Maybe you still do not know what DXP is, but your company has probably already gone through some adaptation related to digital transformation.
Of course, you also know the importance of providing the best possible experience for your customers, as they are the focus of all organizations' efforts.
The DXP concept unites these two ideas: customer focus and digital transformation. We will dig into that relationship in this article.
In the next topics, you will understand what DXP is, how this digital experience platform came about, what are its advantages and how you can use it in your company.
Context of the emergence of DXP
A few decades ago, all marketing and advertising campaigns were focused on the benefits that the product or service offered could bring to the potential customer.
Some advertiser campaigns have stop trying to convince their target audience that they need something. Instead, they are trying to convince them that they can deliver whatever they want.
In other words: now the focus is on the customer. The company first finds out what they need and then thinks about designing the product or service.
With this focus on the customer's needs, much more research is done to delimit an organization's target audience and, after that, a lot of efforts to get to know this potential customer.
The very design of products and services is made with prior knowledge of what the customer needs, what will make their life more practical, happy or satisfying.
In general, it can be said that campaigns, instead of carrying the message “you need our product/service”, carry the message “you are our focus and we will offer and delivery exactly what you need”.
The customer is the center of attention. If your product does not meet their expectations, then it is better to modify the product.
One of the factors that contribute a lot to the offer of an increasingly personalized service is the fierce competition in the most diverse segments of the market.
E-commerce revolutionized the market. An online store can serve countless customers around the world efficiently and quickly, offering attractive advantages.
In addition, the internet offers many possibilities to companies in general, not just those working with e-commerce.
Through the Internet, even small businesses can reach more costumers, improve their strategies, get to know their customers better, and achieve better results.
At first, it may seem like everything just got easier for organizations. This is not the case, as customers, given the many possibilities, are becoming more and more demanding.
Intrusive marketing and pushy salespeople cannot convince people to buy something or hire a service.
Consumers will make this purchase only if they are convinced that they need that product or service and they will search among all companies in the same segment to find the one that offers the most and best advantages.
The goal of customers is no longer just to get a product or service, they are looking for a good experience. organizations need to keep up with the target audience's behavioral trends.
For this reason, companies are on social media. They follow the news, meet the competition and promote their products or services. They aim to be closer to customers.
The digital experience platform or DXP arises in this context, because it is necessary to manage the interaction points in the different access devices.
Consequently, it is possible to focus on the customer and provide them with a good experience, besides, collecting, storing and interpreting the information arising from these interactions.
DXP brings together a set of technologies that enable personalized access to data and applications across multiple digital touchpoints. All this based on a unified platform.
DXP (Digital Experience Platforms) emerged from the CMS (Content Management System), a software that manages shared information.
In this case, there is only one information center, which is the website. with the emergence of other channels, companies realized the importance of sharing content on them as well.
So, Wen (Web Experience Management) was created, enabling the sharing of materials in the various communication channels available and facilitating the definition of the target audience and the business personas.
This gave rise to the concept of Omni channel, which allowed customers to use different channels that can be complementary, making the experience more efficient and pleasant.
Following this track, DXP entered the scene, making it possible to share information between the many points of interaction and always keeping the focus on the customer.
As we know, the customer experience is not just about buying.
There is a long journey to make a consumer to become loyal to a brand and start promoting it.
The digital experience platform offers several benefits for both the customer and the company. Below we will list some of them.
- DXP improves the customer experience, as we already know. The new channels are created based on the needs of consumers, which improves the brand's image and encourages loyalty, generating new purchases and also new customers through referrals;
- The website, social networks, applications, among other communication channels of the company, are integrated through the digital experience platform, providing users with the feeling of complementing the channels, because, with DXP, the idea of different identities from the brand to relate it to different channels, it ceases to exist;
- With the interconnection between all channels, DXP becomes a rich source of information, generating detailed analysis about the target audience and enabling the creation of segmentations;
- DXP optimizes internal processes, as its data is used throughout the company, generating the improvement of each step of its performance and the final results.
If you want to deploy DXP in your company, the first step is to do an internal analysis to verify the feasibility of creating a digital experience platform.
As we already know, the concept of Omni channel is linked to DXP. Therefore, the objective is the union and complementation between the different channels in which the company is present.
Therefore, to use DXP, it is recommended that the organization has already been at a relatively advanced level of digital transformation.
This recommendation exists because of the high probability of negative results for the brand, if it implements DXP without being able to truly integrate the channels.
Deciding not to use DXP does not mean to remain static on the subject, as customers remain demanding and competition is increasingly fierce.
If your company is not prepared for the implementation of DXP, perhaps a CMS is an excellent first step in the changes to be made in the long term.
If this is not the case for your company and it has multiple points of interaction, a heterogeneous audience and good digital participation, DXP can be implemented with great expectations.
There are specialized companies that can help you with DXP implementation. When choosing which one to hire, analyze in detail the differentials, resources and focus of each solution offered.
The most important thing, however, is whether your company is really prepared to use a digital experience platform.
For that, it is necessary doing an internal analysis and you must become familiar with the concepts and news related to the digital experience.
Now that you know the benefits DXP can bring to your business, we recommend reading our article on monitoring the digital experience. Thanks for reading and see you next time!