Measuring DXP impact: Customer satisfaction in the digital age

Highlights

Learn about measuring DXP impact on customer satisfaction, including techniques and KPIs.

Techniques:

• Online surveys: For direct feedback from customers
• Web analytics: From websites and social media platforms
• Real-time feedback: Via live chats and in-app feedback

KPIs:

• CSAT: Customer satisfaction score measures the level of customer satisfaction
• NPS: Net promoter score tracks the likelihood of customers to recommend a brand
• Churn rate: Tracks the number of customers a business loses over a period 

“The well-satisfied customer will bring the repeat sale that counts.” That profound statement from JC Penny sums up customer service. If the experience is great, people will come again, and they will tell others about it. So, a business must build its solutions, services, and operations around the idea of satisfying its customers.

A DXP provides the platform that helps them achieve that. It offers a system that allows them to integrate the best tools to track and optimize customer journeys—all from a central hub. However, businesses often find it hard to understand the impact of DXPs. Keep reading to learn more about measuring the effect of DXPs on customer satisfaction.

Importance of customer satisfaction

It is pretty straightforward. A business exists to create value for its customers. Every benefit a business gets for itself, such as revenue growth, depends a lot on how well they are meeting customer needs. 

Satisfied customers offer repeat business, refer the brand to their peers, and become loyal customers and brand evangelists.

The role of DXPs in delivering customer satisfaction

When deployed with the right intent, a DXP can enhance customer satisfaction in the following ways:

• Adapts content to platforms and devices: With a DXP, especially the composable type, you can create content once and publish it on various platforms. The system adapts the content to whatever platform or device a customer is using. That ensures they have a good experience as they consume the content.
• Supports seamless experiences: A DXP allows you to manage customer interactions on all platforms, providing smooth omnichannel customer experiences. 
• Personalized experiences: A DXP unifies customer data, providing insights that help businesses understand customer needs. So, customers receive tailored content that aligns with their needs.

Key features of DXPs for enhancing customer experience

A DXP offers several features that businesses can use to improve customer experience. These features include:

• Data integration and analytics
• Omnichannel touchpoints
• Personalization solutions
• Customer data management

DXPs unify these features under one roof, making it easy for businesses to integrate them. It creates a synergy in how each one relates to the other. For instance, data management tools collect data from customer interactions that can be used to optimize omnichannel touchpoints and create personalized experiences.

Impact of DXPs on customer engagement strategies

When a business leverages the features of a DXP, as identified above, it gets the right tools to track and enhance customer engagement metrics. 

With data from customer interactions, they can streamline customer journeys and create relevant products and services. This allows them to build strong relationships with customers, increase brand loyalty, and earn repeat business.

Measuring customer satisfaction in digital environments

DXPs collect data that help you measure the impact of your DXP strategies. However, you still need to be clear on how to measure the impact. Here are some pointers.

Techniques for measuring the impact of DXPs on customer satisfaction

When you measure customer satisfaction, you get a proper idea of whether you are delivering value in ways the customers want. The feedback arms you with data to make improvements. Here are common strategies to measure customer satisfaction.

• Online surveys: Surveys are reliable to gather direct feedback from customers. Offer incentives to increase response rates and integrate feedback forms on websites or apps for a seamless process.
• Digital and web analytics: CMS and social media platforms provide analytics tools. You can also deploy listening tools on social media to track mentions. This allows you to get unfiltered feedback on customer's thoughts on your products and services.
• User behavior analytics: Tools like customer journey mapping and user testing are also reliable ways to track the impact of DXP strategies. You get direct feedback from real users, enabling you to gauge customer satisfaction levels.
• AI-driven techniques: Natural language processing (NLP) is one of the reliable AI techniques that can be used to analyze customer sentiment. Giving an insight into how they feel about a product, service, or an entire digital experience.
• Real-time feedback systems: You can also use live chats and in-app reviews to understand user experience. These systems allow customers to comment in real-time, helping you know how they feel about the entire experience.

Key metrics to track and why track them

The techniques discussed above can be used across different platforms, and multiple metrics are available to track. Here are five essential metrics that are relevant across multiple industries.

