Digital customer experience refers to how customers interact with your brand online. A digital customer experience strategy must incorporate multiple channels, all working toward the same goal – delivering customer satisfaction, no matter the journey. An omnichannel digital customer service strategy will enable you to meet customers’ expectations for ease, convenience, and speed across numerous digital channels.
When it comes to the customer service experience, more and more organizations are looking to move from reactive approaches based on email and phone to a more proactive approach based on text messages, chatbots, digital assistants, and artificial intelligence techniques. Their object is to make the customer service experience more relevant and efficient.
Below are some customer journey stages to consider in digital experiences
The conversion stage is when the “sale” happens. You will notice the journey does not end after the sale. Instead, after the conversion stage is the experience stage.
In the experience stage, you take advantage of the fact that digital channels are an excellent place for fostering customer loyalty and advocacy. For example, social media channels update customers on new updates and features. At the same time, web and mobile apps can host how-to guides or use case ideas to help consumers get more from their purchases.
The Increasingly Digital Customer Service Platform
These days, potential customers can shop online using tablets and smartphones and not just desktops and laptops. The usage of these mobile devices, along with social media, allows providers and vendors to improvise their performance, set up new designs, and increase their customer base while at the same time keeping up with the current trends.
More organizations are looking to implement “smart” customer service. They are looking to provide agents with an additional tool to support agents to overcome customer issues rapidly. For example, a customer support assistant can capture customers’ desires through real-time speech recognition and semantic awareness and instantly drive user apps, knowledge bases, and other material.
A customer service platform can include a call center or an online chat environment operated by an organization offering customer service. A typical use case for such a platform would be a person calling an organization’s customer service phone number that routes to their call center, where an IVR system picks up the phone call. The system may ask the person to provide a few words to ascertain the caller’s intent to best route the caller to the most appropriate customer service representative.
What is a Digital Experience Platform (DXP)
Digital experience platforms (DXPs) provide the technology that supports the organizational transformation needed to meet increasing customer expectations for improved customer experiences. Core DXP components include content management and digital asset management.
DXPs have several benefits. One is better personalization. Connecting to other systems, such as CRMs, social media, and contact centers, achieves better personalization. A DXP with a CRM component can also help build long-term customer relationships.
Further, some DXPs offer a component like a customer data platform providing centralized data capabilities. Customer data platforms offer a unified view of customer behavior to drive hyper-personalized experiences.
Another feature worth looking for in your DXP is customer journey analytics. Customer journey analytics allows you to connect every customer touchpoint and explore comprehensive journeys in real time to give teams the insights to build customer experiences at scale.
A Headless API Benefits Content Editors
Traditional Content Management System (CMS) architecture was once the standard for web development. Still, as business needs and customer expectations grow more complex, the more common technology used these days is Headless CMS. A headless CMS is a content management system that separates the presentation layer where content is presented from the backend, where content is managed.
Traditional CMSes tightly couple the front end with the back end. With a headless CMS, content delivery is via “headless” APIs. Also, with a headless architecture, all content is stored in one centralized content hub. Keeping all content in one centralized hub allows content editors to create once and publish anywhere.
Kentico Xperience 13
Kentico Xperience is a digital experience platform developed by Kentico Software. As of this writing, the latest version is Kentico Xperience 13. It is a system built on ASP.NET technology, Microsoft SQL Server, and the C# programming language.
We remember the Web Experience Management System was the next step after the Content Management System (CMS), and the Digital Experience Platform was the next step after the Web Experience Management System. In short, DXPs are an evolution of traditional web content management systems to better map the entire digital customer lifecycle, from content creation to deployment to measurement and iteration. For this reason, we all consider Kentico Xperience to be a CMS solution even though, as a digital experience platform (DXP), it is much more.
Some may even refer to Kentico Xperience as Kentico CMS. For organizations of all sizes, CMS technology can create and manage content without much technical knowledge.
Since we can sometimes use the words CMS and DXP interchangeably, you may ask, what is the critical difference between a CMS and a DXP? A DXP addresses the user experience across all digital channels instead of being limited to the web. These digital channels include web, mobile, and social media.
Kentico XPerience provides features that can be used to improve the number of visitors and customers across digital channels. One way to do this is by creating and delivering new content and measuring its marketing performance. Kentico Xperience empowers marketers and subject matter experts to optimize this process. Another perk of this technology is it can be implemented without General Data Protection Regulation headaches.
Kentico Xperience can be logically divided into live site and administration. The live site is all the content visible to the website visitor. The administration is only available to authorized users and provides access to the features of Kentico Xperience.
Kentico Xperience for Developers
Kentico allows front-end developers with Kentico knowledge to create web page templates. Kentico templates can significantly shorten the time it takes to create a website. Kentico also has a web parts feature. Web parts are page components that provide a combination of content and functionality.
One of the website development methods Kentico offers is development using ASP.NET MVC. The Model View Controller (MVC) pattern isolates business logic from the user interface. When developing using the Model View Controller (MVC), Kentico functions as a separate content platform application, and the central part of the website solution is a particular MVC application.
Kentico developers may also find its built-in REST API useful. This API allows for reading, creating, updating, and deleting virtually any document in Kentico Xperience.
Contact us for more information on Kentico Xperience 13.
ADLER, MICHAL. “SEO Integration into Xperience by Kentico.”
Design, J. S. O. N. “Goals.” (2020).
Daxnerova, Desana. “A new parser for the K# language.”
Koirala, Sudarshan. “Content Management System Customization.” (2018).
Minárik, Daniel. “Accelerated Mobile Pages.” Masaryk University Faculty of Informatics (2017).
Eikonsalo, Antti. Utilizing bots in delivering content from Kentico Cloud and Kentico EMS. M.S. thesis. 2017.
Hrubý, Tomáš. “Automatic content migration from Kentico Draft to Kentico CMS.”
Gupta, Ambrish, and Niraj Kumar. “METHOD AND SYSTEM FOR AUTOMATED SENTIMENT CLASSIFICATION.” U.S. Patent Application No. 17/718,839.
Jayapalan, Vijay, Jeffrey David Calusinski, and Gregory B. Yarbrough. “Interaction effectiveness measurements.” U.S. Patent No. 11,734,638. 22 Aug. 2023.
Sarwar, Abdullah, et al. “Effectiveness of E-Commerce Platform Among Millennials During Pandemic.” Journal of System and Management Sciences 13.4 (2023): 433-446.
Tripathy, Abinash, Adityo Deshmukh, and Erik Richard Ashby. “System and methods for using real-time context to proactively start a communication with a customer through a different device.” U.S. Patent No. 11,405,504. 2 Aug. 2022.
Guo, Haochen, and Petr Polak. “Artificial intelligence and financial technology FinTech: How A.I. is being used under the pandemic in 2020.” The Fourth Industrial Revolution: Implementation of Artificial Intelligence for Growing Business Success (2021): 169-186.