How Do You Feed a DXP?

Your digital experience tech will only be as strong as the information you feed it with. James Kerley explores the topic, drawing on the findings of a recent Digital Clarity Report.

  1. chevron left iconHow Do You Feed a DXP?
James KerleyDecember 6, 2018
  • Digital Marketing
  • Technology

You’ve finally put all the pieces in place for your digital experience platform (DXP) to be launched. Pat yourself on the back … and then get back to work because you’re just getting started.

Just like your pets (or kids for that matter), your DXP will only grow and become stronger if it’s being nourished. And there’s nothing digital experience tools love to consume more than data.

The latest survey and report from Digital Clarity Group (DCG), sponsored by censhare, highlights just this. In Digital Experience Platforms: Buyer Trends, Preferences, and Strategies, DCG points out that “…without comprehensive, accessible customer data, it’s impossible to deliver on the DX promises of personalization, predictive analytics, and machine learning”.

So, how can you ensure that things are on track with your DX, and that your investment is paying off?

Customer Data is a Linchpin

Clearly, you want to reach your customers with the right content for the right person at the right time. That’s not possible unless you’ve got accurate, in depth customer data.

So if you’re looking for a starting point, this is it. Your DX needs the constant input of customer centric data, from determining location to capturing demographic information. It is a good idea to get tracking in place for every event that might give you more customer information and let the floodgates open.

Organizing Data is Important Too

DCG points out that while many companies recognize the importance of customer data, they either aren’t getting the right data or are drowning in it. Added to that, it can easily become siloed and inaccessible.

This is where you realize whether or not you have the right DX technology. Every stakeholder needs to be able to access the data they need, when they need it, easily and independently. There must be a single source of truth that easily integrates with every other piece of your DXP. If it doesn’t, you might find yourself unable to use all that data you worked so hard to obtain.

Get Your CRM System to do the Heavy Lifting

According to the DCG report, only 25% of companies see customer relationship management (CRM) software as a DXP priority. Yet this is the most significant source of customer data and one that should be driving the majority of your marketing strategies and customer touchpoints.

Investing in top notch CRM as a priority puts you in the minority, but in a good way; you’ll be able to utilize customer data in a way that the majority of your competition cannot. This can strengthen your DX and ensure its longevity, even in a disruptive landscape.

Make sure you’re getting the most out of your DX strategy - download the full Digital Clarity Group DXP report for a range of case studies on how top performers have optimized their digital experience strategy and more.

James Kerley
James Kerley is a former editor at MapQuest and Yahoo!, and has been writing about the tech industry for over 10 years.

Want to learn more?