Technology alone cannot solve strategic challenges, but the right combination of tools can help companies unlock their full potential in the digital age. This article provides guidelines for professionals responsible for selecting, implementing, and manageing a unified Digital Experience Platform (DXP).
A DXP enables organizations to foster meaningful interactions by providing the tools to speak to and listen to their potential customers, new clients, employees, and other stakeholders. This, in turn, helps build customer loyalty. Companies that wisely and implement a DXP will benefit from:
- faster time-to-market;
- streamlined marketing workflows, and
- lasting customer realtionships.
6 questions to prepare yourself
If you've just started exploring DXP solutions, it's wise to answer the following six questions to clarify goals and design the project:
1. Who are the key stakeholders?
Identify a small group of people to discuss and guide decisions.
2. What business goal do you want to achieve?
Digital experience technology shouldn't be at the top of the agenda. It should support the strategy. Set your goals, create a roadmap, and find a solution that enables this.
3. What basic functionalities do you need to achieve these specific goals?
Are you looking for commerce, analytics, omni-channel delivery? Make a list and categorize requirements into capabilities you already have and those you need to acquire.
4. What is unique about how you compose digital experiences for your audience?
Understanding the nuances of your own marketing activities and publishing environment ensures the DXP you choose aligns consistently with your company's existing workflow.
5. What analytical insights do you need to make a decision?
With a realistic view of the data you want to collect and how you'll use the insights it reveals, you'll be better equipped to choose the best DXP.
6. What does the current MarTech stack look like?
Conduct a thorough evaluation of the current MarTech stack. Note who in the organization uses which parts of the stack, which stages of the purchase cycle each component supports, and any existing integrations in the stack. Also consider other technologies that need to be integrated. This information is invaluable for planning and implementing DXP.
DXP featurues
With a clear sense of priorities and alignment among key stakeholders, you can start thinking about the features of a specific solution. For almost every organization, flexibility becomes the top priority. Here are some additional considerations:
