Three Digital Customer Experience Technologies
Digital customer experience is more important than ever, as new technologies and expectations shape the interactions between customers and brands.
Some even say that experiences, even more than prices and products, will shape buying behaviour in the years to come.
And there are more than a few reasons to suspect that might be the case, with Salesforce reporting that 67% percent of customers will pay more for a service that includes an experiential element.
But which technologies are being used to create these fresh, exciting experiences? In this piece, we take a look at three key technologies driving this trend.
Examples of these types of digital campaigns are not hard to come by. In the past decade, brands such as Heineken, Kinder and Timberland have used AR/VR to great effect.
Augmented reality means computer-generated imagery superimposed on a user’s view of the real world. Virtual reality is a computer-generated 3D environment which the user inhabits.
These technologies are great for campaigns. But they can also enhance other digital customer experiences.
Using AR, customers can see how they might look in clothes, or how furniture might look in their house. On the other hand, VR can let customers view digital versions of products without leaving the comfort of their own home.
DXPs (digital experience platforms) try to bundle together a lot of the technologies associated with digital customer experience into one platform.
These areas are sometimes broken down into content management, marketing automation, analytics, and digital commerce.
The idea here is that a single platform empowers owners to engage customers with unique experiences at every stage of the customer journey.
· Content management to create unique experiences
· Marketing automation to communicate with individuals across multiple channels
· Analytics to prove the insights behind these experiences and communications
· Digital commerce to package this all together with ecommerce features
3. Headless CMS
Often a part of DXP, but also a technology in its own right, headless is a great way of delivering content and experiences to users.
Headless refers to the separation of the presentation layer, or the ‘head,’ from the backend.
The benefit of this is that content can then be delivered to a wider array of touchpoints, channels and devices via API.
This means POS devices, feeds and devices all become the perfect landing pad for your content.
This entails a shift away from the idea of page-centric content, and towards ‘atomic content,’ in which you recombine and mix content across touchpoints to create the best experience for users.
The trend in digital customer experience is to empower brands and even non-technical users to develop unique and engaging experiences with ease.
To this end, composable DXPs are fast becoming the next link in the chain, allowing brands and users to combine different digital experience technologies in a single stack.
What’s for certain is we’ll be seeing even more diverse, engaging experiences in the near future.