Over the last five years, digital experience platforms (DXPs) have become increasingly popular among organizations. They prioritize a fully integrated and seamless digital experience across channels and devices throughout the customer journey.
As a digital agency, we talk to many companies about their current needs from their existing website platforms and their vision for digital in the future. And with a progressive background in content management and ecommerce systems, C2 has naturally become DXP experts as their popularity has increased.
Note: If you’re not familiar with what a DXP is and the capabilities they come with, check out our last blog post “What is a DXP? And How Does it Work?”.
Challenges we’ve heard that indicate a need for a DXP
Working closely with IT, marketing, and other digital leaders across various industries - we’ve heard combinations of the following challenges that indicate a DXP is a good fit for their organization:
“My IT team is spending time doing digital tasks that take away from their real job.”
Is IT intervention needed to make updates to your website? Does marketing struggle to deploy multi-channel marketing on its own? These aren’t tasks making the most of your team’s skillset; they’re getting in the way of working toward your organization’s mission and goals. With streamlined administrative workflows and multi-channel integration features, DXPs do routine digital tasks for you and free up employee time for strategic and higher priorities.
“We have multiple websites for one company that work fine but don’t look like they’re part of the same company.”
If your users have to navigate multiple websites, it can cause confusion, negatively impact UX, and possibly leave them confused if they're viewing the same company. If you have multiple websites for the same company or product for different stages of the conversion funnel, you can’t guarantee that the user will finish what they came for. A DXP condenses your tool stack and streamlines the customer journey to create a smoother user experience.
“We are a multi-brand/growth through acquisitions model, and it’s difficult to manage various web teams and platforms.”
Having multiple brands means at least one website and a plethora of platforms to manage for each brand. C2 works with many global organizations that often need to find a way to manage each of the digital components across multiple brands, geographies, or divisions.
DXPs offer multisite management and give organizations the flexibility, security, control, and efficiency to gain a centralized view of their sites without duplicating IT and marketing resources. It also accelerates the creation of new sites, cutting down on the total cost of ownership (TCO) and increasing the return on digital investments.
“Our website isn’t flexible for quick changes or optimizations.”
Timely and relevant messaging can make all the difference when looking to communicate with customers or capitalize on a larger moment. If your ability to respond is in question, a DXP enables your team to quickly spin up new landing pages and create new content to share across multiple channels.
“It’s difficult for us to take action on analytics because we have data in multiple platforms.”
Putting your customers at the heart of your business starts with unifying your data into one actionable profile. DXPs allow you to bring data together from any source - from marketing to commerce, apps, loyalty, POS, and service. Then, you can use your data to predict customer behaviors, segment audiences, and personalize content from the same platform.
“It’s difficult for us to gauge what individual visitors are interested in, making it confusing for sales to engage them at the right time.”
With the help of features like analytics and persona-based segmentation, a DXP can help you meet your pre-purchase consumer-facing endeavors such as demand generation, delivering personalized promotions, customer acquisition, and accelerating the sales funnels easily. Further, centralized customer profiles can help you identify the pain points through their interactions across different channels. Based on your customers’ pain points, you can propose the relevant products and services to them.
Is a DXP a good fit for your company?
If your company fosters ambition, enjoys experimenting with newer and more robust technologies, and is currently limited by your CMS and related technologies, you’re likely a good candidate for a DXP.
Before you commit, make sure your organization has the right technology and infrastructure in place to support such a robust platform. Implementing a DXP takes significant investment and will only yield the best return if its suits the unique needs of your organization.
DXPs address a lot of the questions and challenges companies already have about how to make their customers’ digital experience and operational efficiencies better.
DXPs aren’t a passing fad. You’ll likely be implementing one someday; it’s just a matter of when.
Need help further analyzing if your organization is ready or fit for a DXP?
The C2 Group has years of experience working with various organization sizes and industries to find the most flexible and scalable DXP for their unique needs. With a focus on platform adoption and creating a more cohesive digital experience, C2 can help you make the most of your DXP investment. Get in touch with our DXP experts when you're ready.