DXP One: Managing the Customer Experience from a Single Control Booth

DXP One is the last frontier of personalized, native cross-media communication. Technological advancements enable information and operational architecture, allowing brands to perfect their customer journey management.

From customer satisfaction to customer experience (CSAT and CX), brands are developing a great awareness of the opportunities and their associated operative scenarios that the digital world grants them. There’s just one problem: on a global level, just 15% of companies are able to manage well-orchestrated customer journeys that are capable of dynamically adapting to peoples’ experience, milieu, and individual necessities in order to ensure just the right balance of information and emotions (Source: IDC Customer journey: the alchemy of knowledge October 2021.)

Increasingly Dysfunctional Customer Journey Governance

The reason for this isn’t necessarily the fact that digital channels (on the web, smartphones, and social media) have become the main way that customers interact with companies. The main weakness is the progressive increase of diversified technology that companies have brought in over time in order to manage peoples’ digitization, social relationships, and multichannel systems. The growing constellation of touchpoints orbiting around consumers makes it very complicated to trace every customer journey and establish the necessary course of action to engage and satisfy their target market while building customer loyalty.

Never Confuse Strategy with Direction

Over the years, different management instruments have coexisted with diversified solutions that regulate customer interactions. Due to the wide variety of adopted strategies, it’s objectively difficult to direct the technological orchestra and obtain contextual, precise, and functional insights to facilitate decision-making processes. What’s missing is an integrated, tailored approach that allows companies to collect and analyze dataflows generated from different physical and digital touchpoints used by customers in order for brands and products to converge.

Get Ready for Major Multichannel Management

Companies have to adopt a holistic approach by eliminating the pluralistic management anarchy from the past and replacing it with a streamlined single system that can act as a conductor of the technological orchestra that comes with using several solutions to enhance the power of their communication and relationships:

• Digital signage of every kind (including the magic mirror, interactive totems, tables, and smart displays)
• Sensors (RFID, NFC, and beacon tags in particular)
• Mono and bidimensional codes (QR Codes included)
• Web properties (apps, websites, e-commerce sites, landing pages, and so on)
• All digital marketing channels (newsletters, direct email marketing, text messages, and social media)
• Service desk (contact center, help desks, and customer care)

From ERPs to CRM, from Content Management Systems to every marketing and sales management system on the market, short-circuiting data and eliminating digital silos that inhibit a company’s agility and personalization policies is fundamental.

It’s Time to Change Your Management Approach

Multichannel experiences require synergy between hardware, software, networks, and services. This means that brands have to develop new skills and connecting with different partners like communications agencies, creative consulting firms, social media specialists, hardware and software vendors, system integrators, connectivity providers, programmers, designers, and technicians. From a cultural and operational standpoint, this requires a Herculean effort from companies. In addition to mapping, connecting, and systematizing the dataflow generated from a growing multitude of analog and digital points of contact, it’s fundamental to trace and study every initiative’s interactivity and its value in relation to the company’s ecosystem. The collected data must be analyzed as quickly and functionally as possible in order to comply with the time to market, maintain relevance in consumers’ minds, and remain competitive.

From Digital Content Management to a Digital Experience Platform

In short, the time has come to streamline by working in a more integrated, intelligent, and cross-media fashion. To achieve this, you’ll need a fully developed monitoring and management platform capable of simplifying complexity, instantly making information intuitive, and rendering every action more decisive. A Digital Experience Platform that enables you to monitor and measure the customer journey by identifying customer requirements, expectations, and the degree of satisfaction while achieving multichannel operations. This Platform allows brands to send their clients information and messages that are relevant and empathetic. Beyond the technological and strategic definitions, when people discuss Digital Experience Platforms, the premise is always centered around the physical and digital customer.

DXP One: An All-in-One Control Booth

Over the course of two decades, M-Cube has worked alongside domestic and international corporations to design methods of engagement and customer retention by providing support on the creative, technological, and operational levels. Capitalizing on skill, experience, and strategic partnerships with industry leaders, M-Cube presents DXP One, the latest-generation Digital Experience Platform that guarantees multichannel management 4.0 State-of-the-art centralized architecture allows brands to create, distribute, and improve content management as well as engagement and loyalty initiatives, coordinating every type of action in an adaptive, cross-channel manner.