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Digital Experience Examples that Feel Like They're From the Future

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Jan 11, 2022 | Brent Heslop

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When it comes to the digital experience, it can be easy to lose sight of the forest when you’re focused on the trees.

To help you see the bigger picture, we put together a few cutting-edge digital experience examples as well as some advice on how you can create them in your own organization.

What Digital Customer Experience Means and Why it Matters

The digital customer experience encompasses the interactions consumers have with your brand on digital channels and devices throughout the customer journey.

Effective digital experiences provide customers with relevant recommendations and convenient access to your products or services, support staff, and any brand information they may need.

Organizations that use modern channels and devices to create digital experiences are able to access and use consumer data to create personalized, omnichannel interactions. According to MuleSoft’s ​​2021 Connectivity Benchmark Report, businesses that invest in creating personalized digital experiences that flow seamlessly across channels enjoy higher customer engagement, better ROI, and improved business innovation and transformation.

See it in Action: 4 Digital Experience Examples

Fewer than 20% of businesses report having built a seamless digital experience. If you’re looking for ways to make your digital experience more cohesive and ready for whatever customer experience trends the future holds, here are a few examples to inspire you.

1. Casper: A New Take on the Chatbot

Many modern companies use artificial intelligence (AI) to support personalized, omnichannel digital experiences. But the direct-to-consumer (DTC) mattress brand Casper is using AI in a simple yet effective way to digitally connect with consumers.

Casper created a chatbot named Insomnobot3000. People can text the chatbot, for free, between 11 p.m. and 5 a.m. Casper’s goal with Insomnobot3000 was “ … to make a bot that made 3 a.m. a little less lonely," according to Casper’s former Head of Communications Lindsay Kaplan.

The chatbot represents a new, creative channel where consumers can connect with the organization. It’s also possible the chatbot will be able to gather data that will be useful in creating personalized marketing and messaging.

Man on Couch Chatting
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2. JetBlue: A True Omnichannel Digital Experience

JetBlue’s “A Better Wingman” campaign involved what most participants thought was simply an interactive digital billboard on a New York City street. However, it also hid a real, in-person flight attendant behind the scenes who was able to immediately respond to consumer questions and feedback — and hand out free flights and other gifts from the airline.

This experience received several awards and generated brand recognition for JetBlue with more than 15 million earned media impressions.

3. Miami HEAT: Personalization Powers the In-Person Experience

The Miami HEAT took winning to the next level when they decided to upgrade their digital experience with a switch to a headless platform (more about that here) for their mobile application.

Even before COVID-19, teams were struggling against TV and digital media to bring fans to in-person events, which are a critical revenue stream for both teams and arenas.

The HEAT needed a personalized experience that helped immerse fans in the game day scene. Considering mobile-device penetration was then near 100% for in-person sporting event attendees, a mobile app improvement was a clear choice.

The HEAT’s tech team integrated tools that delivered an innovative mobile experience. At the same time, their marketing pros were finally able to gather the data they needed to create the highly personalized content that powered these experiences.

One example of the success of The HEAT’s new platform and app was a personalized marketing campaign: “We launched a targeted messaging campaign that informed our season ticket members about an exclusive retail offer once they scanned into the arena,” said the HEAT’s Executive Vice President of Business Strategy Matthew Jafarian. “That resulted in an almost 100% influenced app open rate and a spike in sales for our [retail] group.”

4. Apple: A Personalizable Self-Service Experience

Self-service may seem like the opposite of providing a thoughtful consumer experience. However, when done right, self-service can be another helpful channel through which consumers interact with your brand. Apple is an example of a company that provides a pleasing self-service experience that users can personalize.

The main Apple Support website page showcases their self-help portal – a value-adding channel and a key element of their omnichannel, digital experience. Not only is it helpful for consumers, but this portal is also a helpful channel for the Apple team, who can save time and resources by weeding out issues that might not need their personalized attention.

Apple support page screenshot
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How to Become a Powerful Digital Experience Example

In our own a recent survey of tech, marketing, and business leaders, we uncovered that more than half of the digital experience capabilities built by businesses never actually get used!

The biggest roadblock to digital experience execution? The cost of implementation. In addition, the majority of respondents also believed their current digital-experience investments would become obsolete in just a few years due to a lack of integration across technologies.

Why digital experience is under-utilized infographic
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Building modern digital experiences upon a monolithic, legacy software platform is difficult. To avoid the endless and sticky tangle of add-ons, organizations should build their digital experiences upon a modular, modern software platform that can shift as easily as experience trends do. You need a MACH system.

