Salesforce as a “Digital Experience Platform” (DXP)
Updated: Jun 30, 2020
Come again? I hear you say… a what?
I’ve only just got used to Salesforce as my CRM as a great tool for my salespeople – and now it’s become something else?
Well, the thing is, lots of businesses are gradually seeing the benefits of connecting sales, marketing and service onto one system. So, Salesforce is joining other software solutions out there and describing how it can be used as a “Digital Experience Platform”.
What is a DXP?
If you search Google, this is what it comes back with:
Digital Experience Platform (DXP) is an emerging category of enterprise software seeking to meet the needs of companies undergoing a digital transformation, with the ultimate goal of providing better customer experiences. DXPs can be a single product, but are often a suite of products that work together.
So, for any human beings reading this, let’s try and unpack that a bit. Because what we all know with any type of business change is that you always need to focus on the people – not the technology!
The more the algorithms and data can push the correct information in my direction, the easier it is for me to find relevant stuff and make informed decisions.
Part of this kind of transformation is the ability to deliver a more engaging experience across every communication platform. So, when I ring a call centre, it’s great if the agent I speak to has a real handle on who I am and can help me sort out with whatever my issue is, as quickly as possible.
By combining the telephony system, CRM, data (and a certain level of AI), the person I speak to can actually establish a human connection. Not just by reading off a script – but with my whole story in front of them!
Whether it’s on your website, mobile App or service portal, this is about the ability to have one focussed message in all of your customer communications – and a lot of it can be done automatically.
DXP solutions out there have evolved into two separate camps:
Companies that offer a versatile centralized platform
And companies that have developed a core DXP experience that then requires additional tools and components.
DXP and Salesforce
At the heart of Salesforce’s solution is Community Cloud, which delivers the core CRM data seamlessly to help build those deeper relationships and increase brand loyalty. This data helps with consistency, so you’re always delivering that relevant personalisation and messaging.
That’s one of the reasons Salesforce was named a leader in both the Forrester Wave for “Digital Experience Platforms 2019” and in the Gartner Magic Quadrant.*
The amazing UX possible using native Salesforce data, when combined with streamlined business processes delivers the 360 degree, omni-channel world – that connected customers expect nowadays.
With every one of their three software releases through the year (Winter, Spring, Summer) Salesforce move things closer and closer to a full DXP experience by combining:
Salesforce and partners like us are helping companies create beautiful, visual content – transforming customer interactions into the best possible digital experiences. Remember, “It’s all about me (the customer)– not you (the business)!”
If you’d like to find out more about beautiful Salesforce user experiences, please get in touch! We’d love to hear from you.
* Gartner predicts that “through 2021, 85% of effort and cost in a DXP program will be spent on integrations with internal and external systems, including the DXP’s own, built-in capabilities. By 2021, 90% of global organizations will rely on system integrators (SIs), agencies and channel partners to design, build and implement their digital experience strategies.