Digital Experience

Understand the importance of digital experience and why it is an integral part of the overall customer experience.

Doctor Doing Medical Research on Tablet and Computer
What is digital experience?

Digital experience refers to an interaction between a user and an organization that is made possible because of digital technologies. Websites, mobile apps, e-commerce sites, social media content, and smart devices, all provide a digital experience to the customer, partner, or employee that is interacting with an organization.


Why digital experience is important?

A customer’s journey can begin and end digitally, so creating a cohesive, contextual digital customer experience that addresses customer needs is more pressing than ever. With an ever-expanding number of digital touchpoints, digital experience management has become a difficult task, but one that can help engage new users, differentiate your company and inspire customer loyalty. It is important to think of digital experience as a complimentary part of the overall customer experience (CX) and user experience (UX). Understanding digital experience allows your business to be more proactive when it comes to creating personalized experiences that better engage prospective customers, satisfy current users, and enhance employee experiences.


What are digital experience platforms?

A digital experience platform (DXP) is an integrated and cohesive suite of tools designed to enable the composition, management, delivery and optimization of digital experiences across multichannel customer journeys. These tools offer a meaningful way to both speak to users through created content and listen to their needs through collected data.

Digital experience platforms help disseminate content across websites, email, mobile apps, social platforms, e-commerce sites, IoT devices, digital signage, POS systems, and more. Beyond simply delivering content for each of these channels, digital experience platforms help enable marketing automation and develop a consistent digital experience, leading users towards a clearly defined outcome.


Tools to improve digital experience

There are a number of tools that can be used to create digital experiences that benefit you and your users, such as:

Digital twin - A digital twin is a virtual representation of an object or system that spans its lifecycle, is updated from real-time data, and uses simulation, machine learning and reasoning to help decision-making. Organizations can develop digital twins that replicate entire company environments, offering insights into all touchpoints of an organization. These digital replicas give an organization the potential to simulate, analyze, and optimize customer journeys and employee experiences, thus creating a more cohesive and personalized digital experience.

Content Operations (or ContentOps)- ContentOps is your organization’s infrastructure, including personnel, process and technology that make it possible to produce, deploy, and maintain cohesive content across multiple channels. Well-defined ContentOps integrates with marketing automation and takes into account authoring environments, inventory, asset management, project management, scheduling, publishing tools, analytics, reporting and more.  

Omnichannel & headless CMS- A headless CMS delivers content to various channels using APIs. This allows content creators the tools to create content for websites, social media, digital signage, e-commerce, mobile apps, and smart devices. By managing your content from a unified hub, you can centralize content creation, and track and measure customer engagement across various channels.

AI & cognitive computing- Artificial intelligence (AI) is unleashing a new approach for customer experience (CX) and digital experience strategy, design and development. IBM Watson® deploys a portfolio of business-ready tools which leverage AI to quickly access insights, automate campaigns and processes and so much more. Because AI systems can see, talk, hear, and learn from their interactions (CX) teams are entering a new era: creating AI-powered digital customer experiences that feel like natural human engagement.

Customer data platform-  A customer data platform (CDP) is software that collects and unifies customer data from multiple sources to build a single, coherent, and complete view of each customer that is accessible to other systems. CDPs allow you to better understand your users, complement marketing strategies, marketing automation and develop personalized customer journeys.


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