Updated: May 4
Let’s be really clear here - if you don’t find a way to provide a superior customer experience, your customers will leave you for someone who does, quickly.
An optimal customer experience is not nice to have anymore, it's simply expected and so finding solutions that can help you create and manage an optimal customer experience is imperative to ongoing business success.
Enter the digital experience platform (DXP)…
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DXPs are a relatively new breed of software solutions used by organisations to build and improve their websites, mobile applications, and other platforms continuously. A DXP can help you manage consistency across the growing number of customer interaction points, it works as a central platform to aggregate and orchestrate essential customer data and through a flexible architecture allows developers and marketers to make changes both quickly and independently of each other.
In simple terms, a digital experience platform or DXP is a piece of software that enables you to track the customer journey of activities, behaviors, interactions and locations throughout the entire lifecycle of purchase. By integrating all of your systems easily, across the different areas of your business, you can get a clear view of the behaviour of your customers.
With that said, let’s take a closer look at some of the ways your organisation could benefit from introducing a DXP.
Deeper customer insights and accelerated personalisation with AI & ML
A DXP can help you achieve a more transparent view of the customer. While there are obvious benefits to establishing a consolidated view of the customer data hiding in all of the disparate systems in your business, being able to take that information and learn from it in order to make improvements to your customer’s experience in real time is how you begin to take things to the next level. When you combine the aggregated data sources from your business in your DXP with Artificial intelligence (AI) and Machine Learning (ML), you get incredibly powerful results.
I’ll give you an example - It’s highly likely that your marketing team is spending hours creating email campaigns that are somewhat segmented for your audiences in an attempt to personalise content. The problem is, you still can’t deliver personalised content to everyone on your email lists, meaning that you’re missing out on the 80% conversion increase that personalised content can provide.
But by combining the power of AI & ML with the data from your DXP, you can easily track customer interactions across things like previously read blog posts, interactions on your website and previous emails to build algorithms that can create highly personalised emails to every customer by analysing a customer’s topics of interest and reading patterns to recommend the most relevant content, enabling you to effortlessly create high converting marketing campaigns.
Flexibility and future-proofing through an intelligent architecture
In addition to providing deeper customer insight benefits, the intelligent and flexible DXP architecture provides you with the flexibility required to future-proof your digital customer experience. A DXP leverages a microservice architecture, which in basic terms, enables you to continuously develop and deliver into production, large, complex applications.
This is particularly useful for an organisation that wants to put themselves in a position to continuously scale and evolve their technology stack and applications to meet the changing needs and demands of their customers (spoiler alert, this should be all organisations) and especially as more and more brands begin to look to IoT devices to improve the customer experience.
Having an attractive website or mobile app is good, but more substantial gains in customer experience require processes to be re-optimised with the customer in mind.
Remember - real digital transformation spans both the experience layer and the core of the operation.
Charlotte Fuller is an award-winning digital transformation consultant. She helps manufacturing SMEs get to the heart of what their customers want, so they can create competitive, customer-led digital strategies to grow their business. Take her FREE QUIZ to find out what digital technology is right for your manufacturing SME here.