Technology is supposed to make our lives and work easier and more effective, right? We have more tools than ever at our disposal, and new technologies and innovations promising even more robust or specialized features becoming available at a seemingly constant rate.
But, these technologies and tools powering digital transformations have become a double edged sword for businesses and customers alike. On one hand, we have seemingly infinite ability to create hyper-effective digital experiences for customers that are truly influential. We now have the capacity to know more than ever before what users desire and care about, and the ability to cater to these needs. But ironically, so many of us are struggling to even find a direction on how to leverage all of these innovations to accomplish this, not to mention the overwhelming pressures of trying to constantly adapt to a technological world seemingly advancing at a faster rate than ever before.
What’s going wrong? The situation can be compared to keeping your books organized with a bookshelf.
Strategy/concept stage: At first, you recognize your book collection has gotten to a point where you need to get things organized. So, you decide on the wall where your bookshelf will go and take measurements.
Platform design/build stage: You build a beautiful bookshelf to the desired specs, style, and color you want.
Content strategy: You have a diverse book collection with a number of possibilities, so you designate certain shelves to specific books and topics.
Too much of a good thing: Once your bookshelf is completely full, the books just don’t stop coming. You’re overwhelmed by the responsibility. Do you build 10 new bookshelves and risk everything getting lost? Do you just stop accepting new books?
Incorporating digital advancements into your own marketing and initiatives can be a lot like this. The more content that’s created within more new channels, the more opportunities for lost data, inconsistencies, and isolated information existing within silos. The more data you track to inform you efforts, the more you need to keep up with security, compliance, and performance protocols.
But what if you had some kind of way to house all of that together to eliminate the gaps and regain control? So you could actually reap the rewards of all those books, without the downsides.
Now enters a solution for silos, content bottlenecks, branding inconsistencies, security lapses, and more. Meet Acquia DXP: The first open digital experience platform of its kind.
What is a DXP?
DXP stands for Digital Experience Platform. It’s a bundle of different technologies brought together to make it so much easier to create, manage, deliver, and optimize uniformed and consistent digital experiences. It allows your data, content, and security initiatives to all play nice with each other, without creating additional work on your end.
The key focus is on digital experience and how it applies to the overall customer experience. Pay attention, because this is becoming increasingly critical in today’s world -- especially since Covid-19 has forced everyone to become more reliant on it.
How Acquia DXP is even better
Acquia DXP seamlessly blends content management, marketing technology, and data to shape world-class contextualized experiences on both sides of the screen; for the end user (AKA your customers and audiences) and the operators (you and your team members). It acts as a single source of truth for both content and data, breaking down the silos within each for information to flow freely. This ultimately results in experiences highly relevant for intended customers, which then drives engagement. Acquia DXP is also the first open DXP of its kind. Drupal, the world renowned open source CMS, is the beating heart of Acquia DXP.
Why is "open" so important?
Open essentially equates to freedom; The freedom to use open API’s and choose the integrations that work best for you, so you can fully customize your technology stack. Open software is also part of a community that is driven to collaborate and keep innovating, which keeps the Drupal CMS constantly evolving and improving.
What problems Acquia DXP solves
By scalably bringing together the content that brings digital experiences to life, the technology fueling it, and the data that enriches it, Acquia DXP helps to solve many of the organizational silo problems plaguing companies today.
- The increasing difficulty of keeping up with new touchpoints and channels
- Content creation bottlenecks, delays, inefficiencies, and upkeep
- Lack of smart data to inform strategies and initiatives
- Departments who aren’t aligned (we’re looking at you, Matt in Products)
- Security and compliance risks
- Loss of intimacy with customers despite increased data
- Silos for both content and data that inhibit progress
- Adapting digital experiences quickly when the world suddenly changes (think Covid-19)
Leveraging a powerful DXP like Acquia's will give you the tools to build an optimized digital experience practice.
Building a digital experience practice
A successfully leveraged DXP gives organizations the important ability to deliver their customers contextualized digital experiences at scale. The technology that powers these experiences is fundamentally important, but it’s only one part of the equation. In addition to technology, experience design and data are also key to success.
At FFW, we think of Technology, Experience, and Data as the three pillars of digital experience success. We work with our clients to build an organizational practice that brings together a number of disciplines in order to hypothesize, execute, measure, and optimize a digital experience. Our clients may have some of these capabilities in-house, while others are supplemented by FFW services.
If we were to compare your organization to a hotel, the customer would be the guest. The guest experience would then be the customer experience (CX), and room service would be comparable to the digital experience (DX).
The guest experience is the entire experience they have with the hotel from the moment of booking to checking out at the front desk. Room service is a very important piece of that experience. This is how a hotel “meets guests where they are”. A digital experience is also the way in which an organization meets their guests where they’re at.
The technology powering room service (like integrated phone lines) is great, just like the technology we use to support our digital experience efforts. But on its own, it does nothing to help improve guest experience.
What does improve the guest experience is when your hotel builds various disciplines with a focus on the customer: A concierge focusing in customer service, a kitchen to make food ordered, and a way to track all that data so the hotel can track important factors; like what food is most popular so they can keep up with demand.
By doing all the above in a holistic way, you engage your customer in a way that serves them and delights them. This is how you turn them into a loyal advocate and return customer.