Catalyzing Digital Product Experience
October 7, 2021
Due to the pandemic, digital experiences surround us now more than ever. With customers preferring online interaction in 2021, the digital product experience has become one of the most important aspects of the business.
The world is changing at a rapid pace and all businesses are feeling the pressures of a post-digital world. But one thing is for sure: maintaining a seamless digital customer experience is a must for both B2B and B2C businesses.
As the most important asset to businesses, customers have always demanded that brands create better experiences. The pandemic has only accelerated the process of creating those experiences.
With advances in technology, developing digital products to improve the customer experience is no longer a challenge in 2021. The biggest challenge, however, is finding ways to better engage customers throughout the experience, given the shift in behavior to digital. Thus, the digital product experience is the key that unlocks this challenge and helps companies build loyal customers for life.
What is the Digital Product Experience (DPX)?
Digital Product Experience is a catch-all term for the components that ensure a seamless customer experience at every digital touchpoint.
Websites, progressive web apps (PWAs), mobile apps, social media posts, 360-degree product experiences and virtual tours are digital touchpoints.
Bragona Technologies experts identified a roadmap of priorities by first grouping and mapping the issues at hand. The plan then incorporated all the necessary components of DPX, from the database structure and internal workflows to the web experience for customers. The result was a robust data-driven platform with features such as sales automation and personalization. Evolution of product-centric management to customer-centric digital product experienceCustomers weren’t always at the heart of many company decisions. Before the digital era, many companies focused on sales volume. The approach was more product-oriented. The primary goal of these companies was to sell more and faster.
Businesses were influencing markets because customers had fewer choices and fewer options to choose from. Therefore, the focus was on making the enterprise’s total master data assets reliable and available.
It was called master data management (MDM). It used technology to ensure the accuracy and integrity of business data, including pricing and inventory.
With the advent of e-commerce, businesses felt the need for additional data entry and better control. The need for additional details, such as descriptions and feature specifications, turned MDM into product information management (PIM).
PIM was not only robust but also aimed to make product data more useful. However, it did not support image-based content. This led to the development of product content management (PCM). PCM helped businesses reliably manage the content of all types. Its drawback was that it only worked with internal content.
With the transition to a consumer-driven digital world, the power shifted from enterprises to customers. Companies focused on making customers happy. The focus shifted from managing internal processes to creating a customer-centric product. This led to the concept of product experience management (PMX).
PMX helped companies create marketing assets with product data to make the buying process more interactive. In PMX, the experience was limited to products and services, so it lacked depth and interactivity. As customers demanded online importance, the need for DPX arose.
In the digital age, customers expect companies to prioritize them. Therefore, companies must be more user-centric and strive to provide a seamless and consistent experience for every customer. DPX can be created with technology such as Sitecore. In addition, brands can personalize digital experiences with DPX because it offers robust product content analytics, personalization, contextualization, and automation with ML/AI.
How Can Companies Differentiate Customer Experiences with Digital Product Experiences?
DPX is a connected, user-centric platform that allows free movement between communication and marketing channels. DPX and its backend are flexible enough for different companies because each business model has a different approach to engaging customers. As a result, companies can easily explore and add new channels and features to meet growing user expectations and business needs. This flexibility allows companies to implement experiences based on their specific strategy.
Recently, customer experience has overtaken price and product as the key brand differentiator. This has made the ability to engage customers a better competitive advantage. Thus, the backend and scale of a DPX-equipped organization depend on the approach of the business. Businesses for which customer retention is a top priority are ideally suited for DPX.
Here are three of the most essential features of DPX that help companies differentiate CX across digital channels.
Simplifying the Existing Silos
With the rapid evolution of technology, flexible organizations have a competitive advantage. However, silo organizational structures are inflexible. They create siloed departments with no transparency of processes or budgets. This makes it difficult to implement new technologies or functions quickly.
Businesses looking to adopt an omnichannel approach need to break down traditional silos in both culture and processes. This requires significant effort but can be facilitated with technology such as DPX.
