How A Digital Experience Platform Helps Businesses to Deliver Omnichannel Experiences?
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By: mansi borkhatariya

How A Digital Experience Platform Helps Businesses to Deliver Omnichannel Experiences?

The world is constantly moving towards digital transformation with the emergence of highly advanced technologies. Businesses have started considering the latest technology trends to meet the customers’ expectations.

Creating and delivering omnichannel experiences is the most recent and extremely popular trend that every business wants to achieve. Adoption of omnichannel experience is the subject of interest for every domain due to several lucrative benefits. By developing and implementing a tailored Digital Experience Platform, you can easily create and deliver omnichannel experiences.

To meet the changing market demands, many brick-and-mortar stores have started considering online retail channels. In 2020, this change became universal due to the COVID-19 pandemic.

Almost every country of the world declared a lockdown to control the spread of the coronavirus and suggested people stay at home and maintain social distance from each other. In this situation, it becomes difficult for the customer to visit the store and get a physical experience.

Thus, business turns towards adopting multichannel and omnichannel approaches to deliver compelling digital experiences to the tech-savvy customers and keep them happy and satisfied.

In this post, we are going to discuss how a robust Digital Experience Platform helps you in creating omnichannel experiences. But, before that, you need to have a brief understanding of both the terms “Omnichannel Experiences” and “Digital Experience Platform”.

Let’s get started.

What is the omnichannel experience?

Omnichannel experiences are also popular as omnichannel customer experience (CX). It allows the companies to streamline their interactions with the target audience across multiple touchpoints in a unified way in order to deliver a consistent and exciting brand experience.

These days, all the customers are looking for omnichannel experiences with seamless services and transparent communication.

While defining an omnichannel strategy for your organization, you need to consider multiple output channels to empower your sales, marketing, and customer support teams. With the right omnichannel strategy, you can deliver a cohesive customer experience across any channel. It becomes easier for customers to reach out to your brand too.

From the customer’s point of view, every interaction they make with your brand should be part of a singular experience. Thus, it should not be repetitive and siloed. To enable your target audience with a consistent omnichannel experience, make sure you provide them seamless journey across all the touchpoints regardless of online and offline.

Why should businesses consider Omnichannel experiences?

Once you have a well-designed omnichannel strategy in place, you can definitely deliver a great customer experience. To create and provide a consistent customer experience, you need to understand customer journeys across varied channels and devices.

Implementing an omnichannel approach, brands can have

Improved customer life value

Over a period of time, omnichannel customers are more valuable to your business than physical store buyers. Through this approach, you can interact with your audience and vice versa in a simple and intuitive way.

When you ensure your customers receive consistent responses from you, in turn, you will get a loyal customer base that prefers your brand first while making a purchase.

Increased customer retention

The true essence of omnichannel experience lies in it allows your customers to connect with your brands through their preferred channels or devices. This makes customer transition and interaction easier for you. In the long run, it will be the best customer retention strategy as it directly or indirectly improves customer satisfaction too.

Better tracking of the customer journey

If you want to have a birds-eye view of your customer’s buying journey, you must consider an omnichannel strategy. Enabling you with the customer journey map and customer experience map, omnichannel helps you understand the buying journey of your customers.

With omnichannel, it becomes easier to work with a multichannel system. Moreover, it helps you identify customer-facing issues. Through a customer journey map, you can understand the customers’ buying patterns across the different touchpoints and analyze their interaction with your brand.

Increased sales

By creating omnichannel experiences, brands can increase customer engagement and conversion that impacts positively on the sales and eventually increase the ROI.

As per a study conducted by Harvard Business Review, omnichannel buyers spend 10% more online than single-channel customers. It also reveals that the omnichannel strategy is widely adopted by the leading brands. The medium and small-scale businesses are not taking it seriously.

Considering the omnichannel strategy the leading companies are prioritizing long-term growth. They are interested and want to embrace the omnichannel strategy for strategic and structural benefits.

Reach out to new customers

An omnichannel strategy helps brands reach out to the new target audience. Deliver amazing customer experiences by channelizing the sales and marketing efforts. With an omnichannel strategy, leading brands to small and medium scale retail businesses can increase the number of customers’ footfalls in their physical stores as well as online stores.

Deliver better customer experiences

Do you know the expectations of your customers?

You might have a long list of it. But, out of all, the most important desire of buyers is a unified experience.

With the increasing number of customer touchpoints, the process of buying and selling the products becomes more complex. This has raised the need for seamless integration from one channel to another. Create and deliver consistent customer experiences through a mobile push notification, a social ad, a conversation with your chatbot, or an in-person meeting with your store executives.

Break down the wall amongst the different channels of your business and empower your customers by interacting with them in such a way that they feel natural to them.

