Companies that operate globally and digitally face many challenges these days. For example, more and more touchpoints want to be used more and more personalized and corporations have to offer their customers digital experiences along the entire customer journey. It is important that these experiences are meaningful as well as interesting. The digital experience that companies offer is a critical competitive factor.
Various tools such as an applicant management tool, PIM, DAM, CRM and shop systems have to be integrated seamlessly and effortlessly. Budgets, editorial and technical resources are limited. The use must therefore become more and more efficient, and as measurable as possible in order to make the contribution to the company visible.
What is a digital experience platform?
As a further development of existing CMS and eCommerce systems, digital experience platforms promise the solution to all of these challenges. DXPs also bring various departments, systems and channels together at a central point. In this way, they can use a common tool to contribute to digitization and thus to the success of the company. With a DXP, not only content can be created and managed, but at best the entire digital journey of the customer is designed, controlled and optimized.
With a good DXP, your customers can have a real digital experience, which in the best case scenario gets better every time. In other words, every time your customer interacts digitally with your company, the experience should be better than the last time they interacted. For this, DXPs use complex sets of rules, large databases and artificial intelligence to play out content and functions to customers in a highly personalized manner. The DXP continuously collects customer data in order to offer every customer an ever better personalized experience with every interaction.
How do I choose the right digital experience platform?
A digital experience platform brings together various components such as a content management system (CMS), digital asset management (DAM) and analytics on a common platform. This is then managed according to the respective security requirements. The number of DXPs on the market is still manageable, but choosing the right platform for your company is not an easy task. The most important part is to ask questions related to current and future needs. This is the only way to find the right platform for you.
The following points can help you make a decision:
1. Does the platform support your specific authoring, curating, reviewing and publishing needs?
The requirements vary depending on the type of company, industry, company size, etc. You have to be aware of these requirements and choose a DXP that meets them. Understanding the intricacies of your own marketing campaigns and publishing environment can ensure that the DXP you choose can adapt to the company's existing workflows.
2. Does the platform have the required analysis functions?
What data do you want to collect? How would you like to use the findings from this? A realistic idea is helpful in choosing the right DXP.
3. What are your business goals?
Digital experience technology shouldn't be leading the agenda. Rather, it should underpin the strategy. Set your goals, determine your roadmap, and then look for a solution that will make all of that possible.
4. What basic functions do you need to achieve these specific goals?
Are you looking for Commerce, Analytics, Omnichannel Delivery? Make a list, then group the requirements into skills you already have and those you have yet to acquire.
5. Does the platform match your future goals?
Where do you / your company want to be in 1, 3, 5 or even 10 years and is the platform you have chosen able to support you?
6. And not to be underestimated:
Do you enjoy working with the platform?
Do I need a digital experience platform?
You can only answer the question of whether a DXP is a good investment after taking an inventory and from the individual company’s point of view. A DXP solution is not the holy grail that enables a perfect digital transformation from little digital know-how. Basically, the DXP approach is particularly interesting if you have already identified the construction sites for the areas of CMS, ERP and CRM in order to enable the most seamless solution possible with a workflow that is as holistic as possible.
The following questions can give you an initial indication of whether a DXP is the right way for you:
- Could you benefit from a fully connected experience for your customers?
- Is your traffic volume high?
- Does your company have multiple touchpoints?
- Is your customer base / target group diverse?
- Is your company moving in the digital world?
- Do your marketers and developers want to be able to react innovatively to the highly differentiated customer needs?
If you answer “yes” to one or more of these questions, it is definitely worthwhile to think about implementing a DXP.
Advantages of digital experience platforms
1. Consistent digital experience
As consumers, we are bombarded with marketing messages on every device and platform. Brands have to present a consistent image in order to be noticed. DXP help brands deliver a consistent digital experience for their customers.
2. Collection of customer data
DXPs enable companies to track and analyze customer behavior at every digital touchpoint. This allows you to collect data that shows you how customers are interacting with the brand. This enables customer experience to be continuously optimized and needs to be met.
3. Central data collection
A DXP collects all data in one place. All departments can access it and work with the latest information.
4. Make the most of content
Good quality can be costly and time consuming to produce. A DXP supports marketers in the production and management of content so that it can easily be used across multiple touchpoints. This makes it possible to get more value from your content.
5. A flexible platform
Many platforms repeatedly require costly upgrades. A digital experience platform offers effective integration and flexibility. So it is cost effective in the long run.
Disadvantages of digital experience platforms
1. Fixed set of functionalities
The number of finished extensions and templates is often lower on a digital experience platform than on content management systems such as WordPress, Drupal or Typo3. Nevertheless, DXPs do far more than, for example, CMS systems, as they can be used to design, control and optimize the customer's entire digital journey.
2. Steep learning curve
While they have many great features, DXPs can have a steeper learning curve than simpler platforms. To mitigate this problem, you can look to a DXP that offers 24 hour support.
3. Complexity
Due to the enormous complexity of a DXP, the added value must be calculated. Is the investment worthwhile in the respective company sector or size and does it lead to profit?
How can we support you with the introduction of a DXP?
Are you interested in implementing a DXP in your company? We can help you with the following:
DXP workshop
The complexity of DXPs requires a certain know-how to get the most out of them. If desired, we can organize DXP workshops for you to deepen your knowledge regarding digital experience platforms. This way, you can make sure to use your DXP in the best possible way.
Inventory analysis
An inventory analysis is critical to selecting the right DXP. What are your business goals and what do you need to achieve them? Is your IT system equipped to achieve your goals? What are the deficiencies? What solutions are available?
Manufacturer-independent selection of the right DXP
After defining your objective and requirements, we support you in finding the right DXP for you. This must of course meet your requirements, but also your company size and type. Regardless of the manufacturer, we are sure to find the right digital experience platform for you.
DXP strategy
If you decide to implement a DXP in your company, the DXP strategy follows. We are happy to support you in the following steps of a DXP strategy:
- Scope check: Where is the scope of your digital strategy right now? What overlaps and, if applicable, contradictions are there with regard to the DXP? Which digital channels are being used? What does your target group-specific use guarantee? Are there currently plans for a relaunch or does the potential of a DXP lead to this?
- Stakeholder check: Which employees might also be interested in working with a DXP? Which experts have to be involved?
- System check: Does your company already work with one or more CMS tool (s) that are suitable as core components of a digital experience platform? Which tools are already in use? What are the technical challenges and which IT staff need to be involved?
- Data check: What data is already available to you in the company that can be used for an optimal customer journey? What other data could optimize the customer experience at digital touchpoints?
Our conclusion on digital experience platforms
Digital experience platforms are an interesting solution for using more and more touchpoints in an increasingly personalized way and offering customers digital experiences along the entire customer journey. Nowadays, it is digital experiences that make companies stand out from the competition. Nevertheless, when implementing a DXP, a few points must be observed in order to obtain the highest added value. If you are aware of your objectives and requirements, know the advantages and disadvantages of DXPs, and have guidelines for choosing the right platform, you are well on your way. We would be happy to support you with your DXP implementation. Just get in touch with us.
Are you planning to implement a digital experience platform?
Then get in touch right away. We have experience with digital experience platforms and are happy to support you.
Together we can create great things. Shall we talk about it?
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