How DXPs power seamless omnichannel customer experiences

Highlights

Learn how a digital experience platform (DXP) supports omnichannel experiences.

• Integration: Unifies all touchpoints to create a seamless and consistent experience
• Personalization: Tailors interactions based on user data
• Efficiency: Streamlines workflow and content delivery across all channels
• Analytics: Provides real-time insights for cross-channel optimization

Get a headstart today and transform your omnichannel strategy with a composable DXP.

Nothing beats a smooth, unified, and consistent experience for customers. When people interact with a business, they expect consistent and tailored content, more control, and less friction. An omnichannel approach holds the key to that. It delivers a 484% purchase rate for marketing campaigns.

Yet, many organizations struggle to implement it, mainly due to not having the right tools. A digital experience platform (DXP) addresses that. It integrates all available touchpoints, allowing you to create consistent customer interactions.

What is a digital experience platform (DXP)?

A digital experience platform (DXP) is an integrated solution that combines several tools to manage digital experiences. It integrates tools that allow you to:

• Manage and deliver content
• Personalize content
• Integrate data
• Map customer journeys on any channel

To make the most of it, businesses must understand omnichannel and how it works. 

The omnichannel customer experience imperative

Many still mistake multichannel and omnichannel. Both involve more than one channel, but a multichannel approach is not integrated. For example, a customer may find that a social ad's content and style differ from those in emails.

With omnichannel, all channels are in synergy. The content customers see on the website, ad, and emails will revolve around a single message. It is in sync, providing a seamless customer journey. That integration makes a DXP ideal for omnichannel customer experiences.

How DXPs enable seamless omnichannel customer experiences

DXPs offer a central view of the customer. You can track and manage interactions from one place. Here are the ways a DXP supports omnichannel strategies.

• Omnichannel campaign execution: It provides a single source of truth. So you can easily create and deploy unified campaigns. Whether you connect by email or ads, you can base the content on the customer’s interaction history. You can also push tailored content to your mobile app for when the customer visits.
• Unified customer data and context: DXPs consolidate data from various touchpoints, creating a customer profile. You can base your interactions on that profile, which ensures on-brand consistency.
• Personalized experiences: You can create content and offers based on customer data. A DXP offers AI and personalization engines that support the creation of tailored content.
• Cross-channel consistency: Whatever devices or platforms customers choose to use, your central message remains the same. That leads to less confusion and friction for customers.
• Real-time optimization: A DXP’s analytics feature provides customer feedback that you can quickly incorporate to improve the customer experience. 
• Dynamic content adaptation: DXPs offer responsive design and intelligent content delivery. That way, you can adapt interactions for different devices and platforms.

Key features of modern DXPs

Modern DXPs come with features that enable you to connect with customers and streamline operations, such as:

• Headless solutions: A headless CMS separates the front layer from back-end logic, allowing for dynamic content delivery via APIs. 
• Customer data platforms (CDP): Analyzes customer behavior and interactions and makes the data available to front-facing systems like CRMs.
• Personalization: These engines leverage turn data into insights with which you can tailor campaigns and content in real-time.
• API integration: APIs connect DXP modules and facilitate data sharing. It eliminates silos and eases integration.
• Composable architectures: They are more flexible than headless solutions, as they allow you to customize the back end. So, you can integrate tools that support your omnichannel strategy.

A DXP unifies these features, making it possible to track customer journeys and deliver engaging experiences.

Benefits of a DXP for omnichannel customer experiences

A DXP offers many advantages for businesses that are serious about delivering omnichannel experiences. Here are a few to consider:

• Enhanced customer engagement: It provides consistent and tailored content that allows businesses to build strong connections with their customers.
• Improved operational efficiency: DXP reduces the need for IT resources, integrates data, and saves time. This leads to more efficient operations as you can connect with customers and deliver content in a timely manner.
• More reliable decision-making: Analytics features collect data from various touchpoints, enabling businesses to optimize customer journeys. 
• Personalization and localization: As your business grows, you want to deliver language and location features. DXPs allow you to access relevant data to target customers with specific content based on their demographic and other unique qualities.

