Delivering a differentiated value to the digital customer with a digital experience platform

by Anna Munhin Dec 2, 2022 News
Delivering a differentiated value to the digital customer with a digital experience platform

The days of customers only visiting the organization's website are long gone. We have come a long way with the use of tablets, phones, and even virtual assistants, which can all be used to communicate with customers. If your customer is using other media to get in touch with you, then having a functioning website with an e- commerce module isn't enough.

If you want a unified experience for your customers based on their location, devices, and other personal details, you need a legacy content management system. The adoption of a Digital Experience Platform is very important.

Dxp is an evolved form of theCMS.

A DXP is a platform that houses core digital technologies and connects the content on a site to elements such as e- commerce, customer experience, marketing automation, user testing and more. The customer is put at the center of a DXP, which is an evolved form of aCMS.

Digital product vendors offer a platform called a DXP that can adapt to the changing needs of their customers. It is intended to help organizations deliver the best experiences to their customers. It is possible to integrate customer understanding, actionable insights, personalization and recommendation under one umbrella. Artificial intelligence and machine learning can be used to personalize web pages, emails and more for an audience of one rather than grouping them into segments. There are different types of DXPs, such as CMS DXP that help with demand generation, Portal DXP for workflows automation and front-end presentation, and Commercial DXP for promotional content.

There is a value of DXP.

Control over the customer's experience has been increased.

In this multi- channel world where the customer can be anywhere, the integrated customer experience offered by DXP allows organizations to streamline every form of customer interaction. There were other systems that were used to study and understand the customer before DXPs. All of them were in a silo. Data silos are eliminated with the use of a DXP. Customer retention is helped by this consistency. Customer experience enriched by integration of capabilities It's a measure of how well you understand the customer and respond to them in the right way. A Dxp is focused on satisfying the customer.

A design approach based on the internet.

DXPs can collect raw information in a structured way with the use of an API first design approach. The organization has a tech stack that includes marketing, commerce, and customer support platforms. The integration can help with machine learning-led insights to offer better customer service. It is possible for a salon to take customer appointments over Facebook Messenger and have that data transfer across all of its channels so it is there when the customer logs into that salon's website. It is possible to determine the right experience for customers on whichever platform they prefer. This would be hard to execute withlegacy systems. Deeper flexibility for businesses to roll out customer-centered approaches is brought about by these advanced capabilities.

The use of artificial intelligence is optimal.

Customer data can be gathered from across channels, including browsing habits, purchase history, responses to marketing campaigns and so on. This data can be used to improve the user experience across the board. It is convenient when streaming video platforms recommend content to you based on your preferences. 70% of consumers expect companies to deliver personalized interactions, according to McKinsey. Customer data platforms are newer platforms that collect and unify customer views from multiple channels. The capabilities of a CDP make modern DXPs moreholistic.

A flexible architecture is offered.

It is easy to modify the architecture of a platform with the help of DXPs. Scaling quickly and reducing dependency on a single vendor are some of the benefits of unbundling monolith services. Marketers and developers can scale independently. Content can be re-used across multiple environments. Customer journeys can be enhanced with an integrated business configuration and command center approach.

Do you think your business needs a Dxp?

The answer is clear if your organization has revenue sources from multiple digital channels and has a large online presence. It's important to identify your business goals and determine the right key performance indicators that you want to track before you finalize on a DXP. It's a no-brainer for your business to be future-proof.

The Vice President and Head of Delivery at the company wrote the article.