When it comes to digital transformation, change is constant, and urgency moves businesses forward, always with the expectation of doing more in less time. Customer experience today is more than just driving purchases or getting traffic to your website. Businesses have already invested tons of time, energy and money into martech that they’re expecting to deliver real returns. And that is only possible when all that technology works together to create and nurture long-term relationships that complement and inform the personal moments that define our day-to-day lives.
An open digital experience platform stands in contrast to closed DXPs. Open DXPs evolve with the needs of the customer. Unlike closed, proprietary software that locks users into a standard set of capabilities and limited workflows, an open architecture allows for your tech stack to be easily modified, expanded upon and integrated with outside solutions. Acquia was named Leader in the Gartner 2020 Magic Quadrant for Digital Experience Platforms for many compelling reasons (we encourage you to read the report to see for yourself). We’re a strong believer that a DXP empowers brands to better serve customers wherever and whenever they are. And it is part of our DNA to help organizations wield the power of open source and open architectures to realize the maximum benefit - for their customers and their business.
1. An Open DXP Connects Data and Eliminates Siloed Customer Experiences
Imagine this: you meet someone new for coffee, talk about your family, vacation plans and hobbies. Then a few days later, you see them again and they’ve completely forgotten everything about you. No, this isn’t the plot of “50 First Dates.” It's a major issue for brands trying to build relationships with customers when all their interactions are stuck inside data silos.
Today, every side of an organization from marketing to sales to customer success is constantly collecting new data about their customers. This data is scattered throughout various platforms from a CRM to e-commerce to customer support systems. Yet without a way to connect all of these individual touchpoints, teams are missing crucial knowledge about customers as they move from one channel to the next. This leads to frustrating customer experiences from repeat promotion messages to asking a returning visitor to re-enter all of their contact info after they’ve engaged with you before.
A DXP equipped with an open Customer Data Platform (CDP) treats customers as valued individuals rather than strangers. Through machine learning and AI, an open CDP unifies all of this data in a single platform, giving all sides of an organization visibility into where, when and how customers are engaging with their brand. By building out 360-degree customer profiles that evolve with each new interaction, brands can offer better personalized experiences and more relevant content to the people they’re serving. When your platform is open and extensible, you can build on previous insights and customize customer experiences as they happen rather than approaching each touchpoint as a one-off exchange.
2. An Open DXP Amplifies the Opportunity to Adopt New Channels
Think about the last time you made a purchase, whether it was buying a new kitchen appliance, booking an airline ticket or simply ordering takeout for dinner. You likely went through a couple of steps: browsing products on the website, reading a few customer reviews on your phone, calling up a store, etc. Today, almost every customer interaction is multi-faceted, spanning both online and in person. New digital channels appear on the scene every day from mobile to apps to IoT and voice assistants, all giving customers a unique entry point into a conversation with your brand. At the same time that the number of channels and devices continues to multiply, customers expect relevant content that is context-aware across all of their interactions. So how can marketers expect to win at customer experience when the goalposts for success keep moving?
Success begins with creating customer experiences holistically, not as a bunch of disparate location-specific moments. Acquia’s open DXP is designed to help marketers deliver content in a “loosely coupled” fashion that allows content creators to build content independently of how it will ultimately be utilized by specific channels. This means content creation and front-end design can each employ experts focused on building the most compelling experience possible for the target audience. When each part of your tech stack is built upon open APIs, organizations can centralize and aggregate content and readily deliver across channels so that experiences flow into each other and provide a consistent message to audiences on whichever device they prefer.
3. An Open DXP Controls Costs and Maximizes Investment
Once marketing and IT teams understand how to deliver powerful, seamless digital experiences, the next hurdle is how to do it at scale. Global organizations often have hundreds or thousands of digital properties in production and need to find a way to manage each of these components across multiple brands, multiple geographies and multiple divisions. The need for centralized management of these expansive digital ecosystems and to tame unregulated digital sprawl is a challenge we refer to as the “multi-multi problem.”
A centralized, multisite management approach leveraging an open DXP solution can give enterprises the flexibility, security, control and efficiency they need to gain true oversight into all of their sites without duplicating IT and marketing resources. Leveraging a common open platform with a scalable architecture aligns content, data, tools and services within a single location, accelerates the creation of new sites and extends the reach of your brand presence throughout the full customer journey.
Acquia’s open DXP gives brands the digital freedom they need to understand and deliver stronger customer experiences. To learn more about how an open platform can help your organization defy the limits and embrace digital transformation, download our e-book: Why Digital Experience Management Needs an Open Platform.