Why DXPs are becoming more popular

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Why DXPs are becoming more popular

(updated september 2022)

Since 2020 we've experienced an unseen digital acceleration. It has become so much more important to connect with your customers at every stage of their customer journey.

Why are Digital Experience Platforms (DXP) becoming more popular? A DXP offers solutions to many marketing and technical challenges of organizations and businesses today.

 

 

DXP as an answer to Customer Obsession

Multiple factors have led to businesses becoming extremely customer-oriented:

  • Digital channels have become the dominant way consumers interact with companies.
  • Customers expect great experiences like they get from Google, Apple and Spotify.
  • Mobile devices provide location and immediacy, creating new opportunities for businesses to engage with their customers.
  • Social channels have established themselves as a leading channel for businesses to interact with customers in one-to-one conversations.
  • Data insight is making it possible to target individual visitors with a highly personalized experience.
  • Artificial Intelligence is becoming more accessible and can digest vast amounts of interaction data to turn them into actionable insights.
  • Digital technology is a catalyst for disruption in traditional industries; think of Uber and Airbnb and the customer experience they offer.

 

Customer experience spans the entire business

Customer Experience or CX is not only a marketing concern - your entire business is responsible. Not only does acquisition happen digitally, but the digital customer journey continues post-acquisition in customer service, renewals and upsell. Satisfaction and loyalty become key metrics, and multiple parts of the business are involved.

More back-end applications are used by different departments to handle their part of the journey. For the experience to remain consistent throughout the entire journey, these back-end systems need to integrate. This requires a robust framework.

A website used to be a mere digital acquisition channel. In this context, a CMS was a convenient tool that allowed marketers to manage their content without the need for developers.

As soon as an organization rolls out its digital transformation strategy, digital starts to permeate their activities. All components should be combined to create a smooth, flawless online customer journey, powered by an intuitive digital platform. A simple CMS-based website ran by the marketing team will no longer suffice.

 

 

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