How to improve the digital experience

The Digital experience

DXP is a software framework that supports companies with the creation, management, and delivery of digital experiences in different channels. In most DXP solutions, for instance Sitecore, Optimizely or Adobe, these functions are a part of a big monolithic solution. That means that for instance CMS, analytics, marketing automation, personalisation are all part of one big solution. So, if you need to make change in any of these components you will need to change the whole platform or the whole solution.

Because of this, development and customizations could be difficult, and the built-in features might not fit the customers need.

Another drawback is that the data often ends up isolated in silos and is only available for other applications in the organisation. If you have several applications gathering data, you will therefore have several isolated data silos. This will make it more difficult to see the connection between the applications and user´s behavior. For instance, if the customer is searching for an item using a mobile app and later also search for the same item on the web shop, the data will be received separately, making it harder to synergize and create a unified customer profile.

The type of data that CDP collects are:

Behavioural data:

• Such as action taken on a website, in an app, or through other channels.

Transactional data:

• Customer purchases and returns from ecommerce or point of sales systems.

Demographic data:

• Customer’s name, birth date, month, and address.

Once the data has been collected the CDP can create a unified customer profile that can be utilized by the different delivery channels. The customer profile can for example be used in eCommerce, website personalization, marketing automation, CRM, and email marketing. Furthermore, the collected data is also important base for defining and creating customer segments. This can both improve marketing and the digital experience for customer. An additional positive factor is that it can improve compliance with existing and emerging data privacy regulations (GDPR). A CDP will not solve all your regulatory requirements, however, managing customer data centrally is the enabler of compliance. Instead of needing to go into each different application and change according to regulations, you will just need to change it in one location which will then automatically alter the changes in the other applications.

To summarize:

In order to improve the digital experience for customers organizations need to apply a more flexible solution. CDP is a great solution and generates a unified customer portals which can be used in different channels. Moreover, it is fundamental for building customer segments that in return contributes to marketing.