account of the most typical challenges  and share solutions that have enabled organisations to build a path to become more customer- and experience-centric. Together with Adobe, Marketo is building an Experience Cloud to help B2B marketers engage with their customers like never before. Learn about the strategic vision powering our collaboration, and get insights into the longer-term future of the B2B Experience Cloud.
  Room 1 Room 2 Room 3
10:45 Running an experience business: introduction to DDOM (data driven operating model) Building your digital foundation with Adobe Experience Cloud Meet Adobe’s new commerce solution – Magento Commerce
  Waldo Smeets Marc Meewis, Pascal Thomas Frédéric Seiler
  At Adobe, we have a Creative Cloud business that can tap directly into our enterprise tools. While we enable some of the world’s largest brands to transform their businesses, we had to engage in the journey ourselves. A critical piece of this process was the introduction of our data-driven operating model, or simply “DDOM” as we refer to it internally. This model fundamentally shifted how we operated by creating a common language around data. From individual contributors to the C-suite, any decision that impacted the overall customer experience had to be made with insights and not purely intuition or educated guesswork. Great experiences start with great content, but they don't end there. You need an efficient way to create, manage and deliver that content to all your relevant channels. You need rich and granular insights about your customer and all their interactions. And to truly deliver the right experience at the right time, you need an integrated set of systems and processes that work seamlessly together.
Adobe made big news in 2018 with its acquisition of Magento, a leader in B2C and B2B cloud commerce. Find out why Adobe is so excited to welcome Magento to the Adobe Digital Experience family of products. Get an in-depth look at the capabilities and innovation that Magento can enable for your business and see why it was named a leader in the 2018 Gartner Magic Quadrant for digital commerce.

Customer story


Devid Dekegel | Head of CCX Communication Data & Analytics at Colruyt Group

The digital transformation journey of a diversified retailer

Famous for food retailing the Colruyt Group consists of over forty brands serving consumers and businesses in non-food, fuel, wholesale and foodservice.
In this session you’ll hear how the organisation has built the foundation for personalisation at scale; online and offline, across their portfolio of brands.
Devid will outline how Colruyt started their journey several years ago, where they’ve invested in the Adobe Experience Cloud and what they’ve learned along the way in driving relevant experiences across the customer journey.

Join us as we present:

  • Closing the gap between Data Science / Web Analytics / Digital Platforms
  • The role of Adobe Experience Cloud in advancing digital initiatives and accelerating transformation
12:00 Live demo on AI, user experience and personalization Marc Meewis, Pascal Thomas, Bart Van de Wiele  Adobe AI / Adobe Experience Platform
12:15 Closing  Jamie Brighton  
Agenda is subject to change
* Professor Gino Van Ossel is one of Europe's leading experts in retail management and the customer journey. He specialises in shopper behaviour, retail strategy, channel management, e-commerce and omni/opti-channel.
After 20 years of experience he has developed an unrivaled understanding of the shopper's journey from the earliest buying intention to the actual purchase. Having worked in different industries, he has developed specific expertise in food retailing, fashion, consumer electronics, decoration and do-it-yourself. His current interest is the impact of the internet on our shopping behaviour. He specialises in omnichannel strategies, integrating the digital and physical world.