Design Memorable Digital Experiences with a Digital Experience Platform

Who hasn't heard of Chat GPT in the last few months? I think the answer is no one.

When your mom starts using it to create content for her health center, you know it has gone mainstream.

So the question is: If everyone starts creating content and we are flooded with it - as we already are - how can a brand really stand out?

Well, the answer is: Personalized Digital Experiences.

While it is not a new word or a new concept, as marketers and digital creators, it's time we give it all our attention.

Why is Digital Experience Platform (DXP) the new cool kid on the block

1 - We live in a digital world

We’re in the midst of a massive increase in the volume of connected devices and digital channels in the world.

It’s projected that this year IoT devices alone will increase by 18% to 14.4 billion, with that nimble set to nearly double by 2025 to 27 billion.

Businesses now need to deliver content to these devices, as well as to websites, email, mobile apps, customer portals, social media platforms, virtual and augmented reality devices, in-store retail kiosks, and more.  

On average, people use nearly four devices, and connections en reroute to making a purchase.

Not only do businesses need to deliver content to each type of device and digital channel, but it’s also imperative to weave a seamless, integrated, and connected customer experience.

As companies work create more coherent and integrated digital customer experiences, more are embracing a Digital Experience Platform (DXP).

A digital experience platform enables the composition, management, delivery and optimization of contextualized digital experiences at each stage of the customer journey.

2 - That needs Digital experience platforms

The customers of the digital world, which you (reader) and I (Writer) represent, have expectations beyond anything that has been before.

The dexterity with which we switch devices, our capacity to carry different conversations with the same person, simultaneously on different platforms and the hours we spend on digital channels only heightens our the demand cohesive and personalized experiences across all digital touchpoints .

According to data from McKinsey, 71% of consumers expect companies to deliver personalized interactions, and an even higher percentage report being frustrated when this doesn’t happen.

A digital experience platform is an essential solution for business-to-consumer (B2C), business-to-business (B2B) and business-to-employee (B2E) dynamics.

The DXP architecture provides a fully integrated digital customer experience flowing seamlessly across channels and devices throughout the entire journey.

It forms the infrastructure of a digital business ecosystem by using APIs to integrate adjacent technologies, such as CRMs, commerce systems, and call centers.

Integrating these systems not only connects the experience across customer touch points but it also enables marketers and brands to create a deliver an omni-channel content strategy.

How are Digital Experience Platforms different from a Content management systems - DXP Vs CMS

1 - DXP vs CMS

When asked about the differences between a CMS and a DXP, Forrester’s Mark Grannan gave a comprehensive answer:

- Web CMS is critical for developing, managing and optimizing web, mobile, and other content-based experiences...Whereas some critics considered web CMS solutions ‘bloated’ a few years ago, we think times have changed. API-first architecture and cloud deployments are reshaping the packaging of digital capabilities into more granular tools that can be assembled on demand. - 

But in our words, a DXP will allow you to do more. It's not longer about just writing content and publishing it. A digital experience platform as its name says, gives you the tools to personalize the customer digital experiences for your readers and customers and allows you to play on multiple fronts: all digital channels, build internal employee experiences, create eCommerce portals and much more all from one login.

2 - Digital experience platforms key functionalities 

The utility of a good digital experience platform shouldn’t end with the customer experience.

Although it's essential to realizing an omnichannel strategy and delivering personalized content, businesses need a DXP also improve operational efficiency, reduce costs, and improve their scalability and security posture.

Gartner refers to software capabilities such as content management, account services, personalization and context awareness, analytics and optimization and customer journey mapping as essential functionality for a DXP.

These are, without a doubt, essential functions of a robust DXP, but more mature platforms also include the following components:

• Structured content management: Your business requires the ability to create a highly personalized and targeted digital digcustomer experience by building engaging product and content pages with structured content using rich media and interactive components.
• Highly configurable: Configure all aspects of your commerce solution, including catalog, search, pricing, workflows and much more. This allows you to quickly and easily make changes to customer digital experiences without having to complete a lengthy and complicated development process. 
• B2B and B2C in one system: Deliver solutions for all your customers from one dashboard.
• Create online forms and surveys: Engage with your visitors by creating forms and surveys and add them anywhere.
• Scalable content & commerce features: Customer data might be the most important
• Robust security: A digital experience platform should help improve your company’s security by providing a single point of control for all security-related functions.
• Automation: A digital experience platform with the functionality to automate various tasks and processes can improve business efficiency and eliminate human error. 
• Scalability: Business needs aren’t static, and an effective DXP can be easily scaled up or down to meet changing demands and priorities.
• Reduced costs: By eliminating the need for custom development and multiple disparate systems, a DPX can save your business money while improving operational efficiency.

Other core capabilities you should look for in a digital customer experience platform include:

• APIs for administration
• CRM and marketing integrations
• Digital Asset Management (DAM) and/or integration
• eCommerce integration
• Multi-lingual support and/or localization integration
• Platform account and access services
• Platform/back office extensibility
• Social media integration

How to manage digital experiences

1 - Marketing automation

Marketers and brand managers are embracing digital experience platforms (DXP) because they make it simple to effectively create, store, publish and optimize content for any channel. 

You can also use analytics capabilities to track user behavior across your website, mobile app, or social media pages.

Monitoring key performance indicators (KPIs) in real-time allows you to strategically plan your content, integrate the DXP with marketing automation software and deliver truly personalized and engaging content. 

But managing all your content, assets and customer interactions isn’t as simple as investing in a DXP. Many out-of-the-box digital experience platforms don’t provide the flexibility necessary to place the customer journey at the forefront of your efforts.

2 - Content management across digital channels

A DXP, on the other hand, enables you to combine the best-of-breed technologies to build a unique platform that meets all your business and customers' needs.

A composable digital experience platform relies on APIs to integrate microservices architecture and the cloud. You can select only the best components for your needs without being locked into a single vendor's ecosystem.

Adaptability and scalability are necessary for growing businesses, allowing your platform to change with your needs while delivering a personalized, omnichannel digital customer experience.

A digital experience platform allows you to prepare new channels and content formats, unlike a more monolithic approach. With the rising importance of voice, AR, and VR, this adaptability is essential.

How digital experience platforms (DXP) can help drive and growth

Digital transformation isn’t just a buzzword anymore. It’s a strategic imperative for every business, regardless of the industry you work in.

If your business is committed to leveraging technology that supports the organizational transformation required to improve customer experiences, a digital experience platform should be right at the heart of your efforts. 

Not only does digital experience platforms provide organizations with the technologies they need to achieve greater long-term growth, but they improve your ability to adapt to new technologies as they emerge.

Instead of reacting and changing your initiatives to accommodate new technologies, channels and device types, a digital experience platform makes it simple to integrate them into your business.  

The Core dna digital experience platform is a cloud-based DXP designed to help businesses improve their digital customer experiences and become more efficient in their operations.

Core dna helps you take a modern approach to creating and distributing content while future-proofing your organization.

No more switching systems and installing plugins. 

Using our composable DXP, you can pivot quickly to ensure you’re delivering the highest quality customer experience.

You can easily set up and support new channels and avoid the rigid commitments of a traditional monolithic platform.

Core dna has all the tools you will ever need to create personalized and unique website experiences integrated into one place.

With digital devices and channels proliferating at an ever-increasing rate, customer expectations have soared to new highs.

Digital technology will continue to evolve, changing how customers, employees, and partners interact with your business.

A digital experience platform that can adapt to these constant changes will ensure your business can seize every new opportunity to attract customers and grow your business.