Boosted customer loyalty

Earlier, we have seen that the customers who receive the omnichannel experiences tend to spend more. Moreover, they also prefer to stay more loyal to the brands.

The same study also reveals that after getting the omnichannel experiences, the shoppers have paid 23% more repeat shopping visits to the retail stores compared to those buyers who did not get omnichannel experiences.

Additionally, the buyers with omnichannel experiences are more likely to recommend your brands to their friends and families than the customers who prefer to buy the products through a single channel.

With a tight omnichannel strategy you can create and communicate an engaging brand story that helps you to drive customer loyalty. It is more impactful compared to the traditional marketing strategy that involves mid-sale campaigns, discount coupons, and more.

Awesome!

By creating an omnichannel strategy, you can kill two birds with one stone. Yes, it allows you to leverage increased sales as well as customer loyalty.

Sounds good, right?

Improved operational efficiency

A well-defined omnichannel strategy allows brands to reduce overhead costs and improve operational efficiency. Collect the data of customers’ interaction on different channels, create a holistic view of all the data, and analyze them to get meaningful insights out of it.

It helps businesses to save time, money, and effort for creating and executing separate strategies for every channel.

What is a Digital Experience Platform?

Digital Experience Platform is also known as DXP. It is an emerging category of enterprise systems and becomes essential for the brands which are undergoing digital transformation. The ultimate goal that any organization can attain through DXP is to deliver better customer experiences.

DXP can be a single platform but is often a suite of solutions that work together to create amazing customer experiences. It provides a progressive architecture that helps organizations deliver connected experiences, gather actionable customer insights, and digitize the varied business operations.

To get exclusive insights about Digital Experience Platform, don’t miss reading An Ultimate Guide to Digital Experience Platform (DXP).

Why should brands go for a reliable Digital Experience Platform?

Identify immediate needs

The digital business becomes more unified and personalized with each passing day. Thus, it is essential to interact with the target audience at every stage of their buying lifecycle. Managing the data in a structured and sophisticated way, you can have a streamlined process for identifying the customers’ pain points and communication gaps.

Leverage digital transformation with the help of Digital Experience Platforms to reduce communication gaps and meet the expectations of the buyers. It also helps to prioritize the customers’ wants without adopting any specific type of interaction or technology.

When brands are aware of the immediate needs of the customers for digital experiences, they can act based on their knowledge base rather than defining and executing the digital transformation strategies with incomplete data.

A digital experience platform offers a wide range of tools that can be integrated with third-party software or applications to address the dynamic needs of buyers.

Accurate marketing and improved customer engagement

You can improve customer experience and engagement by considering the below steps

  • Provide omnichannel interactions
  • Constant tracking, measuring, and analyzing the buyers’ behavior

With the right Digital Experience Platform, you can track the buyers’ behavior across the different customer touchpoints and define personalization strategies for the target audience. Harnessing the potential of the latest technologies such as the Internet of Things (IoT), companies can access more channels to collect customer data and get better insights into their behavior.

Discover buying patterns of the shoppers and understand the customer behavior with your brand to improve their experiences, even before they ask.

To collect the basic information of your target audience, you can utilize the DXP. It helps you gather and manage different data related to the shoppers such as

  • Demographics
  • Basic contact information
  • Communication history with the brands
  • Psychographic data points such as lifestyles or personalities
  • Responses to marketing campaigns
  • Transactional data
  • Site engagement through social media sharing, browsing time, number of clicks, and more

DXP pulls the customers’ data from varied sources and manages them in a centralized repository so that the different departments of the organization can access them as needed through a customized view. This makes sure your entire company is on the same page, working with updated information, and making digital transformation-related decisions with holistic insights and greater accuracy.

Flexible architecture

A common problem with technology is that every technology gets upgrade as time passes. It results in unforeseen costs as the implementation of the new updates may take longer or can be more expensive than expected.

Select a Digital Experience Platform that enables you flexibility and integration so that the solution will be cost-effective to you over time.

Industry experts for digital transformation are well aware of the truth that technology upgrades can take months and years. Sometimes, until you receive technology upgrades and define the right strategy, the trend is about to end because of the increasing popularity of other technologies. Another possibility is, the industry veterans are already gearing up for the next digital change.

This risk is associated with every technology trend that you are interested in. It may be evaporated by the time your company gets ready to configure it.

In today’s frequently changing digital environment, implement a Digital Experience Platform that allows for seamless integration with any of your existing enterprise systems or third-party software and applications.

Digital Experience Platform manages the core components in a single location so that it will be a cost-effective and long-term investment for the businesses that reduce the risk of matching the digital trends.

Adopting DXP helps companies to create excellent customer experiences within a small budget. Additionally, they can quickly respond to the changing market trends.

