Choose the most suitable solution

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Make sure content is flexible
Many users nowadays have a smartphone and use social media. It is therefore unwise to limit content to a standard website that is only suitable for desktops. Content must be flexible and therefore optimized with responsive or native design. Content can adapt in this way so that it is always displayed correctly.


In my opinion, you don't always need a custom software package. If you are considering purchasing a CXP, keep the above points in mind. There are a large number of suppliers of customer experience platforms. Some examples of commonly used platforms are: Sitecore , Adobe , SDL and EpiServer .

Flexibility is the key word here. A CXP with an open architecture ensures that native functionality can be combined with, for example, e-mail marketing software. In this way, the CXP can track where the user clicks on the website. The CXP then sends the user's interests to the e-mail marketing system. This allows you to send personal e-mails with subjects that will appeal to the potential customer.

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Source: Forrester Research, Inc., Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 '13.

No platform works miracles
There is no single platform that can perform miracles. You russia phone data need to make a well-considered choice when it comes to a Customer Experience Platform. Implementing a CXP takes time, because you will have to pay a lot of attention to understanding customers and their customer journeys. For a CXP to be successful, you need to know which content to offer to which customer via which channel. The focus of a CXP should be on delivering a unique experience. This takes time, but it is necessary to be able to continue to differentiate yourself from the competition.
Direct sales from manufacturers to consumers have been going on offline for a while. A well-known example is the Apple Store. The extreme care with which Apple 'exhibits' its iPads and iPhones to the consumer is in stark contrast to, for example, MediaMarkt, where Apple products are in large grab bins at the checkout. The control that Apple wants to have over the way in which the products are sold may seem a bit excessive, but it creates and strengthens a unique brand involvement with the consumer.