Customer Experience, Marketing Technology

What Should You Look for in a Customer Experience Platform?

As the race to deliver a great customer experience (CX) heats up, companies are paying more attention to technology. Here’s how to choose the right options for your needs.

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Today’s brands are looking for an edge in delivering a fantastic CX. As brand interactions increasingly move into digital realms, CX technology is coming to the forefront in helping companies deliver exactly what customers want. Yet with a plethora of technology options on the market and endless features to tap into, identifying and prioritizing which solutions will best meet your needs—while also staying within your budget and technical capabilities—can be a challenge. If you’re thinking of investing in a CX platform or delivery system, here are some factors to keep in mind when choosing the option that’s right for you.

Level of communication: When you think of the digital CX, it’s important to remember that this happens across a range of different channels. Brands have to manage websites, social media profiles, publishing platforms, online customer service, and more. Look for a CX solution that helps you integrate the CX across channels. When you offer a consistent CX, you are more likely to attract, retain, and delight your customers.

Data capture and integration: A winning CX is a personalized CX—and the ability to deliver that starts with data. CX platforms help brands improve their service delivery by gathering, aggregating, and implementing personalization based on the data they collect. Look for systems that can be customized to support your internal data collection strategy. The more integrated your data collection and management capabilities are, the more likely it is that you can leverage them across your digital platforms.

Reporting and insights: Another facet of the CX platform to consider is how it delivers reporting and insights. The best systems will help you build on the data you collect by creating options such as audience profiles, providing database suggestions for improving customer interactions, and more. Take the time to explore what kind of technical support you need, and make sure that any solution you are considering maps to your long-term strategic objectives.

Even the most sophisticated CX can be improved with the right technology. Take the time to develop a road map of what you’re looking for, and then evaluate whether specific providers can offer that—both now and as your business grows.