For any company to be relevant and generate revenue, their customers should be their first priority. With customers today expecting consolidated and consistent digital experiences across all touchpoints, businesses have started turning towards Digital Experience Platforms (DXPs).
When it comes to digital technologies used by businesses, it comprises of search, portals, analytics, distribution, content management systems (CMS), and more. These technologies are now being combined as one digital experience platform, the ultimate goal of which is to provide better user experiences.
If you are new to the topic, then this 101 guide to DXPs is for you.
Why DXP?
There are a variety of compelling reasons why your business should move toward DXPs:
- Increased customer loyalty — it makes customers stick to your brand
- Active customer engagement throughout their journey with your company
- Better insight into the interest and behavior of your customers and their transaction history, using which you get to target your campaigns and content
- Combined view of all customer data, activities, and interactions across different channels, applications, touchpoints, and more
- Significant improvement in productivity
Components of a Digital Experience Platform
While the components of a digital experience platform are many, following are some of the most prominent ones:
Content Services
Web content is one of the most effective marketing techniques, and is widely used in many digital platforms. A content management system (CMS) is vital for every business to author, publish, and perform other related tasks. A DXP addresses these and more concerns pertinent to content services, including workflow, documents, metadata, and taxonomy.
Search Services
Search is a vital tool to any business, which helps with information discovery. A digital experience platform enables you to use various search features, such as site search, federated search, enterprise search, and more.
Campaign Services
DXP is also known for providing strong campaign services, some of which include targeted campaigns, audience targeting, and user segmentation. With these features, you can easily build your marketing campaigns, targeting the content for the right audiences.
Collaboration Services
A DXP platform also offers a wide range of collaboration services that can benefit your business in several ways. Some of these services are chat, knowledge base, wiki, blog, email, and messengers. These services will help your customers learn more about your business and all necessary information, thereby increasing productivity.
Security Services
Security is an essential part of any digital platform. With a DXP platform, you can use services like authorization, authentication, Web Single Sign-On (SSO), and more.
Benefits to Businesses
The experience and benefits of using a DXP platform varies from one stakeholder to another. For businesses, the benefits include:
- Better control over your online channels and increased independence to manage them, enabling self-service
- Access to the latest technologies to implement new and more efficient business models
- Reduced customer costs and improved customer loyalty through highly personalized services and content, powered by customer behavior data collected throughout their journey
- Improved decision-making with a 360-degree view of all customer data and their activities in a unified space
- Digital transformation support making it possible to automate various business processes
Benefits to Customers
- Personalized digital experiences based on preferences, location, timing, interaction history, and more
- Smooth omnichannel experiences at all times
- Customer-centric approach driving all business decisions
- Loyalty rewards based on customer interactions
- Better customer service across all touchpoints
Common Barriers
Making a digital transformation to a digital experience platform can bring your business, customers, and other end users many benefits. However, similar to any other business process, you will encounter some complexities and barriers.
The success of this integration, as well as the barriers you will likely face, depends largely on your digital business strategy. When choosing a DXP vendor, you need to analyze the ease of integration, service quality, and the technical support they offer to ensure everything goes according to plan.
At Zaproo, we help businesses implement and integrate Digital Experience Platforms tailored to their specific needs. Whether you're looking to consolidate your digital touchpoints or build a completely new customer experience from the ground up — get in touch to discuss your project.
Indrek
Software Architect at Zaproo. Building the next generation of commerce infrastructure and composable ecosystems.