Companies risk losing their customers if they can’t solve their internal challenges and quickly respond to customers’ changing digital experience needs. One of the biggest of these challenges is working internally as a cohesive team which stems from the lack of a single and centralized digital experience platform (DXP). The primary units to use such a system is marketing and IT. The challenge of closing this divide between marketing and IT has five major factors;
Lack of Empowerment and Productivity, No ‘Bridge’ or Liaison Role Between Departments, Hard to Find and Retrieve Required Content, Using More than One Platform, and Partners Have No Access to the Platform. Using a centralized DXP system can address all of these challenges and enable a consistent, personalized experience for their customers.
Key Takeaways:
- Marketing and IT are the primary departments in digital experience. Developers and marketers have a very weak working relationship.
- IT might not be able to address certain requests as soon as marketing can, because of their limited resources and other projects.
- If you have multiple things like web apps and mobile apps, a single DXP can save money and time.
“One of the frustrations often voiced by marketing is that they don’t feel empowered to be able to shoulder a lot of the responsibility for delivering and refining digital experiences.”
