In today’s digital world, organisations need to build healthy relationships with their customers and offer them the best-in-class experience to stay competitive. These days, more organisations are looking for ways to deliver personalised, optimised and integrated engagement across various channels and connect with their people. For this reason, the digital experience platform (DXP) is riding the waves! It is an integrated suite of tools designed to promote meaningful relationships by enabling you to speak and listen to your prospects, customers, clients, partners, employees and others.
Basically, DXPs are enterprise software applications designed and developed to cater to the needs of the organisations undergoing digital transformation and willing to provide a better customer experience. DXPs provide businesses with an architecture where they can digitise their business operations, build sound relationships, connect to their customers and prospects and collect actionable customer insights. You can think of it as a set of technologies and capabilities that support the creation, delivery, optimisation and management of personalised digital customer experiences
Features of a digital experience platform
The most common functionalities of DXPs include:
- Customer experience (CX) customisation
- APIs for authoring, administration, interoperability and delivery
- Content and experience analytics
- Content authoring, collaboration and workflow
- Content modelling and extensible content types
- Content indexing, search and metadata
- Content versioning, presentation and delivery
- Experience design (page design and low code site)
- CRM and marketing automation integration
- eCommerce integration
- Digital Asset Management and integration
- Experience testing and optimisation
- Forms design, integration and delivery
- Site versioning and change management
- Image management and editing
- Multi-device, multi-site and multi-channel support
- Multi-lingual support
- Platform/ back office extensibility
- Social media integration
- And more.
Why consider a digital experience platform for your business?
Allows more consistent branding and messaging
With the right DXP, you don’t need to design a separate campaign for each channel. DXPs combine omnichannel content management, customer data, and analytics, allowing you to deliver a consistent message across every channel and target the right audience.
Provide you with flexible APIs
Every business uses at least one third party tool without which they just can’t survive. This means every business needs a platform that seamlessly integrates with their existing tools. To your luck, DXPs offer comprehensive APIs that integrate with modern-day third-party tools, legacy solutions and even the tools that are soon to hit the market. Yes, you read it right! DXP is future-ready.
Provides you with actionable insights
Actionable insights are the cornerstone of the marketing strategy of an organisation. It helps you dig deeper into your gathered data and gain meaningful and actionable insights. Getting them all in one place, you can analyse every touchpoint and make exceptional decisions for the future of your business.
More precise targeting
Bringing actionable insights and all relevant customer data in place, DXPs allows you to target the right customer with a specific campaign or product. This means your every penny is most efficiently and effectively spent on marketing your products and services. This is true because research has revealed that delivering pages tailored to your customer’s interest increase impulse purchases and boosts brand loyalty.
Most customers (if not all) trust a brand that offers an omnichannel experience with seamless service instead of a single channel. If you opt for a digital experience platform, your customers will reward you. Over that, you will earn more profit because the more media they use, the more they will spend and give your skyrocketing sales.
Hopefully, these reasons are enough to convince you that it is not only your customers but also you are being benefitted by providing the unmatched digital experience.