Is it time to embrace a Digital Experience Platform? This article will give you a rundown on what a DXP is, how it differs from a CMS — and the different ways it could help your e-commerce brand get ahead 📈💰2020 will be an all-important year for e-commerce brands, hinging largely on supercharging the customer experience. Instead of a one-size-fits-all approach, brands must give customers more of what they expect — a hyper-personalized and omni-channel experience that will keep them coming back for more.
Here’s some good news. A DXP strategy could strengthen all of the above and help you stand out from your competitors.
A digital experience platform (DXP) is an integrated set of technologies that help keep customer experiences consistent and seamless. A DXP can manage, deliver and improve the way your customers access personalized information and applications across an array of devices and touch points.
Let’s imagine a DXP in action. A customer is scrolling through Instagram after work and sees an ad for the jeans they were browsing the night before on their favorite e-commerce store. They click on the ad and are taken to the store, where they add the product to their shopping cart. They don’t have time to complete the transaction, and exit the website. Tomorrow, they receive an email about the jeans in their cart and click through to make the purchase. Their customer journey is a success — a result of data being collected and analyzed by the e-commerce brand’s DXP.
A Digital Experience Platform Vs Content Management System
Choosing the right platform to support your brand’s needs is crucial, but with so many solutions available, it can be an overwhelming task. First, let’s iron out the basic features that differentiate a DXP from a CMS.
A CMS powers a business’s applications and websites. It helps organizations track, create and manage digital content on desktop and mobile devices by allowing them to author, edit, publish, delete and more. It’s an excellent way to manage a website that doesn’t have complex needs.
What makes a DXP different? A DXP could be described as the next generation of CMS. It’s a suite of products that integrate to help brands deliver highly personalized touch points at every stage of the customer journey. DXPs achieve this by implementing AI and machine learning to track and then analyze customers’ location, browsing, search, purchasing histories and more.
Since a DXP uses new architecture designed around micro services and application programming interfaces (APIs), it reduces the pain of IT complexity and provides a 360-degree view of customers across channels.
Let’s dive into some of the ways a DXP strategy can help you deliver an outstanding customer experience and build better relationships with your customers.
The Core Benefits of Using a DXP
More Freedom and Flow
E-commerce is tough. You want to connect with your customers easily and often, to get them through the door and return time and time again.
With flexible APIs, a DXP gives merchants more power over how they interact with their customers. As an integrated suite of solutions, it connects relevant customer data insights like preferences and location, so that your brand can deliver the right experience at the right time. With more freedom and flow comes higher conversion rates and more loyal fans.
Connects Offline and Online
Brand consistency across all channels is key to building a loyal customer base. This is where a DXP’s API-first design stands out. It encourages customer loyalty by connecting the offline and online CX through Point of Sale systems, chatbots, voice assistants, mobile and more.
Save Time and Money
A DXP allows you to update product pricing on one channel and automatically update it on others. Without the need to update content on each touchpoint every time you need to make a change, a DXP saves you both time and money.
The process is seamless and hands-off in many areas, which also helps eliminate the inevitable human error that can creep in when tasks are completed manually.
Of the millennials and GenZers polled in a survey, 75% expected contextualized engagement based on earlier interactions. To stay ahead, retailers must use detailed customer insights to deliver mass personalization that feels friendly and familiar, not pushy or annoying.
Leveraging machine learning and AI, a DXP is able to deliver scaled personalization that enhances the CX. It offers the opportunity to engage your customers with a range of personalized experiences across assets, pages and navigation.
Provide Semantic Search
Since a DXP can analyze a customer’s search and determine the contextual meaning behind words used to search, as well as their browsing and purchasing history, brands can use this data for personalized marketing campaigns.
Klevu’s self-learning search technology offers an advanced semantic search experience. It continually collects data about users and the words they type into the search bar, which can be analyzed and used elsewhere along the customer journey.
Create a Memorable Brand
In the e-commerce world, your brand must cut through the noise and deliver an outstanding experience at every interaction.
Providing both smart delivery and automation, a DXP powers engagement throughout your customer’s entire journey. It can be harnessed to provide the type of CX that’s key to creating a memorable brand. If your shoppers have an easy, enjoyable experience across multiple channels, they’re more likely to remember you as their ‘go-to’ option.
Does a DXP Align With Your Brand’s Needs?
The standard for the customer journey has reached a new peak. Now, merchants must provide personalized, optimal CX across multiple channels, repeatedly. Unlocking your DXP strategy can help you to scale and tailor the customer experience, without a process that confuses your team and causes push back.
For brands with multiple customer touch points, which operate various channels and backend solutions, and are focused on growth and longevity, now is the time to investigate a DXP strategy.
Klevu can help take your DXP strategy to the next level with smart search capabilities and insights. Schedule a live demo to learn more.