How composable DXP enhances omnichannel customer engagement

Highlights

You’ll learn how composable DXPs enhance customer engagement through:

• Real-time personalization: Adapts digital experiences to customer preferences
• Omnichannel experiences: Seamless customer engagement across platforms
• Future-proofing: API-first—easily integrates new technologies that customers use

Experience unprecedented customer engagement with a composable DXP. Talk to us today.

A recent Salesforce report states that 79% of customers expect brands to deliver consistent interactions. Another 80% consider customer experience as important as the service or product. So, customer engagement impacts potential business success.

So, how does this relate to a composable DXP? Large organizations opt for a composable DXP to engage their customers at every marketing funnel stage. 

A composable offers a modular approach that allows organizations to mix and match digital solutions. Brands are using it to manage entire customer journeys, which is crucial to customer engagement and business success.

How composable DXPs improve customer engagement

The best-of-breed approach allows brands to select digital solutions from multiple vendors. In essence, this allows brands to prioritize their customers and tailor the digital experience platform to their needs.

A composable DXP also supports omni-channel experiences. The built-in analytics engines collect customer data from which you can adapt digital experiences. This allows businesses to create seamless and consistent interactions that drive customer engagement.

Personalized customer experience

Composable DXPs leverage real-time data, allowing you to tailor content to unique customer needs. For instance, a business can connect its CRM, which gives it a 360-degree view of every customer, allowing it to deliver engaging digital experiences.

Seamless omnichannel experiences

A composable digital experience platform (DXP) leverages APIs and microservices to integrate multiple platforms. This ensures a consistent stream of data with which businesses can deliver real-time updates and interactions.

Think of a retail brand that uses a composable DXP to sync its store inventory data across the web, mobile app, and in-store systems. That allows them to deliver uniform experiences to customers whether they shop online or in person. Recent data shows that using over three channels increased the purchase rate by 494% compared to a single channel. 

Faster time-to-market for new features

Composable DXPs rely on microservices, APIs, and CI/CD pipelines. These features allow developers to integrate multiple services and automate testing and deployment. This allows them to respond faster to customer needs and build new solutions.

Role of real-time data in optimizing engagements

Real-time data enables immediate and personalized customer interactions. A composable DXP uses ML models to analyze patterns in data and predict customer behavior. It integrates multiple sources and adapts digital experiences based on real-time data. 

A composable DXP also has an event-driven architecture that recommends offers based on real-time data from user actions. For instance, a customer can get instant tailored offers based on a recent purchase. With real-time data, brands can adapt content and improve customer engagement with composable DXPs.

Benefits of a composable DXP

Composable DXPs are helping businesses to deliver better quality digital experiences. For instance, Dawn Foods improved online sales by 50% by integrating its retail channels with a composable DXP. Here are other ways a composable DXP benefits business enterprises:

• Flexibility: Composable DXPs are modular. Brands can replace or update modules or increase their capacity on the go. If a service becomes redundant, they can swap it for the latest trend or technology.

• Cost-efficiency: A composable DXP allows businesses to save costs by selecting only services that matter to them. That way, they can choose services that offer value to their customers.

• Speed and efficiency: It supports team collaboration, as separate teams can work on different modules simultaneously. It is also easy to update or swap out individual modules. This increases speed and ensures that developers can release products and updates faster.

• Improved scalability: Composable DXPs are built on cloud resources and microservices. They support auto-scaling and high storage, enabling businesses to handle spikes in traffic and changes in customer engagement needs. 

• Future-proofing: Composable DXPs support a plug-and-play approach. The API-centric design ensures you can integrate the latest technologies, which helps to future-proof your business.

Choosing the right composable DXP for your business

Businesses must develop solutions that allow them to engage with their customers and deliver relevant interactions in real time. Here are essential factors to consider.