• Customer satisfaction score (CSAT): CSAT measures customer satisfaction based on survey data. It offers a reliable way to quantify customer satisfaction.
• Net promoter score (NPS): NPS measures customer loyalty based on their likelihood of referring a product or service to others. It is based on the idea that satisfied customers will likely recommend a service to people around them.
• Customer effort score (CES): Customers want minimal friction in their digital interaction with brands. CES measures this, with a low score indicating a high level of customer satisfaction.
• Customer Lifetime Value (CLV): CLV tracks the revenue a business can expect from a customer throughout their interaction. Higher numbers show strong customer satisfaction from repeat customers.
• Churn rate: The churn rate measures how many customers a business loses over a given period. A high number shows that a business is failing to satisfy its customers.

Improving customer satisfaction through DXPs

DXPs deliver the large data volumes that businesses need to create products and services that customers need. Here are other ways to improve customer satisfaction via DXPs.

• Seamless omnichannel experiences: DXPs enable businesses to deliver consistent content, reducing friction for customers and leading to a seamless experience overall.
• Data integration: DXPs collect data from customer interactions on all platforms, giving businesses accurate customer profiles. That enables you to create targeted campaigns, marketing materials, and tailored content.
• Personalized customer engagement: A Forbes report states that 81% of customers prefer and expect personalized experiences. A DXP enables brands to deliver that by giving them access to the right data.

Ease of use and ROI of DXPs

One aspect of DXPs that is not mentioned enough is its cost-saving and ROI benefits. Consider the following points.

• User-friendly features: A DXP is low-code and reduces the need for IT infrastructure. It allows editors and content creators to make updates without developer reliance. It also comes with extensible APIs and SDKs that simplify developers' work. These features make it easy to use.
• Cost-effective: By reducing the need for IT resources, DXPs can be cost-efficient. Also, organizations do not need to spend a lot on training due to its ease of use. Its automation tools also save time on projects, enabling faster time-to-market. 

Long-term benefits and ROI

DXPs save costs, improve project speed and support the delivery of personalized experiences. Over the medium and long term, this translates to revenue growth. 

Case Studies

MongoDB

MongoDB struggled with its multiple websites and CMS platforms. The balance between IT and business was not right. They could not localize content or modernize operations. 

By choosing Contentstack, they were able to migrate and publish content, improving customer experience in the process. The use of Contentstack Automate improved their operations, saved time, and led to SEO gains.

Subi Babu, the Engineering Lead, said. "Coming from an in-house CMS, our background for several years was focused on developing CMS features. Now, we can use the marketplace and get plug-and-play integrations, which is exciting."

Keep reading to see how MongoDB powered digital modernization via a composable DXP.

Taxfix

Taxfix's WordPress CMS showed its limitations as the business grew. It led to slow page speed and extensive manual effort to make changes. This led to a poor customer experience. 

Since choosing Contentstack, they streamlined their workflow, increasing uptime by 100%. Their website speed increased by 30% while page updates reduced to 5 minutes from 2 weeks. These changes enabled them to improve customer satisfaction.

Jana Teuber, the Product Manager, said. “We work with a lot of variables — more than 300. It’s very complex, but now with Contentstack, it’s way easier to keep all the content up to date.”

Read on to see how Taxfix improved customer experience with Contentstack.

FAQ section

What is a digital experience platform (DXP)?

A DXP is a digital solution that combines various technologies that enable businesses to manage and deliver contextual digital experiences to their customers.

How do you measure customer experience satisfaction?

You can measure customer satisfaction by tracking metrics like lifetime value, churn rate, and customer satisfaction scores using various techniques, including surveys and questionnaires, web and social media analytics, and feedback from real-time interactions.

What are the benefits of DXP?

A DXP streamlines workflow and allows you to manage customer data to enhance customer satisfaction. It is also easy to use, saves costs, and can support revenue growth.

How do DXPs improve customer engagement?

DXPs integrate customer data so that brands can create relevant content that speaks to the needs of customers. It also supports personalization—and this has been seen to increase customer engagement.

What are the ROI benefits of a DXP?

A DXP can be cost-effective. It streamlines workflows, which leads to better efficiency. It can also reduce time-to-market, and these factors can then lead to higher revenues. 

Learn more

A DXP is an essential tool in the hands of organizations that are committed to delivering value to their customers. Still, it can be difficult to measure its impact on customer satisfaction. 

Online surveys, web analytics, and real-time feedback systems are good places to start. You can also use behavior analytics and natural language processing. Focus on metrics like CSAT, churn rate, and customer lifetime value. Also, document performance before and after you implement a DXP strategy, as that will help you track progress.

With Contentstack, you get the right solutions to personalize customer experiences and deliver value quickly. Its open MACH architecture allows you to integrate the best solutions to address pressing business needs. Talk to us today to start your journey towards delivering excellent customer experiences.