Digital Experience Platform: Otherworldly customer experience!
How To Increase Sales By Using DXP?
16 May 2022 / 5min
How to Build a DXP Using Tools You Already Have?
We often refer to Digital Transformation as if it were a sudden revolution, but the business reality looks quite different: it’s more like a slow evolution. New tools appear gradually, and reaching digital maturity is a long-term process that could take many years.
If you’ve already switched your business model to omnichannel, you certainly have several IT systems to support online sales. They probably weren’t cheap; understandably, you don’t want to give up on them easily. Fortunately, you don't have to. You can use the technology resources you already have to build a fully functional, personalized Digital Experience Platform (DXP). How?
The DXP architecture should cover the technology responsible for three areas:
- Experience, which includes all user interfaces.
- Structured data, which is understood as all digital resources (e.g. product information, content, user database, etc.).
- Processes, or business logic related to processing that’s designed to support users.
You can manage each area using independent tools (some of which you may already have). The heart of composable DXP is the CMS, which integrates several other tools:
- Headless CMS
- Product Information Management (PIM)
- Digital Asset Management (DAM)
- Marketing Automation (MA)
- Business Process Management (BPM) / Apps / Microservices
- Identity and Access Management (IAM)
The number and type of tools depend on many individual factors, such as the business model, the specific customer journey, the degree of digital maturity of the company, legal regulations, and the product or service itself. A bank and a distributor of car parts (for example) will need different IT systems. Banks must by law verify their customers’ identities, so they will focus more on Identity and Access Management (IAM). IAM will be much less important for auto part distributors; they will be more interested in efficient product information management (PIM).
Pros and Cons of Composable DXP
If you choose to build the composable DXP, you will be able to:
- Use tools that you have already invested in and are satisfied with,
- Replace IT systems that do not work well for your company,
- Add some solutions that better support your customers' shopping path.
You also maintain a high level of flexibility. As your company grows, you can easily adjust tools to the current needs.
However, the architecture of a composable DXP may be complicated and will require many integrations between various IT systems. Without these integrations, you can fall into the trap of having great tools that don't deliver a good experience.
Communicating complex products and services and educating consumers in the omnichannel sales model requires new thinking models. By providing your customers with a high level of Digital Experience, you make the purchasing and self-service process more transparent and convenient. Both sides benefit from this - companies that achieve better sales results and customers with greater satisfaction with their purchases.