Provide a top-tier digital experience (DX) that leads to a great customer experience. One that commands individuals’ attention across their increasingly complex customer journeys.
Many (if not most) consumer-centric companies aspire to realize this today. As they should — given it’s what their target audiences want from them today and in the years ahead.
The June 2020 edition of The CMO Survey found 84% of consumers placed “increased value” on trying new digital products and experiences from businesses.
The biggest benefit of prioritizing the digital experience for prospects and customers?
- Custom-tailored experiences offered through your site, mobile app, email campaigns, and other digital channels can lead to far better, more profitable customer relationships.
(Not to mention help you generate more revenue and increase customer loyalty.)
But it’s only the companies that adopt a modern customer engagement model — and engagement-enhancing tech — that are able to deliver first-rate digital experiences.
Digital experience professionals (and others responsible for interacting with customers and accelerating business growth) can’t better grasp individuals’ intent and interests, though, by relying on disparate data and tools in their tech stacks.
That means, to deliver exceptional digital customer experiences, these teams must:
- Collect consented first-party data for your target audience
- Unify that data in a single source of truth that connects with all other tools
- Make said data accessible to all growth-focused teams
The ideal single source of truth for businesses today? A customer data platform (CDP).
Why delivering a high-quality digital experience is difficult with legacy tools
Customer experience (CX) is the sum of the work by a company’s growth-focused teams.
Marketing, analytics, ecommerce, customer service: All play vital roles at different stages of customers’ journeys (i.e., pre- and post-purchase). But their cumulative efforts contribute to a better CX for individuals — and better business outcomes.
A critical cog in the CX machine for businesses today? Digital experience. That is, those charged with designing and implementing ‘digital-world’ experiences.
Media companies, news publications, retailers: Businesses across industries are creating digital experiences and products to engage (and/or reengage) their audiences.
The goal? Get visitors, prospects, and customers to interact regularly with their digital properties so they can better understand their wants, needs, and preferences over time.
But these digital experience pros (and others responsible for accelerating growth) can’t better grasp individuals’ intent and interests by relying on disparate tools in their stacks.
Legacy databases (data lakes, CRM software, etc.) are still viable tools to store big data.
However, research shows these old-school solutions hold many businesses back in terms of being able to offer unique (and high-converting) digital experiences to their audiences.
Specifically, ones that differentiate them from competitors and help them transform:
- A 2020 Decibel report found legacy tech was the biggest barrier for businesses’ digital experience strategies. Siloed systems and a lack of behavioral data were deemed detriments to success.
- A 2020 study by content management platform Contentful found two-thirds of executives think their companies lag competitors when it comes to delivering ROI-improving digital experiences.
- And a 2020 ContentStack survey found that, even when companies do invest in advanced digital experience platforms and tools, half of them (51%) don’t fully take advantage of their capabilities.
The biggest issues with legacy tech that prevents companies from building scalable digital experiences their audience enjoy (i.e., ones they continually to engage with over time)?:
- Most only offer a partial customer view. Not a complete one.
- Those that do (e.g., master data management systems) aren’t intended to be owned and operated by growth-focused teams. They’re often IT-run solutions.
- And many legacy platforms don’t give tech users the speed, adaptability, flexibility, and utility they need to make the most of their first-party data in real time.
“[A]s companies embrace the need for digital transformation, many are realizing the pain of trying to use legacy technologies … to support a fast-moving, end-to-end customer experience,” BlueConic VP Marketing Michele Szabocsik recently wrote for Forbes.
Only CDPs such as BlueConic give you actionable insights based on the timeliest, most pertinent customer data you need to know what drives their engagement and, in turn, craft compelling digital experiences and products for your audience.
How two BlueConic customers build digital experiences for their audiences
Let’s explore a couple specific digital experience examples. Here’s how two BlueConic customers use our pure-play CDP to better engage their prospects and customers.
WEHCO Media: Dynamic paywall experiment
Subscription revenue remains a priority for media and publishing companies. Regional and national outlets and publications alike are focused on turning readers into subscribers.
WEHCO Media is no different. But the business realized it could implement a smarter engagement strategy to get more sign-ups. A strategy built around our CDP.
Specifically, it recognized the ‘slow-game’ approach to converting subscribers was better:
- The tactical goal: The WEHCO team set up on-site dialogues in BlueConic. This helped them capture visitors’ email addresses (e.g., to access to certain content).
- The strategic goal: Use these email addresses as a way to continue to build reader relationships (e.g., add them to relevant nurtures and gradually boost engagement).
Once WEHCO IDs engaged readers, it uses BlueConic’s predictive modeling and analytics capabilities to orchestrate individualized experiences in all customer lifecycle stages.
This scalable, one-to-one marketing approach leads to superior digital experiences — and a greater likelihood its readers will keep coming back and eventually subscribe.
(Bonus: Learn more about WEHCO Media’s subscription business model here.)
Franklin Sports: Custom batting gloves offer
Dynamic paywalls are an ideal digital experience tactic for media and publishing businesses. But there are many ways retail and ecommerce companies can offer unique experiences too.
Ones that double as digital ‘products,’ even.
Take Franklin Sports. The sporting-goods retailer decided to offer customers the ability to design custom batting gloves (e.g., add a monogram, choose the color scheme, etc.).
After shoppers create and buy their gloves, the Franklin team can then use that purchase data (along with behavioral and engagement data and interests, like team preferences and affiliations) to serve more pertinent product recommendations over time.
The business can also identify those who’ve yet to complete customizing their gloves or did finish and added them to their shopping cart but didn’t complete their purchase.
Franklin Sports can show prompts to these individuals to remind them to complete their glove designs and order. For instance, it can set up on-site dialogues in BlueConic or send individualized emails with custom reminder messaging.
As Franklin Sports Digital Marketing Manager Aaron Seitz told MarTech Today, BlueConic has become a crucial component of his team’s engagement and digital experience efforts:
“[BlueConic’s] role has evolved where we see opportunities. … One way we view email marketing for us is as an extension of our marketing nucleus. It’s helpful to use the CDP as a core,” Seitz said.
(Bonus: Get insights into Franklin Sports’ hyper-personalization program here.)
Creating a digital experience strategy with our pure-play customer data platform
Forrester VP Principal Analyst Nigel Fenwick noted ‘digitally mature’ companies continually evolve and adapt to ensure they provide a mutually beneficial customer experience.
One that not only boosts their bottom line, but also delights their audience.
“They move from thinking ‘How can we use digital to sell more product?,’ to thinking ‘How can we use technology to reimagine the way we help deliver customer value?” said Fenwick.
New, innovative digital experience approaches continue to be implemented by businesses. And the most successful ones are executed with a CDP. That includes BlueConic.
With our pure-play CDP, digital experience and their adjacent growth-focused teams can:
- Build personalized experiences on top of first-party data that competitors who don’t prioritize simply can’t replicate.
- Increase the relevance of customer interactions at scale and streamline their cross-channel, real-time marketing efforts.
- Improve customer loyalty through exceptional CX management.
And BlueConic is the CDP many companies use to guide their growth initiatives.
Including and especially digital customer experience initiatives that differentiate their businesses from competitors and help them unlock new revenue opportunities.
Learn how you can build compelling digital experiences for your audience — and accelerate your digital transformation — with our CDP. Request a BlueConic demo today.