What Is Digital Experience Management? + 3 Reasons Why It Matters

Any organization’s sales pipeline is impacted by a wide range of factors, not the least of which is user experience. Successfully moving potential clients through to the purchasing stage relies on providing a seamless process that makes interacting with your brand simple and easy.

The good news is that there’s an approach designed to deliver such results: digital experience management (DXM). Let’s take a look at what DXM is, why it matters, and how you can pick the best digital experience management software available to meet your goals.

What is digital experience management?

Digital experience management is the process of creating online interactions that are streamlined across the frontend as well as the backend. This includes providing elements such as:

• A consistent customer experience across platforms
• Optimized content that caters to specific audiences
• Data management and collection that can be implemented on all channels

This gives users a more pleasant, optimized path down the sales funnel without needless obstacles or distractions. With the right digital experience management software supporting these efforts, it can also be easier for your teams to provide it.

3 reasons why digital experience management matters

Implementing DXM is all about providing the best possible relationship between your users and your organization. Here are three reasons to invest in the process.

1. It makes the most of your content

Content is an essential part of modern marketing: it helps users find your company by boosting SEO, establishes you as a reliable resource of expertise, and invites users to interact with your brand. However, it can only live up to those expectations if you create opportunities for it to succeed. That’s where digital experience management comes in.

It helps your team collect data on what audiences are seeking out your brand. Knowing who’s most likely to make a purchase enables you to create content that’s uniquely designed to draw them in. This also cuts down on time and resources spent on less effective efforts. The result is a relevant journey for frontend users and an efficient one for those on the backend.

Digital experience management software also helps you provide all of this content in an easy-to-access omnichannel fashion. Users won’t have to hunt through individual platforms to find different pieces of content. Instead, they can find what they’re looking for regardless of what channel they choose.

2. Digital experience management helps you compete

As technology and marketing efforts have improved in recent years, so have user expectations. The bare minimum just isn’t cutting it anymore! And with so many services available to customers today, they don’t have to settle for a subpar experience.

Users want tailored content, fast loading times, and professional consistency across each channel. The longer they spend using your services, the more true this becomes. If you can’t provide these benefits, you’re guaranteed to lose prospects to competitors who can. In this way, digital experience management software is key to fostering an overall positive relationship with your brand – which can be the difference between choosing your brand and someone else’s.

3. It helps you make the most of your user data to cover every stage of the sales funnel

Accurate user information is essential to marketing. You need to know who you’re trying to reach, what strategies they best respond to, and how to close the deal effectively. All of this relies on the backend of digital experience management – that is, how your team collects and leverages that data.

Good digital experience management software lets you collect data from anywhere and consolidate it into one central database. From there, you can apply it across all platforms and channels without worrying about silos. This helps you provide the same high-quality content to users that’s based on their unique customer profile and where they happen to be in the sales funnel. That way, you’re capitalizing on every opportunity from start to finish.

How to pick a digital experience management software

Given how important DXM is, there’s no shortage of companies offering digital experience management software. However, all these programs are far from equal. Keeping an eye out for certain traits can help you narrow down your options and find the program that’s best for you.

For example, it should be easy for your backend team to operate. Databases containing essential customer data can grow to enormous size – especially if you’re operating on an enterprise level. Choose software that provides organizational tools that can keep all of that essential information in order and ready to use. This may look like a single universal dashboard and a dedicated asset manager.

Digital experience management software should also be ready to scale. Poor scaling capabilities can lead to problems for the user experience, such as:

• Long downtimes during upgrades
• Limited number of frontends to expand to
• Not enough storage for growing content libraries

Look for a program that makes upgrading resources easy and doesn’t limit how many frontends you can expand to.

Finally, try to find a program that is future-proof. Technology changes fast. If you’re working with a traditional CMS, for example, you might find that adding or replacing software that can improve the user experience is extremely difficult. Reduce downtime, resource usage, and frustration by selecting a digital experience manager that aligns with MACH principles.

Key takeaways

Succeeding in today’s markets requires seamless, targeted interactions that only digital experience management can provide. By keeping the importance of this strategy and its software in mind, you can ensure that every user gets a unique experience to remember.