Digital Experience Platforms (DXPs) are built atop two pillars: customer data and content. Too often, however, the conversation about customer data is focused on how it can service content, rather than how it can better serve the long-term goals of your entire organization. When used effectively, customer data empowers efficient user journeys and strong customer relationships.
The Customer Data Journey
Whenever a customer engages with your organization, they provide data. Whether it’s a simple login, a click on an article, or their IP address telling you their location, that data flows into your organization and provides a clearer picture of your customer.
If you have a Customer Data Platform (CDP), or a DXP with CDP capabilities, it will store this data in a customer profile. These profiles are built up over time, over numerous engagement points, and creates a clear view of who the customer is, what their priorities are, and possibly, some insight into how you can help them.
Within the context of a DXP, this insight becomes key to things such as personalization, where you’re able to segment, target, and analyze the results of delivering content that is specifically tailored to the customers needs. In fact, the entire DXP ecosystem is built around a continual loop of acquiring data, analyzing the data, making decisions based on the data, and then delivering content, all improving the strength of your customer profiles.
Going Beyond The “Experience”
What’s the end-goal here? Well, if you’re a marketer the answer is obvious: you want to build strong customer relationships. Leads produce opportunities, which generates sales, after all.
This goes beyond simply using data to personalize content and results in using customer data as insight to identify growth opportunities, build your pipeline, and retain customers.
Here’s an example to consider: Say that you have a customer by the name of Jim. Jim has engaged on your website five times, reading numerous product pages and blog posts, but has not downloaded any content. At this point, is Jim a lead?
Some organizations would quickly nod their heads and say yes. Others would say no. It’s an answer that is partially based on the value that organizations place on each individual engagement, and whether they believe that is enough to qualify as a lead.
With a DXP using customer data, this becomes a matter of formula. Automated lead scoring, on top of functionalities such as goals and interest tagging, allow you to sketch out the ideal journey for any customer once they come onto your website, instantly pegging as a “lead” once they reach a certain defined threshold. What’s more, you can leverage additional criteria designed to help Sales when they decide to reach out to these leads, giving them an edge in initial talks. In essence, you’re showing that you “know” them by using data that they’ve explicitly and implicitly provided.
Taking It Further With Integrations
True DXPs are also designed for integration, which means they connect data and content across your entire tech stack. Bringing in data from your other technologies and sharing out the DXP’s data means the customer is getting a complete, consistent experience no matter where they engage with you.
This is especially important for CRM data. By integrating with your CRM, not only are you sharing digital engagement data with your Sales team, but you’re able to further customize that data to be keyed in on specific categories that they care about. When it comes to promoting a prospect to a lead, and a lead to an opportunity, there are often numerous engagement points in each step. Free flowing customer data will help Sales prepare for, and enrich, their relationship with the customer beyond the initial engagement.
How Can I See This In Action?
Great question! Contact us and we can set up some time to walk you through a demo of how Jahia can enhance how you use your customer data.