“ Customer expectations are continuing to rise and show no signs of abating, making it undeniable that those organizations that can most quickly and most successfully create these types of omnichannel experiences will have a significant advantage over their competitors.” - Charles Araujo (Principal Analyst, Intellyx)
Businesses throughout every industry have gone through a total digital transformation, as a result of a developing technology and consumer needs. The effect of this digital change has created a competitive need within the marketplace for not just the best products and services, but a fully integrated, digital, and personalized customer experience along with the product or service. This customer experience has become a main differentiator in the marketplace, forcing businesses to adapt their traditional framework.
Customer Experience
Simply put, the customers' needs have come to the forefront of the competitive marketplace and the digital economy. Customers want whatever content or digital experience they want, whenever and wherever they want it. In a competitive market, businesses that succeed in providing this digital personalized customer experience will out rank those that do not.
Gregory Yankelovich, Co-Founder of Demo Wizard put it simply by saying: “Customers are no longer buying products and services - they are buying experiences delivered via the products and services.”
Digital Experience Platform
So how can organizations meet demanding and rapidly changing customer needs and create this customer experience? The solution is a platform has been developed to help organizations manage customers’ experience called the Digital Experience Platform (or DXP).
Gartner defines DXP as “an integrated collection of technologies and methodologies that provides the ability to design and deliver user interface/presentation capabilities for a wide variety of interaction channels.” The main role of the digital experience platform is to organize and present relevant content in a way that suits the specific customer’s need, creating an immersive and individual personalized experience for each customer. This seamless customer experience, no matter where that digital touchpoint with the customer may be, is also known as an Omnichannel Experience. Omnichannel puts the user experience at the center of content, so there is no need to duplicate content; rather, one piece of content can reach out to all different channels. This leads to a more integrated and personalized customer experience that is easier for employees to manage and maintain.
Employees
The digital experience platform not only empowers customers, but allows sales, marketing and other internal company employees to deliver the personalized, omni channel experience to their customers. Additionally, monitoring is done through controlled workflows and with the necessary internal company governance procedures.
When employees are not engaged with their own intranet or with a platform’s abilities, it has a negative impact on the customer’s experience and the digital experience platform. In order to have the best customer experience outcome and the largest possible business return, it is important to focus on the employee experience as well.
Conclusion
Organizations that want complete customer experience will require a DXP that can sustain an omnichannel environment form both an employee and consumer perspective. This is where Stantive Technologies OrchestraCMS can help your business!
Stantive’s OrchestraCMS is the only digital experience platform built 100% natively on Salesforce, one of the largest and the most commonly-used, cloud-based CRM systems. OrchestraCMS allows companies on Salesforce to manage and create compelling digital experiences for customers. OrchestraCMS allows users at an enterprise level to combine content with business data to provide customers instant access to personalized information, regardless of the device or channel, supporting dynamic engagement at its best.
Is your business ready for a digital transformation? Learn more about how we’ve helped other business leaders to create exceptional, personalized digital experiences for their employees with OrchestraCMS by visiting our landing page. You can also download our Whitepaper “The Digital Experience Platform and its Role in Digital Transformation” here to learn more!
Have questions? We invite you to ask us! Tweet us at @stantive and ask or let us know what you think of Digital Experience Platforms and the importance of the Customer Experience!