Digital experience platforms, key step towards digital transformation
Since 2020, businesses in the Middle East are facing a unique challenge, to survive and compete in the wake of the changes brought about by the global health crisis. Covid-19 has acted as a catalyst, accelerating the adoption of technologies, as companies focused on navigating the new normal of business. Adopting smarter ways of working, robust technologies, and mechanisms to understand customer needs, changed from being nice-to-have to must-have practices.
To effectively implement digital transformation, businesses can benefit from adopting Digital Experience Platforms, DXPs, which allow them to integrate their processes and provide a cohesive customer experience.
Digital transformation involves rethinking the business model or process in response to the emergence of digital technology. Since it applies technologies that ultimately transform the way business is done, it requires coordination and synergy across the entire organisation’s different functions.
According to a recent report by IBM, 91% of surveyed UAE executives plan to engage in platform-based business models, recognising the importance of re-orienting their processes and exploring new avenues.
Businesses that aim to initiate digital transformation recognise that the customer is at the centre of this change. At present, customers are increasingly aware of new market trends and seek offerings that best fit their expectations. It is up to businesses to use new technological capabilities and organisational change to create unified experiences that adapt to customers’ changing needs.
As a result of the pandemic and the digitalisation of businesses, organisations have witnessed a shift in customers’ behaviours and preferences. Companies are looking for ways to deliver a seamless customer experience to stand out in the market.
To create a cohesive and consistent customer experience, businesses must bring their functions together on a unified digital platform that can host multiple systems. By using an agile and flexible platform, businesses increase operational efficiency, employee productivity, and ultimately, deliver unmatched customer experiences across various touchpoints. Furthermore, as the modern customer becomes more digitally conscious and expects more from businesses, creating personalised experiences is essential to satisfy customers and maintain relationships with them.
True transformation is seen as creating innovation in both how customers are treated and how businesses function. DXPs are uniquely equipped to address this wide variety of needs. DXPs provide an architecture for companies to digitise business operations, deliver connected customer experiences, and obtain actionable customer insight.
Integration across different functions and platforms can enhance collaboration and streamline operations so that customers can receive a unified and personalised experience as well. This software can consolidate internal systems and empower companies to use analytics, customer engagement scores, and personalisation to match the customer’s individual expectations.
To emerge as a proactive, resilient, and successful enterprise in the dynamic current and future economic landscape, organisations are actively working towards digital transformation to re-imagine their business and build themselves for change.
Key Takeaways
- To create a consistent customer experience, businesses must bring their functions together on a unified digital platform.
- Digital Experience Platforms allow to integrate processes and provide a cohesive customer experience.
- True transformation is seen as creating innovation in both how customers are treated and how businesses function.
- Integration across different functions and platforms can enhance collaboration and streamline operations.
By engaging in digital transformation, companies can respond to customer needs and provide unified customer experience, writes Moussalam Dalati of Liferay.
