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WHAT IS DXP AND WHY IT IS IMPORTANT?

A digital experience platform (DXP) approaches customer experience in a streamlined fashion, bringing together various components, such as a content management system (CMS), digital asset management (DAM) and analytics, onto a shared platform, which is then managed according to security preferences.

Thanks to DXPs, organisations can now centralise the sharing of all their digital assets, collect data on customer journeys and learn about customer preferences, enabling them to hyper-personalized services and deliver unique digital experiences to all touchpoints.

There are not many DXPs available on the market today and choosing one that is right for your organization is not an easy task. Below you will find five tips that will guide you through the phase of selecting your digital experience platform:

ASSESS YOUR READINESS FOR CHANGE

Does your organisation communicate with a diverse audience across a variety of different touchpoints? Would your users, both employees and customers, benefit from a fully connected experience? And do you have board-level sponsorship? Answering these three very basic questions will help you determine how ready you are for a DXP and increase the likelihood of the project’s success.

IDENTIFY YOUR BUSINESS GOAL

Very often, organisations do not look beyond their internal goals when investing in technology and their investments end up costing them a lot of money, while failing to meet business goals. However, by starting with an understanding of what your customer or end user really needs, both in the short-term and further down the line, you will be in a better position to determine what the business outcome of your DXP should be.

THINK IN TERMS OF THE USER JOURNEY

It is important to understand how users interact with your organisation’s different touchpoints, as this will enable you to improve the overall user experience. By examining what users are looking for, which device they are using to look for it and how they interact with the various touchpoints, you will be able to choose the right set of technologies for a range of different use cases.

GET TO GRIPS WITH THE TECHNOLOGY

Before making the move into a new tech environment, it is important to understand what your current technology can do, who it does it for and why. This is where a user journey map comes in handy, as it enables you to identify gaps in your technology that prevent you from providing great user experiences. Once you understand where you are in terms of your own technology, you will able to understand whether it is compatible with a DXP technology.

PUT TOGETHER A ROADMAP

When choosing a DXP, it is important to put together a roadmap. This involves asking yourself where you want to be in, say, five years, then working back. You will then be able to establish goals, key milestones and tasks for each stage of the project, in a way that is realistic and relevant to your business. Furthermore, it is crucial to align your roadmap with the user journey that you establish at the beginning of the project, in order to ensure you deliver the enhanced user experience desired.