Building A Digital Experience Platform: A Strategy to stay on ground for the long-haul

With the advent of IoT wearables and smart devices, consumers have started engaging brands through a variety of digital touchpoints. Experienced through texting, mobile apps, eCommerce stores, websites and social media, these interactions are essential to the profitability and growth of your digital commerce. Businesses that can optimize such digital experiences will be on the forefront when it comes to delivering great customer experiences in the long haul.  

There has been a resurgence of projects and investments in flexible technologies that demonstrated an ability to generate sales, save money, improve loyalty, or solve customer service challenges. One of the most pertinent and urgent among them is delivering integrated digital experience strategies. 

The fact is several businesses find it hard to deliver consistent, cross-media digital experiences. When charged with the responsibility to deliver websites, mobile apps and in-store systems – all supporting digital experience initiatives, business leaders have discovered that they simply do not have all the right technologies. 

Say No to Single Vendor Solutions When it Comes to Integration 

Some businesses have fallen for the promise that a single-vendor solution can help overcome these challenges. However, one size does not fit all, especially in digital commerce. Legacy technology is not something that’s going to magically disappear. The best-of-breed point solutions coupled with a flexible integration strategy make more sense. 

Often, companies make the mistake of underinvesting in integration and overinvesting in features. Even when a business truly owns the platform, integration across all the possible touchpoints, back-end systems, remains an elusive dream. 

New Channels Will Test your Architectural Strategy 

New touchpoints crop up on a regular basis. While this is a good problem to have, business begin hard-wired, custom integrations to accommodate these new channels. Such bespoke customizations are hard to upgrade and maintain. 

What business needs is a flexible integration strategy and execution plan that serves as the cornerstone of your digital experience platform. Integration may not be the term digital experience leaders use, but these stakeholders are familiar with the challenges that prevent their teams from working across the aisle. For great digital experiences, integration is essential. However, IT leaders need to take a step back and focus on the ease of integration and alignment. A thorough architectural strategy is needed when selecting the right technology for your DXP. 

What is a Digital Experience Platform? 

Digital experience platform (DXP) is an integrated software framework that can help companies undergoing a Digital transformation. Businesses typically use a DXP to provide better user experience to their customers by building, installing and continuously improving websites, mobile applications and other digital experiences. This is what makes DXP the next step in digital transformation. These platforms are an integrated set of digital technologies and services that help build responsive applications. 

A DXP is an architectural roadmap for companies that want to digitize business operations, deliver interactive user experience and gather insights from their customers. It helps improve the platforms that need to interact with the customers, driving benefits to everyone – businessmen, employees and customers. Typically, DXP is built as an advancement of digital transformation initiatives created for delivering modern experience-driven commerce. 

A DXP needs to combine advanced digital technologies such as automation, big data, Artificial Intelligence, analytics, NLP and knowledge management with digital commerce. Here are the core components that may be composed into a DXP. 

Leverage Distributed Architectures 

The increase in business demands emphasize the need for developing an easy to integrate system with zero downtime. A DXP should be highly reliable and scalable so it can handle an ever-increasing number of customer sessions. This platform needs a sustainable, innovative, robust, user-friendly architecture that assists you in meeting all the strategic business objectives, now and in the future. Design, performance, user accessibility – all contribute towards a better customer experience platform. Furthermore, the platform should be extendable with the ability to adapt new technologies and features. 

The Future is All About Personalization 

A personalization engine helps analyze and combine a customer’s behavior based on historical data. This This information includes the mouse clicks and finger movement or taps, scrolling, inactivity, activity and total time spent on the page, smart device or app. An analysis of this data helps gauge the preferences of the customer across different touch points.  

According to Executive Guidance from Gartner, “Organizations that focus their personalized messaging around helping consumers can expect 16% more impact on commercial outcomes than those that don’t.” 

There are two options here, either build the personalization yourself or go for off the shelf technology. Personalization is a hard area to master and it may be better to use ready-made solutions rather than investing time developing one’s own personalization engine. As the aim of DXP is to engage customers in a smart way, finding the right-fit personalization solution is key.  

Data Analytics and Management 

When it comes to creating and delivering impactful digital experiences, data is the new oil. This is why data analytics and management are so important. The insights garnered from this component can help enhance your decision making, resulting in increased productivity and business agility. 

Why you need a digital experience platform 

Implementing an effective DXP differentiates you from your competitors, enabling you to render enhanced user experiences that drive engagement which increases revenue. It helps businesses build better customer relationships across multiple touch points. 

A DXP has several benefits for your business as well. Your employees get quick and easy access to digital transformation and communication tools that enable better coordination and increased engagement with the users. 

Powerup your Digital Commerce with Concord 

At Concord, we build flexibility from the ground up so you can weave different components together and build a next generation digital commerce platform. A powerful MACH-X platform, Concord Commerce enables your business to embrace new paradigms such as DXP and more. Get in touch with us to know more. 


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