As artificial intelligence (AI) continues to advance in sophistication and acceptance, robots and technology are taking on more human characteristics and responsibilities in daily life. So ubiquitous has AI become that one Danish study even wonders if robots could be considered our “friends” in the future. Though making connections with machine sounds extremely futuristic, one customer experience (CX) technology available today has improved our ability to get to know our customers on a more intimate basis. Modern digital experience (DX) technologies are changing the game when it comes to making a personal connection.
At Topdown, we’ve written a lot about why integrating customer communication management (CCM) with a digital experience platform (DXP) makes a lot of sense. We’ve also written about the differences we see between a digital experience product and a digital experience software stack (i.e., a true “platform”).
I just wanted let our readers' know that I recently wrote an article for CMSWiRE on Apache Unomi, the open source customer data platform (CDP). If you've read any of my posts on the digital experience (DX) stack, then this article should be of interest to you.
Gartner’s latest Magic Quadrant for Digital Experience Platforms [paywall] (Gartner, Inc., February 11, 2019) predicts that through 2021, 85% of the effort and cost in a digital experience platform (DXP) program will be spent on integration. That’s partly because Gartner has refined its definition of a DXP, i.e., it is not a monolithic product from a single vendor anymore. Now it is an anchoring tenet in an ecosystem of best-of-breed composition, management, delivery and optimization capabilities that support contextualized digital experiences. It’s also because a DXP is but one piece in the larger mosaic of what Gartner has called the customer engagement hub and others refer to as the digital experience (DX) stack, i.e., the software that powers customer journeys.
According to industry analysts Forrester and Gartner, organizations are in various stages of maturity when it comes to building digital businesses. The most forward thinking of these businesses (only about 13% of companies!) are pursuing an outside-in perspective to digital transformation by focusing on creating value for customers, growing revenue, and increasing operational efficiency.
Digital transformation focuses on a process of preparing your company to stay competitive in the marketplace by building the right customer experience (CX) strategy for the future. By combining the right strategy with innovative technologies, your brand will be equipped to quickly adapt to changes in your industry. How can “strategy” best be defined? And how do you measure the success of your digital transformation? Not to over-simplify the process, but one of the key components to an accurate assessment consists of connecting your CX strategy to Key Performance Indicators (KPIs), especially those that your CEO deems most important. In essence, digital transformation for your brand can be summarized with these essential actions: craft a plan for the future; execute on that initiative; and finally, measure that plan to demonstrate its efficacy. Let’s take a look at some issues that will affect your CX strategy in 2019 and beyond.