How DXP and data-driven decision making bring you closer to your customers
Published 21/10/2021
Author image
Want to create the best possible digital experience for your customers? Learn how digital experience platforms using data-driven decision making can help you grow your brand.
Article cover

Digital technology has evolved beyond websites. Businesses and organizations today rely on a wide range of digital platforms to connect with their audiences, and knowing which paths to take poses a significant challenge for many companies. Yet digital transformation is critical for your company’s survival. A digital experience platform (DXP) could be the solution to your data-driven decision making process. You may have heard the term before – but what exactly is DXP?


DXP is an emerging technology that helps companies deliver the best possible customer user experience. Its architecture involves a multitude of digital components designed for omnichannel interactions and consumer data collection. 


Key takeaways:


  • A DXP is critical for creating long-term customer experiences beyond initial transactions. 
  • Headless content management delivers content and personalized experiences to a wide range of touchpoints through APIs.
  • DXPs rely on customer data and demographics to create personalized customer experiences.


Why your business needs a DXP for data-driven decision making


Think about your current marketing strategy. How many digital platforms do you currently use? The exclusive use of content management systems (CMS) will yield limited results. The traditional business model of brand awareness and customer transactions doesn’t cut it anymore. Today’s customers gravitate toward brands that offer convenience and personalization. 


Don’t wait for customers to come to you. Interact with your customers wherever they are. The combination of APIs and digital connectors in a DXP allows you to interact with customers on a wide array of digital channels. That includes email, social media, the web, smart devices, ecommerce, search engine results pages (SERPs) and digital kiosks.


A DXP combines all critical digital marketing tools and platforms into one package. The four key features of a DXP are:


  • Web Content Management: Publishing content that creates a customer experience across all digital platforms using a content management system (CMS). 
  • Customer Data: Customer reactions to digital content collected on one platform.
  • Personalization: Using customer data to tailor experiences to customers’ interests and demographics.
  • Integrations: Expanding your digital platform presence to reach more customers via experience management.


How to utilize DXP to build customer relationships


Building solid relationships between your brand and customer base should be part of your marketers' digital transformation goal. Both your business and customers will benefit from a DXP. For example, loyal customers enjoy the luxury of: 


  • Receiving real-time content and product suggestions on preferred channels.
  • Staying connected with a preferred business.
  • Personalized data applied across several platforms and customer relation management systems.


Want to know how DXP can help you expand your brand and increase revenue? Here’s how you can leverage a DXP and implement data-driven decision making to bring your business closer to your customers.


DXP focuses on the user journey, not just the transaction


Knowing what your customers want is critical to keeping them loyal. It’s no longer about the initial customer transaction or brand awareness. Building a business-to-business (B2B) or business-to-customer (B2C) company requires you to focus on the long term. A DXP tracks real-time data and trends among your customer base.


DXP allows your business to collect data on your customers’:


  • Individual purchases and transactions
  • Interactions with content across a wide range of digital platforms
  • Use of digital channels and devices
  • Personal interests and consumer needs
  • Locations and demographics



DXP also integrates AI technology to find patterns in customer behaviors and make predictions. This allows your business to implement data-driven decision making and launch personalized marketing campaigns tailored to your customers’ profiles. 


Content delivery should also be responsive and accommodate customers who switch channels and devices. For example, a DXP should enable you to reach a customer who switches from a mobile device to a desktop. 


DXP actively engages customers in real time


You keep customers actively engaged when you implement a DXP into your marketing strategy. It uses APIs to distribute content across a multitude of touchpoints and provides personalized customer portals. 


For example, headless CMS is one critical component of DXP. This allows you to distribute content to channels of your choice rather than publish it to one platform, giving you better control over how you interact with your customers.


Headless CMS enables you to seamlessly deploy an omnichannel strategy – which, according to Omnisend, delivers a 287% higher purchase rate over businesses relying on a single channel. The ability to easily implement omnichannel marketing is one of the biggest benefits of using a DXP.


Image source: https://www.omnisend.com/blog/wp-content/uploads/2020/10/Single_vs_Several_channels.png


Automation is another key DXP feature that uses customer analytics to personalize B2B and B2C interactions. For example, you can send personalized and automated emails for each of your customers with the data you obtain. Automated emails keep customers updated on new content, products and important company information.


You won’t likely reach your desired customer base by relying on a select number of platforms. Digital technology is constantly evolving, from handheld devices to social media platforms. A DXP will help keep you in the loop on emerging digital platforms and touchpoints. Expanding your range of touchpoints helps you maintain relationships with existing customers and helps you build your customer base. 


DXP scalability revolves around customer behavior


Building and maintaining relationships with your customers requires scalability. Your data-driven decision making strategy should be based around maintaining and growing your customer base. But improvements can’t be made to your marketing strategy without a clear view of your company’s progress.


Seeing the results of your customer interactions serves your marketing strategy in two ways:


  • It gives you insight into DXP performance and customer analytics in real time.
  • It can help your business identify areas of improvement based on customer demands and behaviors. 


Having full insight into what your customers want, where they interact and when they’re most active will help you evolve your marketing strategy. Customer analytics gives you the tools to create content and marketing campaigns tailored to your customers’ needs.


Expand your customer base with Optimizely


Are you ready to advance your digital marketing strategy to reach your target audience? The DXP experts at Optimizely can help you personalize your brand to a loyal customer base. We’ll help you implement data-driven decision making processes that drive results and streamline the process of publishing and distributing content that keeps your customers coming back. 

Get the best content from Converge direct to your inbox every month.
Author image

About The Author

Creating digital experiences that transform your company takes data-driven decisions, continued experimentation and constant invention. Optimizely Digital Experience Platform helps you unlock your digital potential.

More From The Author

Related Story