DX 101

What Is Digital Experience and Why Does It Matter?

Great products and services are a bare minimum requirement in today's competitive business landscape. For your brand to thrive, it must be competitive at a deeper level. 

In addition to your offerings, marketing, and pricing, you must offer exceptional customer experience. According to research, customer experience (CX) is the key competitive distinguisher for 89% of businesses.

In a tech-driven society, digital customer experience significantly influences organizational success. Digital customer experience refers to the customer's overall experience with your digital channels such as website, mobile app, social media, email campaigns, text messages (SMS), or live chat.

If you're wondering what digital experience is and how you can leverage it, you are in the right place. In this article, you'll learn more about digital experience and how you can use digital experience platforms to measure and improve your customer's overall digital experiences. 

Digital Experience vs. Digital Customer Experience

Digital experience is broader than digital customer experience. It refers to the interaction between a user and an organization using digital technologies. Such platforms include websites, mobile apps, e-commerce sites, social media content, and smart devices.

While digital experience and customer experience are closely related, they're not the same. Digital customer experience is the sum total of a customer's digital interactions with a brand, product, or service. It focuses on how customers perceive their interactions with your brand using digital channels, while digital experience focuses more on the interactions themselves.

Considering you have numerous touchpoints with customers, their digital experience may start on one platform and transition to others. For instance, a customer may begin the journey on your website, move to a mobile app, and finish with an automated email system. In this example, digital experience covers all of these interactions, while digital customer experience is focused on the overall perception of the user's journey. 

Why Is Digital Experience Important? 

Digital experience is extremely important for businesses because it helps them gain insights into customer behavior and preferences, enabling them to create better customer experiences. 

With digital experience, businesses can track user interactions across multiple digital channels to better understand customer needs and behaviors. This insight helps you tailor your offerings and marketing strategies to effectively meet customer needs. 

Moreover, customer service must evolve to match changing customer needs and expectations. Digital experience enables businesses to anticipate customer needs and deliver more efficient support.

What Is a Digital Experience Platform?

A digital experience platform (DXP) is a comprehensive suite of software technology and services that helps businesses understand user behavior across multiple digital channels. These tools enable businesses to measure customer sentiment, analyze customer data, and create personalized customer experiences. 

Backed by advanced analytics and machine learning, DXPs enable businesses to capture real-time data, helping them understand customer behavior across all digital channels. This helps businesses identify customer needs and deliver personalized experiences that meet those needs. 

Moreover, DXPs help businesses create content in real-time, allowing them to optimize their digital channels for better customer experience. What's more, DXPs enable businesses to create personalized experiences based on customers' demographics and buying behavior.

Benefits of a Digital Experience Platform 

Digital experience platforms offer several benefits to businesses, such as: 

  • Better touchpoints: Digital experience tools offer omnichannel experience insights that streamline brand and customer interactions, straddling multiple touchpoint channels and offering a holistic view of customer journeys. Moreover, they enhance the quality of interactions with customers to aid in customer journey optimization.
  • Capture customer data across all digital channels in real-time: DXPs help businesses capture customer data across all digital channels, enabling them to make better decisions. 
  • Promote personalized experiences: DXPs help businesses create personalized experiences for customers, allowing them to cater to their needs more effectively. 
  • Track and measure customer sentiment: Digital experience platforms enable businesses to track and measure customer sentiment to deliver better user experiences.
  • Better integration with APIs and interoperability with other platforms: With a DXP, businesses can easily integrate with APIs and other platforms, allowing them to automate their digital experiences.
  • Insight-driven decision-making: Digital experience apps enable businesses to make more informed decisions based on customer data.
  • Intelligent architecture: DXPs use an intelligent software architecture that helps businesses understand customer needs more quickly, improve their marketing strategies, and create better user experiences.
  • AI power and machine learning: DXPs capitalize on efficiencies of AI capabilities to create better customer experiences and improve customer retention.
  • Improved business control and customer engagement: Digital experience platforms empower businesses to take control of their digital experiences and drive higher customer engagement through insights gained.
  • Enhanced security: Digital experience software toolss also offer enhanced security that helps businesses protect customer data and comply with global regulations.
  • Makes complex websites more manageable: With a DXP, businesses can better manage complex digital properties, such as e-commerce websites.

Best Practices for Creating Great Digital Customer Experiences

There are several good practices businesses should follow when creating digital customer experiences, such as: 

  • Take a long-term mindset: Digital experiences should be seen as a long-term investment, which means businesses should plan for the future and focus on creating experiences that can evolve with ever-changing customer needs and competitive landscapes.
  • Perform in-depth research on customer journeys: Businesses should utilize data to identify customer pain points and create personalized experiences that address those challenges.
  • Know Your audience: Understanding your audience is key to creating great digital experiences. Businesses should take advantage of data analytics and customer segmentation to better understand their audiences' needs.
  • Optimize your digital channels: Businesses should optimize their digital channels to ensure positive customer experiences and incorporate new web pages and ongoing page refreshes for existing content to keep the website up to date.
  • Standardize the omnichannel experience: All touchpoints with customers must offer consistency in branding and messaging, ensuring congruent customer experience. Therefore, it’s imperative for businesses to ensure that their digital experiences are consistent across all channels and customer touchpoints.
  • Utilize AI: Businesses should leverage the power of AI to create more personalized customer experiences.
  • Make customer data actionable: Ensure that customer data is collected and analyzed to make better decisions and improve customer experiences.
  • Analyze customer feedback: Convert insights gained from customer feedback into actionable ways to fine-tune customer experiences, based on identified areas of improvement .
  • Test and monitor digital experiences: Testing and monitoring digital experiences help businesses identify potential issues and optimize the user experience (UX)
  • Measure customer sentiment: Doing so helps you understand how customers feel about their digital experience  and how to improve them.

Medallia's Digital Experience Platforms

Digital customer experience is more important than ever before. To keep up with changing customer needs and preferences, businesses must focus on delivering exceptional digital experiences. 

This is where digital experience platforms come in, as they help businesses understand user behavior across multiple digital channels and create personalized customer experiences. What's more, DXPs offer several benefits, such as capturing customer data in real-time, enabling personalized experiences, tracking and measuring customer sentiment, and offering better integration with APIs and other platforms. 

With the help of a DXP, your business can deliver an omnichannel customer experience that meets the needs of today's digital consumers. But it's not just about having a DXP; it's about finding one that can meet your broad scope of needs and catpult your company towards greater success.

If you're looking for a digital experience platform that can help your business thrive and grow, Medallia's Digital Experience Platforms are the ideal choice. Medallia offers comprehensive digital experience platforms that enables businesses to capture customer sentiment and user behavior across all digital channels in real-time. Moreover, its intuitive dashboard helps businesses analyze customer data to understand their needs and preferences better and faster, driving insights that empower organizations to improve customer experiences. 

Request a demo today to learn more about Medallia's Digital Experience Platforms and how they can help your business take its digital experience to the next level.