Each of these is typically identified with a distinct part of the customer journey. Today’s leaders in the DXP category tend to come from one of three heritage categories: Content Management Systems (CMS), Portal Platforms or Commerce Engines. ![]() More broadly, DXPs promised to enable companies to address the full customer journey, from attracting new customers to converting them and growing each account over time. ![]() This new platform aimed to provide an architecture for companies to digitize business operations, connect customer experiences, and gather actionable customer insights. To stay competitive, companies need to move beyond thinking about digital commerce in a silo and address it in the context of the full customer journey with a comprehensive digital experience platform.īy switching to a digital experience platform that brings together the best of content management, commerce, and portal capabilities, companies can successfully navigate the transition to B2B digital commerce and deliver an excellent customer experience across the entire customer journey.įive years ago, analysts started buzzing about a new software category called digital experience platforms, or DXPs. However, pure play digital commerce platforms have traditionally lacked the robust site building, personalization and authenticated experiences needed to do digital commerce well across the entire customer journey. The process of ordering, tracking shipments, and communicating with sales reps defines a B2B customer’s perception of a brand as it is the most common point of interaction (when compared to B2C, where social media and advertising have more influence). ![]() B2B customer experience is rooted in digital commerce.
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