Digital Experience Platforms for Customer-Driven Personalization
The experience offered to a customer is nowadays one of the most critical elements of the business to business (B2B) and business to consumer (B2C) interactions. Customer experience (CX) is not restricted to a single transaction between an organization and its customers, but rather extends to the full range of interactions between the customers and the organization during the course of their business relationship. Likewise, customer experience is driven by all interactions between an organization and its customers, encompassing all the events that happen during the purchase. It is therefore related to customer acquisition, upselling, cross-selling and other activities that create new revenue streams.
Enterprises care about delivering an optimal experience to their customers across all the above activities and interactions, as a means of maximizing customers’ engagement and ultimately their lifetime value. This is the reason why the design and delivery of customer experience require the engagement of all departments of the enterprise, including sales, marketing, production and IT departments. In this context, personalization becomes an excellent tool for providing exceptional customer experience, since it allows interactions that are tailored to the customer’s profile.
Nowadays, most interactions between customers and enterprises take place through digital channels, including web, mobile and social media channels. These channels provide a host of data and services that enable the delivery of exceptional and engaging customer experiences. Management of these data and services, along with the means of effective implementation are carried out based on Digital Experience Platforms (DXP).
The delivery of effective customer experiences hinges on the harmonic interaction and collaboration of multiple people, processes, and technologies. The coordination between stakeholders and their processes is a key to attracting customers, engaging them in interactions with organizations and building relationships of trust between stakeholders. This coordination falls in the realm of marketing and customer relationship management, which are increasingly supported with the aid of digital channels and tools. The main goal of Digital Experience Platforms (DXP) is to facilitate the management and coordination of people, processes and technological resources towards personalized, engaging, effective and improved interactions between enterprises and their customers. DXP platforms can be classified as enterprise software products, yet in several cases, they are not a single product but rather a suite of integrated products and toolkits. Moreover, DXP platforms are a central element of enterprise software architectures, given that they interact with multiple internal and external IT systems such as enterprise applications (e.g., Customer Relationship Management (CRM)) and social networks. DXP platforms are also used to drive the re-engineering of enterprise processes towards more personalized customer-centric processes. As such, they can also facilitate the digital transformation of modern enterprises in the direction of delivering more personalized and customer-driven services.
A DXP integrates or interacts with multiple enterprises IT systems and their databases, including:
Based on DXP platforms all major digital services that we use every day (e.g., from Airbnb and Facebook to Amazon and eBay) are highly personalized. End-users are inclined to receiving personalized services and could hardly use “one-size-fits-all” services. At the same time, the personalization has become a key differentiator between a company and its competitors. Therefore, personalization has become a key prerequisite to doing digital business. Nevertheless, companies that deploy and operate effective DXP platforms gain many other business benefits, which are outlined below:
Overall, DXPs are internal productivity drivers and revenue generation tools. As such, companies cannot afford to ignore them. Rather they have to take advantage of their capabilities in order to increase customer satisfaction. In the digital era, the quality of a company’s services is directly associated with the quality of the customer experience that it offers. Success is no longer only about the product and/or the shop’s location, but mostly about the customer experience that an enterprise can offer to the customer.
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