Better personalization

As discussed earlier, advanced Digital Experience Platforms offer integration flexibility. You can integrate DXP with different systems and platforms such as social media, CRMs, contact centers, etc. to get a 360-degree view of each customer. Modern DXPs support machine learning, artificial intelligence, and an intuitive dashboard to get exclusive insights about the customers.

It helps to drive the right values from each customer touchpoint. The brands can collect customer data from different sources and analyze them to understand customer preferences and buying behavior. Based on the insights gained, they can define a personalization strategy for each customer. Eventually, you can improve customer engagement and increase conversion rate.

Improved productivity

With the right Digital Experience Platform, you can influence the working process within the organization that helps attain better productivity. Here’re the reasons how DXP impacts employee productivity.

  • Employees have quick access to all the essential information whenever needed
  • Built-in language and currency tools make multi-lingual and multi-currency management easier than ever before
  • Better and transparent communication and collaboration boosts efficiency
  • Inter-departmental barriers and silos are eliminated

Leveraging customization, employees have all the basic details of customers and are aware of their preferences. They can offer the specific products and services that the buyers are looking for. It saves a lot of time and effort for your teams to drive tremendous customer engagement.

DXP allows your team to change the setting and upgrade the tools when required in accordance with their needs. The flexibility ensures a better outcome.

Single control center

By managing all the core components on a single platform, you can have holistic control over all the related processes. To create better customer experiences, you can track customer behavior across the different channels, collect the data, analyze the data, deliver the relevant and contextual content by offering customer support at the same time.

You might be thinking of using different software to achieve these different objectives. Well, consideration of the multiple software is insanely expensive and tough.

DXP provides you built-in solutions so that you do not need to switch between different platforms to perform multiple tasks. When you have the luxury to manage all the data in a single platform, you can simplify the optimization of processes with all possible implications.

Implementation of DXP helps you get better insights, save time & effort, happier customers and employees, and more. Ultimately, it supports your customer-centric approach to doing business.

Rich customer experience with touchpoints optimization

Gain comprehensive optimization across all the intended channels with the help of a Digital Experience Platform. It also allows for creating and delivering personalized experiences through customer interactions.

Do you want to explore how DXP can do this?

DXP allows companies to track and analyze customer behavior on multiple output channels, identify customers’ requirements, and perform user profiling and data prediction in real-time. This results in more effective and faster customer journeys.

Allowing brands to access a higher number of channels for customer information, DXP empowers them to get exclusive insights. It collects the data from different customer touchpoints at regular intervals and updates the data in one place so that all your departments can access it.

It ensures that the updated data is available with your entire team and they are making critical business decisions based on accurate facts.

Customer-centric approach

To earn customer loyalty, it is very important to trigger their emotions. By establishing an emotional connection with your customers, you can leverage the improved brand identity. We all know that today’s tech-savvy buyers are looking for solutions that are uniquely defined for them.

If you are selling products and services, then it is not enough to meet the dynamic needs of modern customers. You need to pay special attention to the customers’ requirements and expectations. Not only that, you need to go the extra mile and provide original, relevant, and personalized content for the specific target audience.

The best examples of customer-centric approaches are Amazon and Netflix.

  • Based on the previous purchase of the customers, Amazon advises them to buy a book.
  • Netflix suggests the movies to the users based on their preferences.

How a Digital Experience Platform helps you create and deliver omnichannel experiences to the customers?

In today’s dynamic business world, the real asset for any organization is brand value. To establish a strong brand value, it is essential to create a frictionless customer experience.

To create an excellent customer experience, companies pay extensive attention to implement different management systems such as product information management, customer relationship management, and content management systems. Implementation of these platforms is not enough. Seamless connection between these systems is equally important to eliminate data inconsistencies.

Modern buyers have growing exposure to a wide range of media platforms and technologies. This has raised their expectations and demands from the brands.

According to a survey conducted by Hubspot, ‘93% of the buyers are more likely to make a repeat purchase from the companies that enable them with great customer experience.’

It is essential for the brands to take the customer experiences seriously and adopt the relevant solutions. Implementation of different systems has its own challenges and obstacles including lack of customer behavior, rigidly coupled applications, and obstructed capability enhancement.

Eventually, brands can streamline their efforts for user experience. The conventional CMS and other web management solutions won’t help to serve the purpose. You need to look beyond the traditional platform.

Boost omnichannel experiences with Digital Experience Platform

Digital Experience Platform helps businesses to design the perfect customer journeys and aggregate the content organization-wide. Allow your different departments to share their knowledge and keep every team member updated with the latest information.

It works as an experience and interaction layer in an extensive, interconnected, and complex technology landscape. It is a myth that DXP helps in creating only web and mobile solutions. But, the power of the platform is beyond this limit.

