Digital experience management : I ordered a product from one of the popular “Big Box” retailers’ web-to-store functionality about a week ago.
Because there were only five of these products left in stock, I decided to click “buy” and pick it up whenever it was convenient for me rather than rushing to a store that carried it.
Digital Experience Management: What It Is And What It Isn’t
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Isn’t this an excellent service? When I went to pick up the product, however, I was told that the order had been cancelled because it was out of stock and back-ordered.
I never received a message informing me that it had been cancelled.
The website still stated that products were in stock.
When I got home, the chatbot I contacted couldn’t tell me anything about my order.
My guess is that this retailer’s digital experience management hasn’t been optimised yet (DXM).
I understand that we already have customer experience (CX) and user experience (UX) in place (UX).
Is there really a need for yet another buzzword in the digital space?
Probably not, but we do need a solution to help businesses better manage omnichannel, real-time customer experiences. And for the time being, DXM is the way to go.
What Is Digital Experience Management and How Does It Work?
The ‘digital’ part is the easiest to grasp. Every interaction a customer has with your company is referred to as a “experience.”
What is their perception of your brand? And’management’ refers to how you keep track of and monitor everything so you know what messages to send and how to interact with your customers.
Companies can use a digital experience management platform to align their channels, manage their content, and keep all of their digital ducks in a row.
Customers are demanding smoother, easier, and faster omnichannel experiences, so how can businesses meet those demands?
The number of channels, the amount of content, and the types of technology available all continue to grow in 2019.
And the most forward-thinking businesses are adopting a DXM to help them stay on track with their digital experience.
What Is the Importance of Digital Experience Management?
In today’s crowded market, brands are having a harder time distinguishing themselves from one another.
When there are multiple players doing the same job well in different countries, you need to give customers another reason to choose you over them.
Today, many brands are attempting to differentiate themselves in terms of customer experience.
Experts predict that by 2020, customer experience will be more important than price or product quality in distinguishing one brand from another. What do you think?
Companies must measure and manage it if it is so important to customers.
Consider all of the ways your business interacts with customers.
What system do you use to keep track of who you’ve contacted and when?
Do you have a master spreadsheet with everyone’s names, contact information, and where they stand in the sales funnel?
Is this a process that can be scaled? This is where a digital experience management platform can come in handy.
What Are the Benefits of Digital Experience Management?
It used to be exciting to be able to use Hootsuite to simultaneously post to Instagram, Facebook, and LinkedIn.
However, today’s businesses must deal with much more than simple social media posts.
Email communication, website landing sites, checkout experiences, smart beacons, inventory, ad placement, and more are all managed by them.
They also require that everything work in unison. DXM is the piece that can handle everything, including:
The translation of languages
Personalization
- Management of content across multiple social media accounts and channels
- Data on customers, partners, and influencers should be gathered.
- Scale your customer experience across states or continents with ease.
- Data, metrics, and analytics should be provided.
- Provide information about the customer’s journey.
- Calculate the return on your digital investments.
In other words, DXM enables you to assist customers in “shopping” rather than simply “buying.”
It enhances their overall shopping experience while also assisting you in determining what is (or is not) working.
This was a hot topic at the National Retail Federation show earlier this month in New York City.
It’s the merging of the physical and digital worlds, aided by analytics, machine learning, AI, IoT, and a slew of other technologies, that will usher in the next generation of omnichannel shopping experiences.
Advice on Getting Started
You should consider UX when selecting a digital experience management platform.
If your DXM is too complicated or difficult to use, none of your employees will want to use it.
To make life easier, choose one with a central dashboard. Make sure it’s adaptable and can scale or change to meet your business’s needs.
If you have customers from other countries, make sure it can provide translation services.
And, if your business model includes products, make sure it can easily sync omnichannel content, including inventory.
Is it a trend or a game of chance?
While the term “DXM” may not catch on, the fact remains that businesses require a simple way to manage omnichannel customer experiences 24 hours a day, seven days a week.
The amount of data, personalization, and feedback is simply too much for one person to handle alone.
DXMs will see a number of improvements in the coming year, and they may eventually merge with other technologies like edge computing or blockchain.
The market’s recognition of the need for coordination between technology and retail shopping experiences is evidenced by recent moves by cloud providers such as Microsoft, Amazon, and Google to become strategic partners with retailers.
For the time being, DXM will be a custom or aaS option that businesses can use to meet their specific requirements.
And, in today’s market, who doesn’t require CX assistance? (I can think of a couple of places that do.)
