22 avril 2019
How a DXP helps solve challenges in Customer Experience
Published on 30.07.2019
Facing Customer Experience Head-on
As many companies are aware, customers come in all shapes and sizes. So, to cater to each and every customer need is just one of many challenges faced by organizations in 2019, and it shows no signs of slowing down. One way to combat the hurdle of customer experience is to provide them with tailor-made email communications that speaks directly to each customer. However, doing so would require a company to first capture the consumer's contact information, which typically begins at the company's website.
A company's website or app is where many consumers experience a brand for the first time. That's why, businesses must provide an unrivaled experience from the very first click in order to maintain the attention of customers. This is where the digital experience platform, or DXP for short, truly shines.
So, what is a DXP?
As discussed in a previous article, and breaking down Gartner's definition of the system, a DXP is a platform made for anyone inside (employees) and outside (customers) an organization, providing a personalized experience for each individual across various digital channels. The purpose of a DXP positions it as the digital tool of the future as it unites all experiences under one system.
To help elaborate this further, this article will go over customer experience pain points currently faced by companies worldwide and how the DXP helps solves these challenges.
As mentioned at the beginning of this article, customers now expect a personalized experience from every brand that caters to their needs. The statistic above, provided by Accenture, elaborates on this point as consumers are more likely to make a purchase if the company they are shopping from presents products that are of interest to that individual.
By using a DXP, cross-channel personalization can increase purchases by 500%.
A DXP help tackle this challenge by targeting specific audiences for personalization and delivering prescriptive customer journeys. Organizations would also be able to manage and move segments to different scopes and segment users based on profile and organization criteria. This includes, but is not limited to, content and product recommendations.
Regarding mobile experiences...
Mobile phones as a entry point for new customers has taken off over the last decade. However, in 2019, it is more important than ever to treat mobile devices with the same care and attention as traditional websites.
This statistic, provided by Qualtrics, highlights the need for a mobile-friendly variant to the website. Whether that means providing an adaptable mobile site or a building an app, DXPs can let you create fast, responsive, native apps on mobile phones and other connected devices.
With a better mobile experience, companies achieved a 90% customer satisfaction rate.
Mobility has become a key aspect of everyday life, and customers must be provided the convenience of choice when experiencing your brand. That's why, comanies who have provided a fantastic mobile experience for their consumers have experience an increase in customer satisfaction.
Regarding omni-channel offerings...
Going beyond apadtable mobile sites and native apps, providing an omni-channel experience can be liberating to consumers. By this, we mean a user's brand experience no longer needs to begin and end on a single device. A unified experience from one device to another is how consumers would like to experience a brand in 2019.
One idea we can take away from the stat above, provided by the Harvard Business Review, is that just because multiple devices are used during the purchase process does not mean all devices communicated with each other. Although sometimes they do, such as when placing items in an e-commerce shopping cart, it is not always the case for brands to offer an omni-channel experience. In fact, when an omni-channel appraoch is implemented, results have shown that digital sales have increased by 23%.
Consumers spend up to 13% more through an omni-channel approach, an average of 5% more than a single channel approach.
With a DXP, companies can offer new experiences that can either be traditional, such as carrying the same conversation with customer support across multiple touchpoints, or new experiences that are yet to be explored.