Providing your users with an optimal digital experience is a significant financial imperative. Today’s customers expect consistent experiences that are unified across every touchpoint.
Companies that don’t take a customer-first approach today will lose their revenue streams and industry relevance sooner rather than later.
So, how do you meet those customer experience needs? With a digital experience platform (DXP)—an emerging software solution that helps organizations enhance their customer experience.
We’ll explore digital experience platforms, their evolution, the need for digital transformation, and everything else you need to know about DXPs.
What Are Digital Experience Platforms & Why Are They Important?
Digital experience platforms are integrated pieces of technology that enable a better digital experience through composition, delivery, and management. However, in the digital world we live in, organizations stay competitive by fostering relationships through communication, using content and data to speak and listen.
DXP platforms like HubbleIQ offer businesses an integrated, optimized suite of tools they can use to build and maintain meaningful relationships with prospects, leads, customers, partners, and employees.
Exploring the Evolution of Digital Experience Platforms
It might sound as easy as having a conversation, but in our complex world, it’s not so simple. Communication requires delivering content through email, mobile apps, social platforms, customer portals, websites, and much more. You also need to connect experience to that content.
Worldwide, each person has about 6.5 internet-connected devices they use on their path to purchase. Delivering content isn’t enough—organizations must do so in a consistent, personalized manner that nurtures customers to a clear outcome.
Digital experience platforms have evolved to meet those challenges and help businesses deliver consistent, connected content that creates better customer experiences.
CMS to WEM to DXP and Beyond
The technology and principles behind the digital experience platform have evolved to meet the demands of digital workers and consumers. At its core, it boils down to three stages:
Content Management System (CMS)
This is a basic system that helps businesses organize their content, whether it’s data, images, or written.
A CMS can provide authoring workflow and version management to keep websites and experience consistent. Web content management (WCM) is basically another name for a CMS—our industry loves acronyms!
Content management systems help organizations gain control but also introduce additional challenges by introducing large data silos to those organizations.
Web Experience Management (WEM)
WEMs emerged when digital became the new normal for organizations—more customer channels began to pop up, and employee collaboration started to rely on the sharing of digital information.
These systems brought personalization to the customer experience, giving enterprises the ability to define personas, collect user behavior, and ultimately create and provide better content to their audiences. WEMs let businesses share data, logic, content, and more consistently across channels.
WEMs bring consistency and centralization to different channels in a better way than a CMS. However, it also reduces the maintainability for IT.
Digital Experience Platform (DXP)
The digital experience quickly moved beyond content—and even beyond the web. Companies want to share their content across every digital touchpoint, including in-store kiosks, billboards, etc.
It’s become clear that a customer’s digital experience doesn’t only get them in the door; it’s crucial to fostering customer satisfaction and post-acquisition loyalty.
Digital experience platforms combine the power of WEMs and CMS for a fully-integrated experience. They allow enterprises to leverage the power of APIs and microservices, reducing IT complexity.
These three systems—CMS, WEM, and DXP—all go after the same thing: making interaction and communication between enterprises and customers and colleagues meet each parties’ needs.
Digital Experience Platforms: A Key Player in Digital Transformation
Other than providing the integrated tools that organizations need to communicate effectively, DXPs provide the tech that supports the digital transformation efforts, allowing enterprises to improve their customers’ experience.
By providing the necessary architecture, digital experience platforms help companies achieve digital transformation by building out teams, connecting data silos, utilizing agile workflows, creating better feedback loops, and more.
DXPs provide the infrastructure organizations need to collect—and connect—data from multiple channels. Plus, with intuitive dashboards and ML driven insights, businesses can gain more access to customer insights and KPIs.
What Are the Benefits of Digital Experience Platforms?
DXPs offer advantages to both organizations, their employees, and their customers, including:
Access to an Integrated Control Center
Organizations get omnichannel content management, analytics, and customer data that enables better experiences, increasing customer retention and overall ROI.
Their customers get to stay connected on every channel and experience a consistent journey.
Organizations gain the ability to adapt and integrate new technology to connect with their audiences further as digital maturity increases and new technologies surface.
Their customers get to connect with the company and its content when and how they want.
Organizations can better integrate with other systems, like contact centers, social media, and CRMs to gain a full view of their customers. ML insights and intuitive dashboards mean easier, more efficient analytics.
Their customers get more value at each touchpoint. For example, customer service becomes streamlined when companies already have their basic info at hand.
With microservice architecture, organizations can deliver the same content everywhere, which frees up their teams to create better content and better experiences for their customers.
For customers, content flexibility means that they get better experiences and high-quality content on their preferred channels.
When Will You Need a Digital Experience Platform?
You’ve probably guessed it after reading this far—the answer is now. That doesn’t mean you have to go all in right at this very second, but at a minimum, your organization should have a digital transformation strategy. And that strategy should include a digital experience platform.
DXPs are an excellent way to streamline and consolidate your current Martech stack, future-proof your workflow, and eliminate redundancy. The implementation process makes for a catalyst for streamlining processes, breaking down data silos, and organizing your team.
Digital experience platforms also pave the way for businesses to start implementing AI, which can significantly increase their customer experience, productivity, and overall ROI.
The Bottom Line: Here’s What HubbleIQ Can Do for Your Business
Digital transformation is everything for today’s enterprise. It creates risk but also opportunity for organizations across all industries. Digital experience platforms are solutions that adapt to meet the evolution of our digital age.
With our DXP, you can increase productivity, save money, gain visibility, and foster a team of happy employees. Access your digital opportunities through consumerized, automated tech support and get instant insights into your processes.
Learn more about HubbleIQ—the digital employee experience management platform built around the hybrid & remote work trend. Start your free trial and see how good the digital transformation can be for your organization.