The digital experience platforms (DXPs) are transforming business operations, playing a significant role in transforming the customer experience (CX) journey. But, there are multiple myths associated with DXPs that confuses firms about how to adopt it effectively.
PWC reported that 86% of customers are willing to pay more for a brand with a better CX strategy. But, firms are still unclear about their ROI plans regarding investing in the digital experience platforms to enhance the customer experience. Broadly, the CX strategies should focus on enriching each customer’s journey.
Having a DXP solution in place empowers the brand with tools to cater successfully to their CX initiatives. DXPs also set the stage for broad-scale digital transformation focusing on workplace modernization and customer experience enrichment. The decision-makers need to be clear about the concept and utility of DXPs, to avoid falling prey to associated misconceptions related to this technology.
Few of such misconceptions are mentioned below that CEOs, CMOs and CTOs should never fall prey to:
Misconception: DXPs are only designed to link various applications
Fact: Being API-driven, DXPs is highly flexible by architecture to open-up unexplored opportunities. They also facilitate the creation of progressive web apps and single-page applications, transforming the entire organization.
Misconception: A DXP is a combination of new and existing technologies where each technology has specific functionalities
Fact: At its core, a DXP as a platform is actually an empowering tool. DXPs are designed to form the basis for enabling the actual composition, delivery, management, and optimization of digital experiences across multiple digital channels.
Misconception: Having any consumer-facing digital solution, such as content management system (CMS), a marketing automation platform (MAP), or a customer relationship management (CRM) solutions is same as having a DXP
Fact: CRM, MAP, CMS are result-oriented, and so is a DXP. But, DXPs work as an interoperating layer, often overlapping with certain functionalities of these solutions. However, in case DXP is absent, solutions like MAP and CRM can create disjointed experiences. DXP makes the whole organization more synchronized, working together towards improving customer experiences.
Misconception: DXPs focus on specific channels of delivery like a mobile website or app
Fact: A DXP is a channel to deliver and digitally interact with prospects and customers across multiple touchpoints like web, mobile web, smart devices, mobile apps, etc. It is not at all the same as delivery channels – instead, it enables firms to establish seamless communication on various channels through APIs.
Misconception: A DXP is only for the communications to be used by CX teams
Fact: With its reporting features, a DXP is empowered by a vast pool of actionable data that is accessible by business leaders and other key stakeholders. From identifying opportunities for business growth to enabling personalization at scale, the insights created by DXPs can help decision-makers drive the business forward.
Before thinking of investing in any DXP solutions, firms first need to clarify these misconceptions. Once businesses are sure of what a DXP is, what it can and cannot do, they need to enlist their specific CX transformation goals clearly. Next, firms need to assess the potential of DXP vendors comparing their solutions to understand their capacity to address these custom objectives. Only after proper analysis, the key decision-makers can single out the best fit DXP solution.