How a DXP enhances seamless customer engagement across channels

Highlights

You’ll learn how a DXP supports seamless customer engagement.

• Omnichannel integration: Connects all customer touchpoints for a unified experience
• Personalization: Tailors content to customer needs based on real-time data
• Scalable flexibility: Allows you to scale your business
• Streamlined workflows: Simplifies content creation and management

Opt for a composable DXP to create and maintain meaningful connections with those that matter to your business.

Customers expect more than simple transactions. They demand smooth experiences that also align with their needs. Creating such experiences across multiple touchpoints presents a challenge. Yet, if businesses are to engage and retain their customers, they have to key into that.

A DXP provides a platform that allows them to deliver worthy customer experiences.

The role of DXPs in customer engagement

Digital experience platforms (DXPs) centralize and unify multiple business capabilities, giving you more control over your entire tech stack. Here are the ways a DXP supports customer engagement strategies.

• Efficient content management: A DXP offers a CMS that enables you to manage content. It centralizes content management and allows you to distribute content to multiple platforms. This reduces manual work and streamlines omnichannel.
• Omnichannel support: With its centralized design, you get a unified 360 view of customers. That way, you can deliver a harmonized experience on every channel they interact with.
• Enhanced customer journey mapping: A DXP tracks the customer journey and pinpoints gaps in the experience that you can address to deliver a better experience.
• Real-time personalization: Customers expect brands to personalize their interactions. DXPs allow you to do that using behavioral data. For instance, you can analyze browsing patterns and purchase history to deliver targeted content and offers at the most effective times.

Personalization with DXPs

Delivering personalized experiences has become more challenging since Google stopped third-party cooking tracking. However, since seven out of ten customers expect personalized experiences, businesses must find a way to deliver them. A DXP helps in several ways. 

• Tailored content: DXPs collect data to build customer profiles, and businesses use that data to create personalized content and offers. For instance, it can handle product suggestions based on customer browsing habits or purchase history,
• Customer profiling: DXPs compile and analyze data from purchases, browsing history and social media interactions. They then create concise customer profiles, enabling you to target them with precise ads, offers and marketing materials.
• AI Integration for real-time adaptations: With AI integration, DXPs track changes in customer interactions, allowing you to adapt content in real time.

Impact on customer satisfaction and retention 

A digital experience platform (DXP) allows businesses to retain customers. It:

• Strengthens customer relationships through feedback 
• Uses first-party data for insights to power tailored experiences
• Delivers seamless experiences that reduce churn

Some research shows that 56% of customers will repeat a purchase if a brand offers personalized product recommendations. Customers who receive offers, products and services that resonate with their needs are more likely to be satisfied, making them return with repeat purchases.

Omnichannel experiences for customer engagement

Customers can interact with a brand through multiple channels before making a purchase decision. So, businesses must ensure the experience is smooth and that the central theme of their message remains consistent. Here is how a DXP helps.

• Consistent cross-platform interactions: Today’s customers move across websites, apps and even physical stores. DXPs enable you to deliver consistent engagements across every channel. So, if a customer makes first contact via your mobile app and completes a purchase in-store, the experience feels unified.
• Maps the customer journey: A DXP offers tools that allow you to track interactions on all touchpoints. That way, you understand customer pain points and gaps in the experience that you can improve.
• Leverages composable and headless tech: These platforms allow you to integrate only relevant features. So, you can connect with tools such as chatbots, CRM and email to create meaningful interactions with customers.

AI & analytics in customer engagement

Modern DXPs use AI and analytics to track vast amounts of customer data and predict customer needs and preferences.

• AI-driven recommendations: AI enables brands to deliver targeted offers and content. It analyzes large amounts of data, using it to recommend products and offers that will suit customer needs.
• Predictive analytics: With the help of AI-driven predictive analytics, you can anticipate customer needs even before they articulate them. It enables them to deliver personalized experiences. 

Case studies

Mattel

Mattel’s monolithic system was not suitable for a multichannel approach. It required extensive IT resources for minor updates and did not offer any features for reusing content.

Mattel chose Contentstack’s composable DXP. The headless CMS supported its website content, delivering omnichannel engagement. This increased its conversion rates up to 4.9x on the web and 9.5x on mobile.

Hear from Mark Hall, Senior Director, Digital Technology. “With Contentstack, everything is microservice driven. As we get new molds or styles, we can manage that without any front-end changes whatsoever, which wasn’t possible before.”

Keep reading to see how Mattel reimagines its customer engagement via Contentstack. 

Generali Austria

Generali CMS and tech stack were not optimized for seamless content delivery. They needed to integrate multiple business systems and improve their multichannel offerings.

With Contentstack, they have more control, and the marketing team can create engaging content. The headless CMS allowed them to streamline the workflow, giving them a single platform to store all of its digital assets. As a result, website engagement increased by 15%, and the new intranet supported up to 5000 employees.

Hear from Thomas Schiebel, the web architect - IT. “Before, it was hard to connect our back-end systems to a traditional CMS. Now, we can integrate with whatever we need, whether it’s for the intranet or the public website. We are much more connected, with no need to change between systems, logins and interfaces. Everything just fits into a single architecture.”

Read more to see how Generali delivers omnichannel content to drive customer engagement.

The future of DXPs for customer engagement

In many ways, the future of DXPs is already present, considering the adoption of composable DXPs, immersive technologies and conversational tools.

• Composable DXPs: Composable DXPs allow businesses to control and integrate multiple digital channels while maintaining a unified structure. It offers more flexibility, allowing businesses to integrate any business capability to keep customers engaged.
• Adoption of immersive technologies: Technologies like AR/VR and the IoT allow businesses to deliver immersive experiences. These technologies can be integrated with DXPs to deliver more engaging customer experiences.
• Conversational tools: Brands will use voice assistants and chatbots to support and communicate with customers. These tools allow customers to be more involved in creating their own experiences.

FAQ section 

What is a digital experience platform (DXP)? 

A DXP is an integrated suite of tools that helps businesses create, manage and deliver personalized and seamless experiences across digital channels.

How do DXPs enhance customer engagement? 

DXP uses data from customer interactions to build customer profiles that brands can leverage to create offers, content and products that resonate with their customers.

What sets a DXP apart from a CMS? 

A content management system (CMS) focuses on creating and managing content. At the same time, a DXP integrates various DXP component tools that allow you to manage the broader customer experiences on multiple platforms.

What is a composable DXP? 

A composable DXP is a flexible, modular DXP that allows you to integrate multiple best-of-breed solutions.

Learn more

A DXP unifies business capabilities, ensuring that brands can curate digital tools and services to deliver tailored solutions to their customers. Modern DXPs, like Contentstack, can deliver personalized content and support omnichannel strategies, making them a must-have for businesses that want to drive customer satisfaction and retention. 

Contentstack’s composable DXP offers the platform, ease of use and content solution that enables you to drive customer engagement in transformative ways. Talk to us today to get you started.