(DXP) for a successful Customer Journey
Until now, this could hardly be achieved with simple online shops or content management systems, but today it can be successfully implemented with a digital experience platform, DXP for short. This is a freely scalable multichannel solution that bundles all of a company's channels in one place. This article shows how a DXP works in detail and how it offers a company real added value.
DXP - WHAT IS IT?
In the concept of a digital experience platform, all channels that map the customer's digital journey are interconnected and centrally managed on one interface. In this way, potential and existing customers are offered a consistent experience on all channels such as online shops, landing pages, websites, social media and apps on mobile devices. DXP is therefore less about content and more about developing a coordinated customer experience across all channels. To achieve this goal, the customer experience is at the heart of a DXP. As early as the 2000s, the consulting firm McKinsey found that companies that invested in a targeted customer journey were able to almost triple their business success.
For a clearer distinction: a CMS such as WordPress, Joomla, Contao or TYPO3 are applications that focus on content - and this on only one channel of a website. With increasing networking, WEM systems (Web Experience Management) appeared at some point, which enabled cross-team collaboration, at least within the company, by connecting digital channels and collecting and using customer information. Again, this is primarily about content. However, a digital experience platform (DXP) goes a step further by both generating traffic using all channels and making the customer's experience as beneficial as possible.
When using a DXP system, it is important to recognise how visitors interact with one of the channels, and then provide them with targeted results when they visit another channel that suit the customer. So a DXP platform often uses a content management system as its core, but adds a variety of features to it.
TASKS OF A DXP PLATFORm
The focus of a Digital Experience Platform is to achieve digital transformation goals within the organisation. Within a single application, the DXP platform connects content, e-commerce and community. Furthermore, many DXP platform providers offer specific automation and personalisation tools that enable marketers to target their content across all channels.
For this reason, it is necessary to set up a data-driven digital experience platform, because only in this way is it possible to create the best possible personalisation. By means of interfaces to CRM systems, all data of the visitor information can be intelligently linked with each other, so that conclusions can be drawn with which the optimal design of an individual customer experience can be generated. The DXP system helps to have an overview of all channels and touchpoints of the visitors and to play them in a customer-oriented way.
DIGITAL EXPERIENCE PLATFORM - WHAT ARE THE ADVANTAGES?
A key technical advantage of DXP is its open interface architecture. This API-first architecture enables the integration of all systems (such as content management systems) and infrastructures in an effective multichannel control. Thus, a DXP platform forms a combination of omnichannel CMS, acquisition of customer data and their analysis. In all channels with which the visitor comes into contact, data is collected that can be used to provide an improved customer experience. The same content can be played across different channels, adapting to the channel environment and the customer.
With the help of omnichannel control, an efficient and cross-team collaboration in the company is created, whereby a DXP forms an ideal basis for the digital transformation in the company. The Digital Experience Platform creates a central work interface that connects all sub-areas with each other. Individual configuration options allow the DXP to be adapted to all conceivable circumstances in the company. Marketing, customer management, e-commerce - all this is in one place and can be flexibly managed.
CONCLUSION: WHO NEEDS A DXP?
Digital experience platforms are paving the way for digital transformation. Customer experience and personalisation are becoming increasingly important and are already at the heart of e-commerce today, because one thing is certain: simply advertising with a static website or landing page is no longer enough for business success. Studies have shown that 51 percent of all interested visitors to a website leave it again because it was not sufficiently personalised; for example, through advertisements that did not fit the customer. Even 93 percent of the respondents in this study said that every interaction with a corporate website must be "first class".
This can be achieved with a platform that collects user profiles and customer data and evaluates them to generate and play out customer-specific content across all channels. The first step should be to select a suitable CMS that can be easily connected through open APIs. The path to a DXP platform is usually a lengthy process, which is already evident from the large number of possible functions. Therefore, a digital experience platform is not a quick solution to all online marketing problems for every company. Until the time comes that a DXP can be introduced in the company, those responsible should already be prepared so that the final change to a profitable DXP future can take place as smoothly as possible.
If you have any further questions on the topics of "Digital Experience Platform (DXP)" and "Digital Transformation", please feel free to contact our team of experts at GAL Digital!