House of the Customer | Why Continuous Improvement in Your Digital Experience Platform (DXP) Matters

Let's continue to build the MarTech stack to deliver personalized omnichannel CX.

Welcome to the House of the Customer newsletter with insights and ideas for #marketing and #CX professionals who are building the personalized experiences of tomorrow.

➡️ Want to take this further? This is what I do: I work with organizations to evaluate platform investment decisions and operationalize martech and CX platforms. Contact me for more info and to talk about it.

Featured Article | Looking at Business Lifetime Value

TL;DR: First, to have a successful digital experience, you need to be where your customers are. Your DXP should be a key component of your omnichannel approach.

This article was written by Greg Kihlström for CMSWire . Read the full article here.

Does your organization think of website experience optimization as something that needs to get revisited every couple of years at most? When you want to make revisions to the experience and test new changes, are you met with resistance, and a “didn’t we just redesign the website?” If so, you aren’t alone, but you are right if you are thinking there is a better way to approach digital experiences.

In this article, we’re going to explore how incorporating a continuous improvement approach to your digital experience management, including your website and your Digital Experience Platform (DXP), can yield better results for your business as well as your customers. We’ll even see how it makes your team members’ jobs easier as well. Let’s get started.

Listen: Greg talks with Michael Mallett from Medallia about the importance of customer journey management. Catch the episode here, or click below.

More from The Agile Brand with Greg Kihlström Podcast

The top-ranked enterprise marketing podcast for leaders and aspiring leaders, now in its 6th year with over 500 episodes, and millions of episode downloads.

Listen on: Apple | Spotify | Amazon

Omnichannel Success Starts With a Robust Digital Experience Platform

First, to have a successful digital experience, you need to be where your customers are. Which, if you’re like most brands, is everywhere. While digital may be you and your team’s specific focus, we’re living in an omnichannel customer experience world and customers expect seamless connectivity and flow of information regardless of how they are interacting with your brand.

Your Digital Experience Platform may be the backbone of your Web presence, but in an omnichannel world, it should be able to deliver on some key aspects of your marketing and CX needs across more than a single channel. Think about how the content you create for a single channel like your website is created, managed and repurposed for other channels, which may range from a mobile app, to email, social media and even SMS. 

This article was written by Greg Kihlström for CMSWire. Read the full article here.

➡️ Want to take this further? This is what I do: I work with organizations to evaluate platform investment decisions and operationalize martech and CX platforms. Contact me for more info and to talk about it.

Links: Books | Podcast | Blog | Consulting | Book Greg as a Speaker