Why air carrier Vistara is tapping Adobe's cloud analytics offering

Air carrier Vistara, a joint venture of Tata Sons and Singapore Airlines, on Thursday said it will tap Adobe Systems Inc.’s cloud analytics in order to offer better customer experience.

Under the partnership, the company said it would use Adobe's Experience Cloud, which comes with Analytics and Campaign software solutions, to strengthen its data foundation and enable personalised experiences for its Club Vistara members. Club Vistara is a frequent-flyer programme.

The airline plans to use Adobe Analytics to derive accurate, timely and insightful data that will translate into actionable customer intelligence insights, and enhance business decision-making, said Ravinder Singh, chief information and innovation officer at Vistara.
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"Adobe Campaign will allow Vistara to deliver seamless cross-channel experiences across email, web and mobile for Club Vistara members. It will also enable automated campaign orchestration that will help the company to deliver relevant and personalised content as well as offers across channels for Club Vistara members," Singh added. 

Commenting on the tie-up, Adobe said the partnership will enable Vistara to offer better journey-management features to its customers via Adobe Campaign.

"Vistara will also leverage advanced machine learning and artificial intelligence capabilities powered by Adobe Sensei to discover deep insights and uncover hidden opportunities," said Kulmeet Bawa, managing director of Adobe South Asia.

“Customer experience has emerged as the biggest differentiator for successful businesses across the world. Companies that understand their customers and deliver seamless experiences across all touchpoints are standing above the crowd and seeing success in the marketplace," Bawa said.

Last month, in an interview with TechCircle, Adobe India managing director Shanmugh Natarajan had said that driving an artificial intelligence platform was the focus of the company.
 
As part of its digital transformation, Adobe had moved all its software to the cloud in 2013 and has now embedded an artificial intelligence-driven platform into its offerings.

The platform, Sensei, is a unified artificial intelligence and machine learning framework that aims to provide deeper and more meaningful insights into customer data to improve output. Natarajan had told TechCircle about how his company plans to invest in making Sensei more accessible.