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4th movement: Digital Experience Platform – The individual Parts become a Whole
The 4th movement is the Digital Experience Platform (DXP). And it is here that they all come together, every single movement of the symphony, the bars and individual parts. The Digital Experience Platform is the main interface to the customer and enables marketing to reach customers contextually and at the right time – and, in times of digitization, of course in many cases already automated, so as not to have to do without a high degree of personalization.
Such platforms often started as content management or shop systems with which content was managed. Today, DXPs often take an omnichannel approach that serves multiple touchpoints and channels, ranging from social media and content marketing platforms to automated mail campaigns, eCommerce software and apps, or service centers. In addition, they increasingly support the integration of adjacent target groups such as partners, suppliers and franchisees. This is very helpful because a complete digital transformation strategy encompasses all stakeholders who play an important role in supporting an exceptional customer experience.
What is important is that the chosen solution must offer great drive in order to enable the customer experience conductor to act or initiate actions at the right time in the right place – for example, to reach out to customers via e-mail and messenger when the product that is right for them is just coming onto the market, to correctly prioritize their online service request and to answer it taking into account previous service contacts, or to feature hiking boots in the online shop immediately after the customer posted an account of their last mountain tour on Facebook.
To maintain the visual consistency of the brand across all measures, another important function of DXP is design management. This means that, starting from a central library, the so-called pattern library, design can be consistently controlled on all digital channels. A design management system also automates certain software development processes, such as parts of frontend development, and facilitates the integration of several creative and development service providers.
It will be exciting to see which DXP will be able to integrate voice interfaces and messengers such as Whatsapp intelligently – because this will lead to a much more personal dialog with the consumer in future.