Harnessing the potential of Application Programming Interface (API), DXP allows building hi-tech solutions where you can consider voice assistance or chatbots on varied devices ranging from desktop, laptop, mobile, kiosk, IoT based smart devices, and more across varying channels. Offering the unified approach, DXP ensures brands create and deliver an omnichannel experience.

With the right DXP, you can deliver a consistent omnichannel experience to the customers in many ways. Here you go.

Single-layer experience orchestration

Digital Experience Platform supports different methodologies such as persona-based modeling, user-centered design, and customers’ journey mapping across their buying lifecycle. Implementation of DXP allows you to access the different types of methods to create better customer experiences.

The platform enables brands with a single interaction layer that allows them to harmonize and reuse the content across different output channels and devices. To achieve this, all you need to do is decouple the customer-facing layer from metadata and content. As a result, companies will be able to deliver an enhanced customer experience that leads to improving customer retention, satisfaction, and acquisition.

Break down functional silos

To create and deliver a relevant and consistent customer experience, it is very important to have seamless interoperability amongst different technologies within the company. It allows buyers to search, navigate, and discover the products and services they are looking for while accessing consistent information during their buying journeys.

It reduces the incompatibilities between different pieces of technologies and systems in a company. With the right Digital Experience Platform, you can integrate different systems and information sources, transfer digital assets, and drive products effectively across varied sales, marketing, and eCommerce channels.

DXP automatically classifies the information coming from disparate channels. Most of the DXP solutions available in the market offered federated search and dynamically generated navigation based on information graphs and metadata.

In addition, the users can have personalized navigation based on their roles and responsibilities. It also allows availing conversational interface and natural language queries.

Multi-channel support

The number of customer touchpoints is rapidly increasing. It’s a good part for the buyers but to manage all these points effectively is a major challenge for the companies. DXP is the right solution to meet such requirements as it offers contextualized digital experiences.

The core capabilities of DXP are not only focusing on maintaining the information quality and fidelity to various channels and devices but also produce the information that meets the users and channels’ requirements.

Digital Experience Platform has much more potential than just providing interactive templates and APIs that are geared towards making clients self-sufficient. It helps brands create alternative user interfaces.

Seamless integration

While implementing any software or application, the speed and effectiveness of the integration are very crucial. With the constantly expanding arsenal of data, companies cannot afford to waste time in the integration process.

The conventional DXP enables the users with pre-integrated components and expedites the deployment. Focusing on improving digital experience effectiveness, DXP provides pre-built integration with 3rd party applications or software such as Content Management System (CMS), Product Information Management (PIM), etc. as well as the existing enterprise systems such as Enterprise Resource Planning (ERP), Human Resource Management (HRM), Customer Relationship Management (CRM), and more.

Considering modern DXP like Pimcore, you can easily integrate your legacy enterprise systems and platforms. Being an open-source experience platform, Pimcore allows organizations to integrate different systems and departments with ease. Leverage the advanced abilities of DXP for creating personalized customer experiences as well.

Cross-departmental collaboration

The whole team of an organization works around a common mission and goal. To attain the ultimate organizational objective, it is essential for the companies to facilitate them with standardized forums and portals where they can communicate effectively.

DXP helps companies to set up a powerful collaboration platform for their different departments. It offers a conducive environment for your team members so that they can work in groups towards the specific mission.

These days, the virtual workplace is gaining tremendous popularity. Implementation of DXP allows your team to communicate effectively and exchange information seamlessly.

All the data and information that is available on these portals simplify the collaboration amongst the different departments. Not only that, it also helps in creating and delivering a consistent user experience. Enabling transparent cross-departmental communication, DXP helps brands to accomplish their business objectives holistically.

Closing lines

This is an era of the digital revolution. Companies are embracing digital transformation not only to improve productivity but also to deliver consistent, relevant, and personalized customer experiences. Pick the right Digital Experience Platform that helps you explore new opportunities and expands your business.

One of the most important tools for any organization is DXP as it retains the consistency of customer experiences across a wide range of devices, channels, and modalities. The right implementation of DXP helps you manage, monitor, and maneuver your CX by meeting customer expectations at the same time.

Harness the potential of DXP to design a perfect customer journey and aggregate connections throughout the organization by permitting your departments to share knowledge. Thus, it allows connecting the most important dots of your business such as clients, employees, and vendors.

Before selecting a digital experience platform, you need to explore the capabilities of all the leading platforms available in the market and pick the one that best suits your business needs. Choose a DXP that helps you create seamless customer experiences while sharing the content with varied teams.

DXP aims to create a frictionless omnichannel experience along with multichannel customer journeys that help businesses to establish a strong brand value.

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