A digital experience platform (DXP) combines technologies that allow marketers to compose, optimize, deliver, and optimize contextual digital experiences across multi-experienced customer journeys. It offers consumers robust digital experiences, ensuring regular continuity across the customer journey.
A DXP forms the digital business ecosystem and assists companies in delivering better-personalized experiences with consistency across channels. Here are a few efficiencies, trends, and factors to consider when choosing a DXP.
Efficiencies of DXP
Finer Touchpoints and Better Integration with APIs
The omnichannel customer experience aims at the quality of interaction between a brand and customer, not exchange. DXPs efficiently and seamlessly align every aspect of customer interaction- online and in-person diminishing data silos between channels and increasing customer retention.
APIs allow businesses to rapidly connect a DXP with existing software solutions in the technological ecosystem, like commerce, marketing, and customer support platforms. Robust integration with other platforms offers a real-time and complete view of each customer, machine learning-powered insights, and intuitive dashboards. A lean software architecture enables businesses to integrate the latest technologies rather than deploying outdated software.
Offers Smart Architecture
DXPs based on the MACH platform (Microservices, API-first, Cloud-native, Headless) enable businesses to virtualize micro services in various methods. The micro services architecture organizes an application as a knot of loosely coupled services rather than a monolithic application.
Its three layers- The experience layer consists of content delivery infrastructure, like data-driven personalization, omnichannel orchestration, and customer profile management. The management layer encompasses building and delivering content/campaigns and optimization to conduct A/B testing, journey mapping, and accessing business intelligence. The infrastructure layer enables marketers to deploy multiple micro services, establish security controls and scale DXP.
Better Customer Personalization and Insight-Influenced Decision Making
With the help of pre-configured recommendation models, AI efficiently schedules contact delivery as per individual customer journeys, like the links accessed, visited websites, and browsing habits. This allows marketers to deliver tailored content and product suggestions. Interestingly, the robust extensive monitoring capabilities enable businesses to assess how the content delivery models perform and calibrate how much additional revenue personalized content generates.
Moreover, DXPs track the crucial KPI automatically by collating data from all customer channels allowing marketers to analyze individual data for every customer. This will enable businesses to better understand the user journey and overall campaign performance. It also helps determine ROI for every digital touchpoint and makes meaningful data-driven decisions over the channels, customers, and products that offer the most value.
Artificial Intelligence (AI)
DXPs collect customer data like browser habits, responses to marketing campaigns, and purchases from every contact channel. The platform’s AI capabilities procure crucial insights embedded in vast data volume.
These insights include customer sentiments regarding a product or service, the most/least effective referral incentives, and the type of gated content responsible for conversions. DXP leverages the data to optimize user experience at every touchpoint.
With analysis automation, AI acts on these insights without being prompted, like establishing customer segments and webpage personalization as per user preference and generating qualified leads.
Rapidly Evolving Voice in User Interface
According to Statista’s latest report, “Number of voice assistant users in the United States 2022-2026,” voice assistant users are expected to reach 157.1 million in 2026. Voice assistants are rapidly growing to be an excellent tool for product discovery, even if the purchases are made through desktops or smartphones. DXPs create and manage customer experiences across numerous touchpoints.
Customer Privacy is Crucial, and Automation Drives Personalization
Eliminating third-party cookies and passage of data privacy laws like the CCPA/CPRA, California’s version of the EU’s GDPR, have scrutinized businesses to rethink personalization without retargeting ads.
Marketers must tailor digital content for an audience without relying on customer segmentation. This makes automation a vital aspect of delivering web pages, chatbot greetings, emails, and application notifications personalized as per user.
Adapting to changes is a crucial test of organizational resilience. DXPs allow the addition or elimination of micro services, use new technologies like AI, data management, and voice technologies, and integrate multiple software applications.
Factors to Consider When Selecting a DXP
Aligning features and functionality with the goals and company requirements is essential. Setting realistic goals will allow businesses to maintain the platform and its required components. Goals will determine the DXP’s functional fit and the need for varied IT integration.
Validation and Research
Businesses must check references or case studies from a particular vendor and check for analysis from popular analyst resources. More importantly, ranking these resources matters in correlation to analyzing technology vendors.
It is essential to assess the vendors that offer DXPs. Integration qualities are important; hence, businesses must see which software it aligns well with and the connections, documentation, and community before selecting any software system.
Finance and Technology
In addition to implementation costs, licensing, and development costs, operational costs are essential. Businesses must assess the value of the budget and determine whether the pricing criteria are transparent. Looking for flexibility in the pricing system and the feature costs is necessary. Furthermore, technology is a significant aspect to consider when listing possible platforms.
When finalizing the product, businesses must understand that the products support the above front-end development. Businesses’ comfort with these technologies affects internal processes. At the same time, when choosing a DXP, the assigned capabilities should integrate well, representing a well-connected system.
Evolving DXPs are necessary for businesses that want to fool-proof their operations, offer a robust customer experience across digital channels, and sustain cutting-edge new technologies. It empowers businesses to deliver rich experiences by utilizing adequate data at the right time customized to the touch point and channel engaged by the user.
It will assist in customer data, user experience, and business data integration at a single location. Investing in DXPs will enable marketers to witness how it can seamlessly achieve its long- and short-term goals.