As larger organisations are finding, data is key.
A single website visit can now mean so much, being able to use the latest technology and recognise that a favourite customer has returned, perhaps to see what is new. Or where a new customer came from, a particular sales channel such as paid clicks from google or bing or a referral from an article such as LinkedIn.
Understanding where your members are coming from is one of the most important questions your membership system needs to answer.
Understanding what the common journey is for a new customer, which web pages are leading to the most conversions or form submissions.
If your organisation is not already talking about "experience" then you are already behind.
Nurturing your users experience is the best way to show your staff, customers, suppliers, members that you actually care. Providing them the tools and timely notifications is the best way to ensure your staff and customers are getting what the need.
In this digital age, we need to take the experience further than just a brochureware website. It is in our emails, txt/sms messages, mobile applications and notifications. It is sending the right message at the right time, its engaging users who want to be engaged, with the right content, while allowing others to unsubscribe from marketing if they want to.
At the heart of any experience is understanding. Understanding and identifying a person, turning digital events, like having an email read or a like on a page, into meaningful data.
Experience is also about marking out a journey, what is the ideal customer, what journey do they go on? For some organisations, it can be descibed as simply as:
- They find your organisation/company
- They research a product or offering
- They find the information they need or they still need more information
- They may engage in activities to find more information (trial/video/sample)
- They purchase your product/offering
- They remain engaged / subscribed
- They dis-engage
- They re-engage
But what about employees, suppliers, all of these can have journeys.
Within a journey, there can also be varying segments of products, requiring your organisation to not only cater for multiple journeys, but their intersection.
Until now, the people that can afford a DXP, already make millions in profit per year. But we are now providing a DXP for not for profits and associations.
Common features of a Digitial Experience Platform