Case studies

MTR

MTR had two reward programs that catered to mall shoppers and transit riders. However, the programs were not aligned. So, the goal was simple—integrate these two into one new MTR Points program. That way, loyalty members would have a single profile across all experiences. 

By choosing Contentstack, MTR found the right tools to integrate their MTR channels and unify the points loyalty programs. The Contentstack’s composable DXP with a headless CMS enabled them to transition to an omnichannel strategy that enabled them to scale content delivery via the app. 

Read more about how MTR delivered an enhanced omnichannel customer experience to their rail riders.

Dawn Foods

Dawn Foods ran a manual operation before 2019, taking orders via phone and in person. So, these channels were never in sync. Also, their e-commerce platform lacked the right integration to serve its diverse customers. 

By opting for Contentstack’s composable DXP and headless CMS, they were able to jumpstart their omnichannel retail strategy. Content updates have become faster by 80%, and online orders also increase by 50%.

Hear from Gireesh Sahukar, Vice President of Digital. "We know that we have made a really good decision choosing Contentstack. We’re extremely happy with our partnership. The kind of flexibility that Contentstack offers, not just to us, but also to the ecosystem partners that we want to work with, is pretty fantastic."

Read more about how Dawn Foods found a recipe for success.

ROI of digital experience platforms (DXP)

Modern DXPs, like composable DXP, enable content reuse, content preview, personalization, etc. These features save time and resources. They support innovation and a faster time-to-market, leading to higher revenues. A DXP has led to ROI benefits as follows:

• 15% increase in website engagement for Generali.
• 8x faster campaign launches for Emma
• 50% lower development costs for Air France-KLM

Ease of use of DXPs

Business users find DXPs easy to use. It is low-code/no-code and offers a drag-and-drop interface. Developers can use many friendly tools to ease their work, such as extensible APIs, SDKs, etc. 

Choosing the right DXP for omnichannel experiences

DXPs are not born equal. A monolithic DXP is an all-in-one system that is mostly suitable for small projects. In contrast, composable DXPs are modular and flexible and suit large projects that require customization.

Factors to consider

• Scalability needs: Businesses will have to adapt to more touchpoints. Monolithic DXPs limit scalability, while composable DXPs allow you to connect to new channels via APIs.
• Improving customer experience: It is difficult to collect multiple data points with monolithic DXPs. Composable DXPs have no such issues. You can easily collect data to create personalized experiences.
• Time to deployment: Monolithic platforms require more time and IT resources to deploy. A composable approach supports plug-and-play, making it easier to deploy.
• Integration with existing systems: Monolithic DXPs lack the open source code needed to integrate with external systems, while composable DXPs are more readily able to connect with best-of-breed solutions.

Key takeaway

The modern customer wants more consistency, greater control, less friction, and personalized experiences as they interact with your business. A DXP offers a single platform with features that enable that.

A composable DXP takes things further, giving you control over what goes into the platform. You can integrate the best solutions to deliver seamless omnichannel experiences and drive revenue growth, and best of all? It is easy to use.

FAQ section

What is omnichannel customer experience?

An omnichannel customer experience is an approach that aims to provide a smooth and integrated interaction across all channels.

What is the role of technology in omnichannel?

Technology offers automation that makes it easy to manage data and tailor customer experiences. It offers tools that allow businesses to sync digital channels and touchpoints, ensuring they can track and optimize each touchpoint.

What are the benefits of DXP?

A DXP provides a platform to manage omnichannel strategies. It is easy to use, saves costs, increases the speed of work, and delivers a high ROI.

Learn more

Digital experience platforms (DXPs) offer the tools to manage content, integrate data, and personalize content. A composable DXP takes things to the next level, built on a modular approach that gives you flexibility and control.

Contentstack empowers you to push boundaries. Its 100% open MACH architecture allows you to build your platform from the ground up. Global brands trust Contentstack’s composable DXP for its market impact, proven ROI benefits, and reliable support. It also supports the delivery of omnichannel customer experiences. Talk to us today to get started.