Control your every touch point with Digital Experience management

Today I found a job position that intrigued me. Dynatrace, a prominent cloud monitoring company had a marketing position for a Digital Experience director. I naturally though: what the heck is a Digital Experience Marketing Director? I had heard of User Experience, Digital Marketing, Digital Transformation and I thought to myself that it would equate to a mix of the three.

I decided to investigate a made a search for Digital Experince to see what I would get. Results brought me ads for Adobe’s Marketing Cloud products, PWC’s Digital services and Acquia’s Digital Experience Management tool. The first organic result brought up a platform that would allow you to manage, build and deliver integrated, optimized user experiences across all digital channels, to all audiences. Reading further, the same blog post from Xtivia, explained how ‘with the customer at the center, a digital experience platform architecture will help to align strategies, teams, processes, and technology to meet this integration imperative” and that somehow gave me a clue that Digital Experience couldn’t entirely be met with a platform and would be more the full experience of a company’s prospect or customers.

While the position itself looked for a person that would shape the next frontier of digital experience, including mobile, omni-channel and user behavior analytics – it listed duties such as develop understanding of the Digital Experience line of business and how it fits into the company’s portfolio, vision, value proposition and differentiation. It went on through creating connective-tissue messaging and materials to best position Digital Experience, thought leadership content, go-to-market activities and marketing assets – I needed an ultimate definition of digital experience, and was pleased by Liferay’s definition of an interaction between a user (customer, partner or employee) and an organization that is possible only because of digital technologies.

Now it all made sense and we at Digital to HUman realized that it was an evolution from digital marketing and marketing itself, but a step ahead from demand generation. How did the marketing position itself take so many shapes and forms?

What in the world is Digital Experience?

Digital Experience is the science of driving business usage and growth through tools that make it easier for the customer to always be in touch with the brand. Be it by being present in different touch points, delivering customized experiences with compelling content and media, increasing engagement and the customers propensity to buy.

An example is a quote I found that went “very few things are unsexy as receiving a bank statement. But bank statements are one of the most important tools of constant interaction between the bank and the user.” It makes total sense. You want to make sure your finances are in order and that montlhy piece of content your bank sends you is a great reminder to log into your account (interact with the bank) and make sure everything is ok.

Gartner, the research institute, established the Gartner Magic Quadrant for Web Content Management (WCM) tools. These are tools that help companies manage their overall customer experience. In direct terms, these are CMS tools that also allow the management of social media, web content such as videos, analytics to keep track of views and also forms and the management of these interactions.

These icons from IBM Digital Experience represent the touch points the tool offers: social, mobile, content, analytics, etc...
These icons from IBM Digital Experience represent the touch points the tool offers: social, mobile, content, analytics, etc…

How to offer Digital Experience on your company.

DX as they call Digital Experience spans the range of experiences that people have with an organization’s communications, products and processes on every digital touchpoint, from the web and mobile devices through wearables, beacons and facial recognition. This is CMSWire’s definition of DX in broad terms and as you can see it has to do with tools, processes and touch points.

There’s an app for that. I mean, there’s an event for that.

The DX Summit 2017 is CMSWire’s Digital Experience conference and brings together the world’s foremost digital customer experience (DX) leaders and practitioners who are defining the next generation of digital customer experiences and creating the organizations and teams that make them a reality.The event this year happens in Chicago in November from the 13th to the 15th and has presenters ranging from Josh Aberant, which accelerated the adoption of its cloud email infrastructure, and has been part of Twitter. And between other, Kerry Bodine who is a keynote speaker, customer experience coach and the co-author of Outside In: The Power of Putting Customers at the Center of Your Business.
If you are interested in the topic so far, you have to read Forrester’s Digital Experience Playbook for 2017, to see how to create a digital customer experience delivery strategy that supports your marketing and business counterparts.

The 2017 Gartner Magic Quadrant for Web Content Management.
The 2017 Gartner Magic Quadrant for Web Content Management.

Gartner’s defines web content management (WCM) as the process of controlling content for consumption over digital channels through the use of specific management tools based on a core repository. But these products like Sitecore have functions that go beyond simply publishing web content and include content creation, metadata management, version control, personalization and presentation control like adaptation for mobile.

Conclusion

Digital Experience is not anything new. It’s just the combination of digitally empowered consumers and always-on connectivity with customer expectations of any company that wishes to serve them and have dramatically changed–today’s customers expectations. Be ready to be available to your prospects whenever they want to talk to you.