DXP platforms in the digital age prove that business connectivity is more crucial than ever. Companies need efficient and effective ways to connect all areas of their organization to remain agile, competitive and customer-focused.
In this regard, digital experience platforms (DXPs) are emerging as key catalysts for this transformation, redefining the way businesses interact digitally both within and across borders.
DXPs can increase lead conversion rates by 15% and improve customer retention by 10%, according to a, according a Forrester report.
Read also: The impact of user experience in companies
Throughout this article, we will understand much better what DXP is, how this tool is transforming the internal connectivity of companies and the benefits it brings in the optimization of processes and areas.
LDigital experience platforms (DXP) represent a comprehensive set of technologies that enable companies to create, manage and optimize consistent and personalized digital experiences across all touch points with customers, employees and other stakeholders.
In this regard, Gartner¹ says about DXPs that:
"A digital experience platform (DXP) is a cohesive and well-integrated set of technologies designed to enable the composition, management, delivery and optimization of contextualized digital experiences across multiple experience customer journeys."
From content management to advanced analytics and systems integration, DXP platforms offer a unified approach to creating world-class digital experiences.
These platforms have an important relevance in the operation of companies, because they help areas to be faster in their processes. Just to give an example, DXP can reduce content creation time by up to 50% and improve the efficiency of digital marketing by up to 30%,according to Gartner data.
Read also: Automation in digital marketing
DXP platforms act as the connective tissue that ties together the different areas of an enterprise, from marketing and sales to customer service and operations. By providing collaborative tools, integrated workflows and access to real-time data, DXPs foster seamless collaboration and more informed decision making across the organization.
They not only transform the way internal areas of a company connect, but also play a fundamental role in connecting with customers, partners and other stakeholders.
From personalizing the customer experience to enabling digital ecosystems, DXPs enable companies to build strong and lasting relationships in an increasingly digitized world.
Against this backdrop, experts such as Mordor Intelligence, project growth to reach USD $24.10 billion by 2029, with a compound annual growth rate (CAGR) of 11% between 2022 and 2029.
Implementing DXP platforms brings a number of tangible benefits to companies, ranging from increased operational efficiency and improved customer experience to greater business agility and sustainable competitive advantage.
By investing in a robust and scalable DXP, companies can drive innovation, accelerate time to market and capitalize on new growth opportunities in today's digital marketplace, but let's take a closer look at each of the benefits:
One of the great challenges that companies face today is to centralize data and reduce information gathering times. This is where APIs facilitate the connection with DXP, allowing an integral, connected and real-time visualization of all the company's tools and software.
By centralizing the entire operation in a DXP platform, it is possible to access real-time data, which allows to easily understand the behavior of the business and have a more reliable KPI's measurement of the ROI at each touch point and make decisions about the channels, products and even customers that bring more value to the company.
From the DXP the customer is always at the center of the operation and here it is essential that the experience is not only memorable, but from every point of contact, the interaction between the brand and the user is very fast, effective and agile.
Indeed, the BigCommerce platform estimates that omnichannel experiences, such as those offered by DXP platforms, can increase customer retention by up to 90% in both traditional and digital channels.
''71% of customers expect companies to deliver personalized experiences.''McKinsey & Company.
Personalization in content creation and product recommendations will be key to delivering information that nurtures, educates, and provides value beyond a product, it is a consultative process in the face of the challenges and pains that businesses face.
Artificial intelligence (AI) is perfecting these personalization processes by identifying behavioral habits and delivering information, data and content that responds to those digital consumption habits, taking inbound strategies to a new level.
Several DXP platforms have understood the great power of AI, which is why they have the ability to automatically collect information at all touch points and through artificial intelligence components, it is possible to perform actions that lead prospects and customers to take an action.
Read Also: The Future of Artificial Intelligence in Marketing: AI as a Marketing Assistant.
All this information not only nurtures the customer experience, but also optimizes it. On this point, the consulting firm McKinsey & Company published a report in which it revealed that 71% of customers expect companies to deliver personalized experiences.
Diversas plataformas DXP han entendido el gran poder de la IA, es por eso que estas tienen la capacidad de recopilar automáticamente información en todos los puntos de contacto y a través de componentes de inteligencia artificial, es posible realizar acciones que lleven a los potenciales clientes y a los clientes a realizar una acción.
Lea también: El futuro de la inteligencia artificial en el marketing: La IA como asistente de marketing
Toda esta información, no sólo nutre la experiencia del cliente, sino que la optimiza. Sobre este punto, la consultora McKinsey & Company publicó un informe en el que reveló que el 71% de los clientes, esperan que las empresas entreguen experiencias personalizadas.
In an increasingly interconnected and digitized world, digital experience platforms are playing a key role in transforming business connectivity.
By unifying different areas of a company and making it easier to connect with customers and other external stakeholders, DXPs are paving the way to a more collaborative, agile and customer-centric digital future for companies around the world.
Venditori Inc is a partner agency in strategic implementation processes of DXP platforms such as Acquia among others, hand in hand with experts in implementation and marketing, seeking to connect tools, people and results in the same environment.
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