Customers have higher expectations than ever, including proactive service, personalized interactions and cross-channel connected experiences. A Digital Experience Platform can help you meet those expectations. Here’s how to get started.
Customer loyalty has always taken hard work, but in our digital world it hangs by a thread. Consider these statistics, according to various industry sources:
That means that experience impacts the bottom line—for better or for worse—and modernizing your customer engagement strategy can yield positive benefits. For instance, according to a survey conducted by Salesforce, 67% of respondents said they’d spend more money just to stay with a good experience. Conversely and most concerning, 57% would switch to a competitor who offered a better experience.
Your customer’s experience with your company through digital channels includes website, social media, mobile device, chat, finding goods and services and purchasing—virtually every touchpoint makes up the “digital experience.” The underlying technology that produces the digital experience is a Digital Experience Platform (DXP). Today, the digital experience needs to encompass the entire business, expanding beyond the customer journey to include employee engagement and partner optimization as well.
Again, the metrics tell the story. According to IDC, a DXP can lead to:
Five competencies drive digital experience “maturity”—Structure, Strategy, Governance, Process and Technology.
According to Forrester, here’s how you need to focus your efforts:
Notice technology is the last competency. You must change your organization first in order to have a successful technology deployment.
Content is still king. People are constantly seeking information to help them in day-to-day tasks, serve as the basis for impactful decisions, to help achieve their work goals and much more. The fundamental source for that information is the web—an infinite pool of information. Today, web content is an adaptive response to user needs for information and the desire of businesses to be the central source.
The place to start is with a digital front-end Content Management System, like Sitefinity. Fresh, relevant content delivered via a CMS can:
Web Content Management systems are only the start of an enterprise DXP. As your CMS strategy matures, you will be able to distribute content to destinations outside of your front-end website, add more components of a DXP—mobile devices, web apps, back office integrations, automated business processes, social networks—all under the protection of governance and compliance.
Gregg Shupe has nearly 20 years of professional marketing experience across a broad range of industries including enterprise IT, consumer electronics and telecommunications. While focused on delivering Digital Experience Strategies, Shupe has a proven track record of helping companies and business partners digitally transform their organizations into the modern era.
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