At Siteglide, we've talked a lot on the topic of Digital Transformation and while it was already a hot topic before COVID-19, it is now crucial that businesses focus on how they can get the most out of technology.
Businesses need to realise that outdated tech stacks will hold them back and that they need their data connected across various platforms. With this, we should see a mainstream shift away from traditional platforms where data is siloed and cannot be shared.
Today, websites are being replaced by Digital Experiences where users interact with suppliers online - and this depends on access to data.
The customer journey is as much online as it is offline. Previously, websites were viewed more as brochure sites, or stand-alone marketing tools that did not integrate with new technology, while today, a company’s online platform is often seen as the cornerstone of their business.
A traditional website and CMS cannot cope with omni-channel demands meaning Customer Experience (CX) will suffer as a result.
Having a website is not enough - to create memorable and scalable experiences, businesses should focus on replacing their Content Management System (CMS) with a Digital Experience Platform (DXP).
Gartner defines a Digital Experience Platform (DXP) as:
“An integrated and cohesive piece of technology designed to enable the composition, management, delivery and optimisation of contextualised digital experiences across multi experience customer journeys"
Simply put, a DXP unifies marketing, eCommerce and services and delivers a holistic view of data across all channels.
By using a DXP, companies are able to tailor their customers' experience across multiple devices and platforms.
The DXP has evolved from the Content Management System (CMS) and while the CMS has served its purpose well in enabling content collaboration, today many businesses are adapting their strategies to put a priority focus on customer experience as a unique selling point.
The CMS has evolved from a monolithic closed box system to an API-first Headless or Decoupled system that can share content to various channels.
A CMS comes with its limitations and DXPs are a step forward for brands to be able to generate Digital Experiences through apps, portals and more.
Unlike a CMS, a DXP allows integration across channels, touchpoints and devices with no boundaries or complexity.
A DXP offers multiple touchpoints that support the customer life cycle across the various digital platforms and offers endless opportunities for personalisation and richer online experiences. Importantly, a DXP is able to change and scale alongside a business.
Siteglide unifies marketing, commerce, and service via a Headless API-driven architecture that delivers a holistic view of data across all channels.
Siteglide helps agencies build and manage scalable Digital Experiences such as online courses, Marketplaces, Membership Sites and Customer portals.
A G2 winner, Siteglide has to date won 13 G2 awards and is currently the DXP leader for Small Business with the highest rated support in DXP and WCM.
According to Gartner's 2020 report, "Through 2021, 85% of the effort and the cost involved in a DXP program will be spent on integrations with internal and external systems,..." The report also said that, "DXPs must be flexible, adaptable and pluggable"
With a DXP a business will be able to deliver personalised brand experiences across a wide range of digital touchpoints. What's more, a DXP is always evolving and improving features and integrations to help a business keep up with the latest trends and technology.
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