Editorial
The Gist
- Embrace continuous improvement. Regularly optimize your Digital Experience Platform to meet evolving customer needs and business goals.
- Leverage composability for flexibility. Integrate the best tools into your Digital Experience Platform to deliver tailored experiences across channels.
- Use AI to enhance content operations. Augment your Digital Experience Platform with AI to improve content creation, distribution and personalization.
Does your organization think of website experience optimization as something that needs to get revisited every couple of years at most? When you want to make revisions to the experience and test new changes, are you met with resistance, and a “didn’t we just redesign the website?” If so, you aren’t alone, but you are right if you are thinking there is a better way to approach digital experiences.
In this article, we’re going to explore how incorporating a continuous improvement approach to your digital experience management, including your website and your Digital Experience Platform (DXP), can yield better results for your business as well as your customers. We’ll even see how it makes your team members’ jobs easier as well. Let’s get started.
Omnichannel Success Starts With a Robust Digital Experience Platform
First, to have a successful digital experience, you need to be where your customers are. Which, if you’re like most brands, is everywhere. While digital may be you and your team’s specific focus, we’re living in an omnichannel customer experience world and customers expect seamless connectivity and flow of information regardless of how they are interacting with your brand.
Your Digital Experience Platform may be the backbone of your Web presence, but in an omnichannel world, it should be able to deliver on some key aspects of your marketing and CX needs across more than a single channel. Think about how the content you create for a single channel like your website is created, managed and repurposed for other channels, which may range from a mobile app, to email, social media and even SMS.
While your DXP may not serve the content for all of these channels directly, the content creation and management processes within your Digital Experience Platform should support — not get in the way — of your multi-channel efforts.
When omnichannel strategy is a given, delivering content to reach customers on all platforms is essential. A modern Digital Experience Platform enables you to deliver content consistently across all channels and devices, providing a consistent customer experience that matches their preferences, making achieving social media dominance and a better online reputation easier.
Related Article: Navigating the Evolution: From CMS to DXP in the Digital Age
Leveraging Composability for a Flexible Digital Experience Platform
Second, you need to go beyond cookie cutter experiences and functionality and offer the very best tailored experiences, when, where, and how your customers want. A composable DXP approach — where many individual SaaS-based tools with focused features and functionality are integrated together to form a customized version of a complex DXP platform — can provide the ultimate in flexibility, where a brand can pick and choose the exact best fits for their desired customer experience, content management, ecommerce integrations and more.
So offering a truly customized approach can be a way for many brands to do that. For some organizations this means a fully composable approach, but one size doesn’t fit all here. There is a lot of talk about using composable approaches in marketing technology circles of late, and for good reason: integrating the best possible tools and functionality in your workflow can make a big difference for your customers and your internal teams. That said, it pays to think a few steps ahead when it comes to determining the right amount of composability for your organization.
For some organizations a high level of customization is not only desirable, but feasible, yet there are sometimes hidden costs that brands need to be aware of. Often, composable platforms are integrated to reduce bloat and technical debt from monolithic systems that are outdated and underutilized. But don’t let technical debt be replaced by the “integration tax” of needing to maintain API connections between many systems where there used to be one.
What the right DXP offers is the best balance for your organization between the ability to integrate composable features and functionality, and the core functionality you need to serve your customers with the best possible digital experience.
Related Article: Composable Architecture: Building Your Roadmap to Success
Streamlining Content Operations With the Right Digital Experience Platform
Third, to deliver great experiences on a consistent basis, you need platforms and processes that can continuously deliver, and ways to do so efficiently. Even the largest brands’ teams have limitations on the resources and time they can spend.
Unfortunately, marketing often operates in silos, where content doesn’t flow from one team or channel to another. Instead, disconnected teams and processes lack the ability to collaborate so that the content — and the teams themselves — can become stronger and deliver stronger work.
Choosing the right Digital Experience Platform can break down the software issues that stand in the way of greater collaboration, and leaders who seize on this opportunity can change their processes and enable teams to work more closely together and coordinate so that there is great consistency on content and experiences across channels. This leads to continuously improving content operations.
While a software platform won’t instantly solve all of your silo issues, choosing the right one can remove many of the hurdles facing teams and your existing processes. This, coupled with the right leadership approaches and approach to marketing operations, can have you waving goodbye to those unnecessary silos for good.
Enhancing Your Digital Experience Platform With AI Integration
Fourth, you know we had to at least mention artificial intelligence here. But for good reason: artificial intelligence can be an invaluable tool that augments what human teams are able to do in the process of content creation, distribution and analysis.
Generative AI in DXPs in particular can help teams create first drafts of content, create multiple versions of a single piece of content for distribution across a brand’s omnichannel landscape, and help personalize variations for personalization and testing. Modern Digital Experience Platforms are quickly adopting advanced AI features that make all of this possible, and because these platforms are increasingly composable, other generative AI tools can be plugged in where there is an opportunity.
If your website DXP doesn’t have AI capabilities, you’re missing out on potential opportunities to continuously improve your customers’ digital experiences, and your teams’ ability to create and deliver them.
Related Article: DXPs and CDPs: How to Measure and Improve Your Digital Customer Experience Metrics
The Case for Continuous Improvement in Your Digital Experience Platform
Finally, all of the above boils down to the ability to continuously improve your DXP and what it provides without having to start from scratch again, or at least as often. Despite the seemingly commonplace understanding that change is the only constant, many enterprises have yet to embrace the idea that digital is never truly “done.”
This keeps them stuck in the mindset of funding website and digital experience improvements as a set of disconnected projects, rather than as a continuous strategic investment. This makes it harder to measure ROI, and it makes it more difficult to gain funding for a long-term initiative without a clear beginning and end.
Choosing the right DXP means that you have a platform that you can continuously monitor, adjust and improve. It integrates with analytics that can tell you what is performing well with your customers for better CX, as well as what internal processes and workflows can be improved for greater efficiency.
Conclusion: Continuous Improvement in Your Digital Experience Platform Is Non-Negotiable
As you’ve seen throughout this article, the “right” DXP depends on several factors in your organization — it’s not a one size fits all approach.
Yet, choosing the best Digital Experience Platform for your organization and teams can improve the experience for your customers seeking a consistent omnichannel interaction with your brand, as well as the collaboration and coordination of your internal teams.
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All of this adds up to a win for your brand, which will have happier and better-informed customers, and more motivated employees to support your brands. While that’s a lot of pressure to put on a tool like a DXP, the right fit for your organization may just be up to the challenge.
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