How To Know If Your Company Needs A Digital Experience Platform (DXP)
Digital world has opened the gates for impossibilities to become possible. Learning, progressing and moving forward to other opportunities is an usual ambition of businesses around the world.
There are various points of interaction and engagement with the customers from social posts to in-store experiences, or the website, or the word-of-the-mouth, etc. And with every touch point, come various departments and marketing channels which makes it difficult for the enterprises to deliver a cohesive and personalized experience to the customers.
Furthermore, now-a-days the customer not only seeks the best product but the way you deliver it to them. And that’s where the next stage of digital marketing evolution is – Digital Experience Platform (DXP).
Literally, DXP, a customer centric single-platform technology, enables the composition, management, engagement and optimization of customized digital experiences across multi-experience user journeys.
Technically, it is a designed suite of tools that listens virtually to the customers, partners, prospects and other audiences and speaks to them, building a virtual connection with the user.
So, if your target customer receives your product’s feed on their screen – social media, or google discover, etc., without them searching for it purposely, wouldn’t it be great?
Indeed! For example, you are watching a cricket match on a sports app. Your favorite team wins and you celebrate that on your social media platform. DXP will present to you the best cricket kit sets, or a jersey with your favorite team’s name signed on it, within seconds.
That’s how DXP helps businesses understand the customer’s mind space and delivers them the content at that moment when they’re most ready to make a decision.
To switch to DXP, you should know first the basic types of it which are simplified below.
1. Content Management System DXPs
With the increasing competition between marketing and advertising firms, the basic CMS pulls you back in the race.
For these, CMS DXP is the best choice to excel at short-term customer acquisition goals. It offers strong analytics and customer-persona segmentation with features like, generating demands, sales funnel acceleration, and personalized promotions delivery.
The best players include Adobe Experience Manager, Kentico Web CMS, and Sitecore Web CMS.
2. Web Portal DXPs
For B2B and B2C companies, portal derivatives of DXPs work best to target customer loyalty, renewal and retention with its post-sale customer-support activities.
It provides features like, mobile support, CMS, workflow automation, etc. Here, your best choices are Liferay DXP, and Jahia.
3. Ecommerce DXPs
Retail and Ecommerce brands should vouch for this DXP as it integrates with your ecommerce website and enhances your content’s presentation to your shoppers. Not only this, it integrates with other utility specific products too like, payment, inventory management, shopping cart, check-out and fulfillment software.
With this, you can opt for Salesforce Cloud, SAP hybris, and Adobe Commerce Cloud.
But still the main question remains – How to know if your company needs a DXP? Here’s the answer to it.
1. Know the Scale of your business
You should first calculate your current scale of the business. And then you can forecast the scalability or future scale of your business. With that number, you will be able to judge if your business is mature enough for a DXP upgrade.
As DXP is built specially for large scale businesses, it shouldn’t be that your present set of customer acquisition practices gets disrupted with this.
If you’re a small scale business, you can first start with a CMS to engage with your audience and increase your reach to diverse audiences.
But if you’re scaling high, then comes the next step.
2. List down the necessary resources to upgrade to DXP
DXPs are long-term investment platforms which can become a liability to your business if not planned for it. And the liability not only comes from the finance side, but there are other necessary resources which need to be in place too.
Here’s your check-list:
- Huge investment – calculate your marketing budget and compare pricings of different DXPs that suit your business.
- In-house tech team or Experts outsourced – Working with powerful marketing tools of DXPs, a tech team in place is necessary to handle the operations.
- Well-established CMS – With present CMS data and experience, you will have an exact picture of how you will benefit by upgrading from a basic CMS to a DXP with more features.
- Digital presence – With an online presence, you will know how DXP benefits you than the present ecommerce CMS for your website.
Remember you not only need to install but also maintain the DXP for a long-time to get sustainable positive results. With this check-list ticked, you are half done knowing the necessity of DXP for your business. Given all of this, it’s always a great idea to rope in the best minds to create bespoke digital experiences for your customers.
3. Check the diversity of your customers
The reason you’re looking for a DXP is that your present marketing channels are not able to engage with the diverse reach of your business.
By that it means, you have multiple and disparate customer touchpoints, which would be smartly reached with a DXP in place. No matter if your customer doesn’t use social media but only checks emails, or only communicates with calling and messaging, DXP will connect you with them.
Now, with a diverse customer base you definitely know that a DXP would improve the customer acquisition process.
But does it align with your marketing goals?
4. Compare your marketing goals with and without the DXP
DXP is a powerful centralized system which creates a comprehensive experience for your users by single-platform integration of social media profiles, websites, in-store activities, campaigns, and many other marketing activities. Therefore, such a huge technological upgradation should be compared financially and technologically with other alternatives too.
But if your company’s goal is to deliver an overall personalized experience rather than a generalized experience, then only you should opt for DXPs. This can be checked by, if your company already serves a need for the customers, or is happy with a steady curve then, you might not need a DXP. But today’s heat of the competition doesn’t let anyone remain content with the sales.
So, if your online ecommerce business needs to gear up to compete with your rivals, then DXP should be your next marketing tool.
With this, you are ready to upgrade but one final and the most important question decides a yes or no.
5. Is your System prepared for a DXP?
The system here refers to your technical support, marketing team and overall objectives of the company.
Your first green light for opting a DXP is if you have isolated multiple back-end systems that aren’t integrated with each other. This creates an opportunity for single-platform integration of DXPs.
Another one is if your marketing team’s goal is to cater to differentiated customer experiences. As DXP will save a lot of time doing tasks like, consolidating customer data from different sources, managing websites, framing personalized content, and handling distribution of relevant content to the customers. This will allow your marketing team to focus on other marketing activities to increase the overall employee output.
The digital marketing scenario is evolving and enhancing with time and changing customer behavior. Once you achieve a scale of business, personalized user experience is the key to consistent growth of the company. With DXPs, you become an omnichannel brand serving a powerful and effective online experience for your customers.