Our team got involved at all stages, from planning and architecture, system integration and implementation, and training and deployment. We first worked together to develop a product strategy to drive business transformation and understand technical requirements. The result was a flexible solution that automates employee training or e-learning across different specialties in real-time.
Data Centralization & Customer Analysis
All marketing and communication channels must be built, developed, and optimized with a seamless customer experience in mind. Therefore, competent collection and analysis of customer data can only be done as part of a broader ecosystem. This requires creating precisely the knowledge that a particular user across channels expects.
Customer expectations are dynamic in nature. Therefore, companies need to be prepared for the different situations that customers may find themselves in along the way. This can be based on usability, functionality, ease of use or accessibility of virtual function. With a centralized feedback mechanism, observing the holistic picture of CX across all channels and touchpoints becomes easier.
XPO Logistics, the integrated logistics, and transportation giant, covers 34 countries. Growth has been good, but the major hurdle XPO faced was reliance on third-party platforms. In addition, some of the processes involved key supply chain components, such as warehousing, same-day delivery, and national assembly. So Bragona Technologies and XPO conducted a thorough analysis to conceptualize and create a product that would help streamline all processes.
The result was a platform that worked as an agile business program for repetitive tasks. Moreover, it was an end-to-end integrated platform that allowed XPO to act as a logistics-as-a-service company. Thus was born a “universal connector” that could be freely connected to any business process for any customer. The XPO platform can easily fit into current business processes with its flexibility and automation of complex tasks.
A User-Centered Approach through Omni Channel CX Design
Customer experience can often be organized by centralizing customer data. Features such as closed access and standard data storage volumes can be assigned to users or employees. Contact points across all channels can be better personalized and handled through automation. DPX’s learning capabilities allow top managers and product managers to create strategies based on user behavior data across all digital channels.
Why do Enterprises Need DPX in 2021?
Enterprises have long been competing for relevance and customer experience in both B2C and B2B environments. The need for a strong product is still relevant, but sometimes there is more emphasis on the customer experience than the product itself. This is now a competitive advantage.
A new generation of CMS and Web Experience Management (WEM) systems have transformed digital assets from brochures to interactive CX tools. Simple websites have been replaced by PWAs, and product descriptions have become interactive customer touchpoints.
In 2021, businesses will need DPX to collect and automate user data, define personas and create personalized experiences. Thanks to artificial intelligence and ML elements, unique content will be created for each persona without any manual intervention. In addition, the platform forms a bridge between different digital channels to create CX across all touchpoints.
DPX is an open platform that integrates easily with different technologies and departments. It allows companies to provide customized experiences to specific customers. A competitive advantage that businesses need to stay relevant in 2021. Listed here are three key benefits a company gets with DPX.
Control Over Every Touchpoint
The focus of DPX is the customer experience. It revolves around the user journey and the various touch points the user goes through before making a purchase decision. The number of touchpoints has skyrocketed in 2020 and will continue to do so. DPX brings these touchpoints together, ensuring consistency of content, feel, and logic at each touchpoint.
DPX acts as a bridge between different systems and departments, ensuring stability and consistency. In 2021, businesses cannot operate without dedicated e-commerce, marketing or support platforms. DPX is the power that brings these capabilities together to achieve consistency through APIs. It helps organize information and determine the best way to address customers when they walk into a store.
Creating Flexible Architecture
Managing digital touchpoints and merging business processes is impossible for a rigid system. Because data needs to be analyzed in real-time, an agile approach such as DPX is required. Flexibility is helpful for other technology, integration, ease of use, and scalability. For example, a good DPX is one that both developers and marketers can use.
Digital product experience is one of an organization’s most important assets, both internally and externally. Every company should have the freedom to innovate in the rapidly evolving MarTech space. However, businesses can only make progress when technology is agile. That way, they can gradually add or replace solutions and connect the data they offer with minimal disruption to the customer experience.
The goal is clear, and businesses need a robust and universal experience management system. DPX will provide information and support actions over time. In addition, it allows brands to keep up with customer expectations and industry standards.
Digital product experience is an indicator of a brand’s ability to create value through digital. Develop an integrated digital product roadmap with Bragona Technologies.