If you’ve been researching customer experience software for your business, you’ve probably come across two acronyms—DXP and CDP. These terms describe digital platforms designed to improve customer experiences and relationships, but what exactly are they, and which option is best for your business?
DXPs: Applications and advantages
DXPs, or digital experience platforms, are comprehensive tools for creating, managing, and measuring digital experiences.
DXPs focus on multi channel delivery, maintaining data integrity and a positive customer experience across all channels—from mobile to desktop and beyond. The multichannel approach is vital because of the way today’s consumers shop.
Let’s say a customer discovers your website while browsing on their laptop. They add a few items to their cart, but they’re not ready to buy.
They want to complete their purchase on payday, so they open their phone and navigate to your website. Ideally, the items will still be sitting in their cart, ready to check out. Your DXP will ensure this happens!
Some other features and capabilities of a DXP include:
- Communicating with customers across multiple channels and devices (i.e. social media, email, chatbots, mobile, desktop),
- Managing and creating content,
- Tracking content performance,
- Managing marketing components (i.e. eCommerce, customer relationship marketing, and automation),
- Delivering personalised content to customers,
- Identifying cross-selling and upselling opportunities.
The main aim behind a DXP is to help organisations deliver an excellent customer experience by improving the customer journey and helping shoppers find what they need quickly. Implementing a DXP within your website offers benefits such as increased engagement, higher return on investment (ROI), and improved customer relationships.
Across industries, today’s businesses use DXPs to connect with customers in modern ways. Some popular applications include:
- Retail websites and mobile apps,
- Healthcare patient portals,
- Online banking portals,
- Insurance web portals.
CDPs: Applications and advantages
CDP stands for customer data platform. The term describes software intended to create a unified customer database accessible across sales, service, and marketing channels.
The goal of a CDP is to collect data about your customers and create unified profiles for each one. Then, the CDP can deliver personalised communication to each customer, creating better relationships, boosting engagement, and increasing investment returns.
Some ways your business might use a customer data platform include:
- Segmentation tools to identify the right customers for a campaign or offer,
- Predictive analytics tools to determine what customers might do next,
- Managing personalised marketing campaigns,
- Understanding customer shopping trends and needs,
- Controlling and managing marketing channels,
- Data enrichment tools to fill in missing information.
A CDP can be a key component within a DXP, ensuring the personalised experiences delivered by your DXP go to the right customers at the right time. For example, you could send out a sale notification when interested customers are online and ready to start shopping.
A combined approach works best
DXPs and CDPs both have immense benefits for businesses. Thankfully, you don’t need to choose between the two! Implementing a CDP is a powerful way to optimise your DXP software, ensuring your customers receive personalised content on the correct platform at a time that suits them.
