What is digital experience? Digital experience is the interaction between a user - whether it is a customer, partner, or employee - and an organization, made possible by digital technologies.
Most companies today provide services digitally in some form. While the digital experiences offered by different businesses may vary, they most often include the physical services they offer, transferred online. However, this type of experience may go beyond this, providing users with services that are only possible because they are situated digitally. This type of experience is looked for by companies that are not only aiming to use their websites as an online alternative to their physical locations but also by businesses that want to adapt to changing customer needs.
Users seek not only convenience but also timely completion of their tasks, as well as the possibility to do them from whichever location they choose. Digital experience’s purpose is to let each user take advantage of a company's services according to the user’s preferences. But the real advantage to digital experience is the fact that it goes beyond just offering the same services.
The main benefit of digital experience's main benefit is that it provides users with the physical services of a company online, while also offering services that you can only access on the internet. Online users can benefit from hyperlinks, a variety of interactive options, and the ability to access information promptly in one place. This type of interactive element allows users more freedom, making it more likely for them to choose the same company again in the future. This is why many companies seek to improve what they offer their customers digitally, and why the need for more digital experience platforms - the online locations where this can be achieved - is rising.
The places where organizations interact with their customers online are called digital experience platforms, or DXPs for short. A digital experience platform or DXP is a cohesive, integrated piece of technology that enables a company to create, manage, deliver, and optimize a digital experience for its customers. Through the different tools DXP uses, customers not only consume the content presented by organizations but also express their feedback to potentially influence the improvement of the company's performance regarding digital experience. Through the collected data of users on digital experience platforms, organizations are able to adapt their services more to the consumer bases' needs and liking. There are various DXP providers, making it simple for companies to use their services and quickly reach their customers instead of having to build their own platform from scratch.
Different types of websites, mobile apps, email, social platforms, and POS systems, are among digital experience platforms' ways of providing content to customers. Through these various types of channels, a DXP can distribute a business's content to different groups, including all customers of a company through their preferred way of receiving the delivered information, while maximizing the exposure of the business to the digital space.
A digital experience platform's structure can be different for each company, however, many contain similar components. Many DPXs contain content management systems (CMS) to allow organizations to upload content for their users; an e-commerce option to let users shop online; customer relationship management (CRM) to track data of users; and application programming interface (APIs) and integrations to enhance the performance of the platforms.
Digital experience platforms are important for every organization or business that wants to reach the maximum number of customers while making its services quickly and easily accessible online. DXPs are a simple way for a company to track its users' data, through a CRM, for example, collecting the behavior of users online and thus quickly identifying their needs and answering them. Through digital experience platforms, organizations can not only track their customers easier, they can enhance their communication and work together in a single place. Through the easy access of DXPs and the different components such platforms may have, organizations can reach customers from more locales and backgrounds and meet their needs accordingly.
There are several benefits that digital experience platforms may bring to a company, including:
