The Digital Experience Platform as a Modern Means to Improve Business Performance

Kentico Xperience is a Business Reporter client

In the world of ongoing digital transformation, the digital landscape is rapidly filling with an increasing amount of content every day. Companies are forced to fight the never-ending battle of not only attracting visitors, but also keeping their attention and retaining their interest throughout their journey toward making a purchase. But in a world where everyone’s rushing to develop the strongest digital identity, what is the best and most efficient way for businesses to stay relevant and win the battle?

Long gone are the days when having a static website and attracting visitors to it manually was the highlight of technology that could make a company stand out. To meet and exceed ever-growing customer expectations, it’s essential to constantly innovate and keep up with best-of-breed technologies. Only then can a company steer its focus toward improving its business results and outshining the competition, no matter what industry it is in.

Beyond the scope of a content management system

Nowadays, for businesses to maintain a high level of competitiveness, it’s fundamental to invest in a well-designed website with strong online content. But it’s no longer the case that all that’s needed to accommodate modern tactics for managing content, increasing visitor engagement and improving business results is a content management system; technological demand goes way beyond that. To satisfy modern visitors, you need to build stable, personal relationships with them. And that is best done by providing unique digital experiences.

As the need for more sophisticated digital marketing is growing every day, things such as content personalization, marketing automation, A/B testing, omnichannel marketing and deeper marketing analytics have transformed from nice-to-haves to must-haves. A typical solution for many businesses still is to start integrating individual features into their existing platform as soon as they identify the need to leverage them. Building the so-called “headless” CMS might, however, turn into creating an overly complicated, convoluted solution that can result in increased implementation costs and lower ease of use.

Seamless digital experiences to boost business results

To avoid possible technological inconsistencies within a bloating technology stack, a digital experience platform (DXP) offers the helping hand many companies are waiting for. By combining digital marketing, content management system and commerce capabilities all in one place, it presents an easy step toward fulfilling most businesses’ digital requirements and dreams. It contains all the necessary tools a company needs to successfully run a website, and yet remains straightforward to use, concise to navigate and easy to understand.

The uses of a modern digital experience platform, such as the one from Kentico Xperience, show that it can be truly versatile. It doesn’t matter if a business belongs to finance, manufacturing, retail, education, tourism, health care or beyond; a well-set-up DXP can be applied universally to deliver perfectly fitting digital experiences that suit any customer needs precisely. This provides a successful way of nurturing customers on their buyers’ journeys, resulting in companies reaching their desired business goals reliably.

Knowing your digital maturity is key

However, despite the broad scope of a DXP, the ability to deliver well-fitting digital experiences with the highest level of efficiency is dependent on every business’s digital experience maturity. This metric, also called customer experience maturity, refers to a company’s level of sophistication in measuring and delivering digital customer experiences on its website, and its ability to leverage the potential of tools available for doing so.

As the final outcomes directly impact revenue, knowing and understanding the level of digital experience maturity is crucial for every company. It’s therefore advisable for businesses to assess their level of digital experience maturity as precisely as possible. To facilitate this important task, Kentico Xperience has created an easily understandable, concise Digital Experience Maturity Model that helps companies to estimate their individual level.

Correct assessment for increased value and better performance

The Kentico Xperience Digital Experience Maturity Model includes an array of factors, with which companies can identify their stage on an experience journey. Each stage goes hand in hand with a range of typical problems they deal with on a regular basis, which can be covered and solved using appropriate tactics and tools. For each business realizing its position and adapting its technology stack accordingly, a positive return on investment becomes a lot more attainable.

All in all, providing customers with the best reachability, purchase and service convenience, personalization, ease of use and channel flexibility is the necessary way to reach and maintain a top level of business performance. It is challenging, as it requires developing and executing complex, well-considered strategies. But acknowledging the importance of solid digital experiences, as well as finding the best ways to address them, is vital for companies that don’t want to get left behind.

Find out more about the Kentico Xperience Digital Experience Maturity Model and assess your business at xperience.io.

—Dominik Pinter, Managing Director, Kentico Xperience

This article originally appeared on Business Reporter. Image credit: iStock–id1295900106