• Business needs: Identify business problems that you need to address. In the context of customer engagement, that may include content localization, omnichannel experiences, real-time customer support, and personalized experiences.
• Integration capabilities: Ensure the composable DXP solution can integrate with your existing systems. You want to avoid re-engineering the current system, which could disrupt business operations.
• Vendor support: Also, consider solutions that offer robust customer support. For instance, Contentstack offers 24-hour live in-app support, a dedicated account team and other relevant customer support services to help clients onboard and maintain the platform.

Evaluating composable DXP platforms based on business needs

Businesses should evaluate composable DXP platforms based on the features that align with their goals. Consider if the platform offers a headless CMS and APIs that use CDN for faster content delivery. This makes it easy to deliver engaging, omnichannel experiences.

Also, go with a MACH-enabled platform. That way, you can enjoy the benefits of microservices, APIs, cloud, and a headless system. Finally, evaluate the security features. For instance, Contentstack uses HTTPS, a VPC and an AES-256 algorithm for data encryption. These advanced security features promote data security and privacy.

Integrating composable DXPs into existing martech stacks

To integrate composable DXP with an existing marketing technology stack, use API management for smooth data flow and microservices for independent scaling. You may also need middleware to unify data integration.

Ensure that modules can exchange data and only select composable DXP modules that can integrate with the Martech system. Finally, implement real-time analytics to monitor and improve system performance as required.

Case studies

MongoDB

MongoDB struggled with five core websites and multiple content management systems. Balancing and aligning their IT systems and the business side was hard. 

Opting for Contentstack’s composable DXP with a headless CMS allowed them to publish faster, migrate over 250 pages and offer robust support for seven languages.

Hear from Subi Babu, the Engineering Lead at MongoDB. "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."

Read more about how MongoDB powered digital modernization via a composable DXP.

Air France-KLM

Air France-KLM struggled with the limitations of a legacy system. They could not personalize, reuse or update content.

Turning to Contentstack enabled them to address the issues. The composable DXP offered apps and integrations to personalize content and customer journeys. It also helped them reduce translation and development costs by 20% and 50%, respectively.

Hear from Ralf Schipper, the Product Owner CMS."With Contentstack, we are changing the way we distribute content and paving the way for personalization. We’re defining the solution to master content distribution and optimize content creation and management."

Read more on how Air France-KLM streamlines content operations with Contentstack.

Future trends in composable DXPs

Composable DXPs are built on a modular, microservices and API-based architecture that supports plug-and-play of new technologies. Here are trends to watch out for in the future.

• Hyper-personalization: With advanced machine learning and AI, composable DXPs will offer precise customer segmentation and targeting. This will enable organizations to tailor customer engagement to real-time data.

• Increased adoption of AR/VR: Augmented and virtual reality will create more immersive and interactive experiences that businesses can use to improve customer engagement. AR/VR will be crucial to virtual event settings and future digital retail.

Potential challenges and opportunities

While the benefits of composable DXPs are clear, businesses may face challenges with integrating multiple disparate systems and maintaining data consistency during migration. However, these challenges also open the door for higher adoption of microservices and cloud-native technologies. 

FAQ section

What are the benefits of using a composable DXP?

A composable DXP allows businesses to optimize customer journeys and offer personalized omnichannel experiences that improve customer engagement. It is also flexible, agile, and scalable.

How do composable DXPs improve customer engagement?

Composable DXPs collect customer data in real time, allowing brands to deliver omnichannel experiences. They also rely on a headless CMS to deliver tailored content, offers, and recommendations that match customers' preferences.

What are the future trends in the development of composable DXPs?

Future trends include AI and ML integration and the use of AR and VR. These technologies will ensure businesses can personalize customer engagement and make it more immersive.

Learn more

Composable DXPs are built for modern business enterprises. They are modular and API-first, making them agile and flexible. A composable DXP allows brands to optimize customer engagement and deliver personalized omnichannel experiences based on real-time data. 

Customers are the lifeblood of your business. Hence, you need to engage them at every step of their journey. A MACH-enabled composable DXP will do that for you. Contentstack offers an industry-leading solution that helps you deliver truly engaging experiences. Talk to us today to get started.