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3 Key Benefits for Digital Experience Platforms

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This post was written by Christine Reyes and appeared here first on Liferay.com.

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Business processes driven by customer needs are more than a popular trend; they are the driving factor behind successful digital transformation and company culture shifts.

Digital experience platforms are designed for companies that understand the importance of breaking down silos and bringing together data and channels in a way that can be shared among business units. Common features include analytics, customer context views, personalization and multichannel support.

Their goal is to enable companies to manage the elements of exceptional experiences with a clear view of business analytics, integration, comprehensive customer data and cost-effective implementation. Further benefits of digital experience platforms to digital businesses include the following:

1. Identify immediate needs in digital customer experience

As digital business becomes more personalized and unified across devices, it becomes increasingly important to interact with people at every stage of the customer lifecycle. Sophisticated data management streamlines the process of identifying customer pain points or gaps in communication, which can then be leveraged to improve digital experiences. This prioritizes what customers want without locking companies down to any specific technology or type of interaction.

Once companies identify immediate needs in digital customer experience, they can act on them from a place of knowledge, rather than trying to build strategies off of incomplete data. A digital experience platform will then be able to provide tools or integrate with the correct external products to address these needs.

2. Improve the accuracy of your marketing and customer engagement through holistic customer data and information

The first step to improving experiences is to offer the omnichannel interaction, and the second step is to constantly track, measure and analyze so that customer engagement can grow and evolve.

Digital experience platforms allow companies to track customer behavior at each digital touchpoint. As the Internet of Things (IoT) grows, companies will have access to more channels of customer data, enabling them to draw new insights. The goal is to discover patterns in customer behavior and constantly improve customers’ experiences, even before they ask for it.

Customer data can include basic contact information, demographic snapshots, psychographic data points such as details about personalities or lifestyles, transactional data, communications history with the brand, account preferences, responses to marketing campaigns, and site engagement tracked through clicks, browsing time and social media shares.

A digital experience platform will pull this data into one place that each department can access as needed through customized views. This ensures that the entire company is working with consistent, updated information and basing decisions on accurate, holistic insights.

3. Use integration and flexible architecture to stay on the cutting-edge of digital trends

A common burden of technology upgrades is the unforeseen costs when development takes longer or is more complex than planned. If a digital experience platform achieves an effective level of integration and flexibility, then it will be cost-effective over time.

Veterans of digital change know that a technology upgrade can take months or even years. Sometimes, by the time you get the technology and strategy right, the trend is in its last days and the industry leaders are already gearing up for the next change. This makes it risky to pursue any new digital trend, because it may have evaporated by the time your company finally gets the fancy new software configured for your needs.

In today’s quickly changing digital environment, vendor lock-in is a handicap, and any digital experience platform should also make it easy to integrate with outside products, not just the vendor’s own offerings.

Because a digital experience platform starts with the core components in one place and product, it would be a cost-effective, long-term investment that mitigates the risk in acting on a digital trend. This could potentially level the playing field for companies that don’t have the largest budget, provided they have the foresight and agility to respond to the shifting sands of the market.

Final Thoughts

A digital experience platform provides the capabilities that you need to produce a variety of user-facing experiences. The exact tools offered will differ by vendor, and it is up to companies to assess their goals and determine which components are required for their strategy. However, the unifying principle for digital experience platforms will remain the same: architecture that integrates core business tools and provides a foundation for future digital innovation.

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DXP: Digital Experience Platform

Read more about the digital transformation and how you can create customer-first digital experiences. Download Liferay’s Digital Experience Platform whitepaper.

A Conversation with Customers: Liferay Digital Experience Platform

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This post was authored by Bryan Cheung and appeared here first on Liferay.com.

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The internet has changed the way we live because it gives everyone an equal voice in a global conversation. No matter who you are or where you live, you can make yourself heard, whether by contributing to Wikipedia, creating a video that goes viral on social media, or corresponding personally with people and organizations around the world.

And yet it still seems like so much shouting is going on, and not enough listening. One of the areas we see this is with companies and how they interact with their customers.

As companies, we have a bigger opportunity than ever before to hear our customers—to understand the problems they face, and give them the right solution to make their lives easier. That might be your next great product, but it might also be a simple phone call or email giving them some advice or help.

Unfortunately, too many companies today are overloading their customers with emails, offers, and content that reflect the company’s priorities rather than meeting the customer’s needs. These companies see digital technology as just another channel through which to talk at their customers.

That’s why we are happy to announce today the launch of Liferay Digital Experience Platform (DXP). With Liferay DXP, we asked ourselves, “How can we help companies do a better job of listening?” Liferay DXP helps your customers have a conversation with you, to make their needs heard and give you a chance to meet them.

It’s also important for the customer’s feedback to make an impact on your actual business operations. Liferay DXP isn’t just about surface level interactions. With our portal heritage, we’re able to integrate those interactions into your business operations, updating customer records, getting workflows going, and sending up-to-date information back to the customer.

And finally, in a world where customer data is increasingly being treated as a commodity to monetize, Liferay DXP seeks to give companies the tools needed to handle their customer’s data securely and sensitively. We want to encourage properly handling and processing data in a way that’s right by the customer.

Over the past 15 years, Liferay has been trying to find ways to make technology work better for people. As an open source company, we made sure the software we built met the needs of real users and customers. As a portal provider, we did this by matching people to the content and applications that suited their role in an organization.

And while making things friendly and easy for regular people, we also made sure to adhere to the stringent security requirements of our toughest customers.

We see Liferay Digital Experience Platform as the next logical step in our evolution as a company, and I hope that we’ve done a good job listening to your needs as we’ve designed our product.

 

Here’s Liferay’s official press release.