“MACH” is an acronym for software that is made of multiple microservices (M), connected using APIs (A), hosted in and delivered via the cloud (C), and built using headless (H) architecture that separates back-end logic from front-end presentation layers. MACH makes integration simple and implementation much more affordable.

Integration is simpler within a MACH platform because each piece of functionality is a self-contained microservice. The whole system works together via API (application programming interface). This structure eliminates the need for expensive re-platforming projects, but that’s just one way in which implementing MACH is more affordable than going monolithic. MACH platforms are hosted by their vendors and delivered via the cloud, so they pay for maintenance and hosting, not you. Payment for MACH solutions is often subscription-based, so you can pay for your platform in small installments instead of laying out the full amount upfront for a piece of technology that may become outdated in just a few years.

MACH architecture empowers microservices
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Organizations that work with APIs create 27% of their revenue from those APIs and all the related implementations they bring to life. When you build your digital experiences on API-connected MACH solutions, you’ll be prepared to simply shift, affordably scale and become a powerful digital experience example.

To learn more about the ROI of the digital experience, you can read our free ebook Going Beyond ROI with Return on Experience. To learn more about the MACH concept, start with Leaning Away from Legacy Tools: Modernize Your Tech Stack with MACH then read 6 Ways to Identify Modern Enterprise Software to make sure you’re picking the best tech for creating modern digital experiences. And finally, if you want to see some MACH software in action for free, we invite you to sign up for a personalized demo of Contentstack today.

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Agile CMS: The Best of Headless

If you're a marketer or developer who's been searching for the best of both worlds, then look no further: An agile CMS is the perfect solution for you. An agile CMS gives you all the power of a traditional CMS while also offering the benefits of a headless setup. Whether you need to manage a large website or simply want more flexibility and control over your content, an agile CMS is the perfect choice.  What is a Headless Agile CMS?A headless agile content management system (CMS) is a decoupled CMS that delivers content through APIs instead of rendering it on the server side. This API-first approach makes headless architecture ideal for agile brands that need to deliver personalized experiences across different consumer touchpoints.The agile CMS is well suited for digital experiences that are built using modern front-end frameworks such as React, Angular and Vue.js. 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Headless is a core principle of MACH, which is making major waves with its revolutionary approach on a microservices-based, API-first, cloud-native and headless architecture. As a result, agile CMSes offer several benefits over traditional CMSes.User-centered content hubBuilt-in planning and real-time collaboration toolsEase of use for marketers and developers alikeTime savings on projects Content delivery flexibilityIntegration to existing development stack via APIWhat Industries Are Best Suited to Agile?In the world of software development, agile methodology has become widely adopted as the preferred approach for designing and building new applications. Agile CMS is a relatively new approach that combines the benefits of agile methodology with the flexibility of a headless content management system. This makes headless agile CMS well-suited for industries where speed and flexibility are essential, such as media and publishing, e-commerce and marketing. With a headless agile CMS, developers can quickly and easily make changes to the front end of an application without affecting the back end, and vice versa. This allows for a more agile development process that can respond quickly to changing needs and requirements. In addition, headless agile CMS provides greater flexibility for hosting and deploying applications. This makes it an attractive option for companies that want to avoid the hassle and expense of maintaining their own infrastructure. Headless Agile CMS Case StudiesCovea InsuranceCovéa Insurance offers commercial and personal insurance products to customers across the UK. They needed a CMS to consolidate multiple CMSes, integrate with their chatbot, and support the launch of their insurance-as-a-service platform.What did they achieve?Enabled developers to release code within one sprintReduced call center costs through chatbot integration with IBM WatsonOffered a customizable white-label solution platform for individual clientsShaw Academy Online EducationShaw Academy experienced a massive influx of new learners, educators, and course materials due to COVID and desperately needed to upgrade their traditional CMS from the homegrown solution they were using.What did they achieve?50% faster course publishing time; releasing 90 courses in 9 months5 new languages launchedAbility to release content 2x per weekHealth KarmaA fast-growing startup that was mired in the ticket-based content publishing quagmire of legacy CMSes. They needed a content solution that would empower their teams to scale up personalization, allow marketers and developers to work together efficiently, and lay the foundation for sustainable future growth.What did they achieve?Reusable templates that let marketers directly publish contentEasy to create and test variations for personalizationModular infrastructure that strengthens data securityAre There Any Downsides to Using an Agile CMS?An agile CMS is a viable option for developers who are looking for a content management system that will allow them to move quickly and efficiently. It is also a good choice for developers who want to take advantage of the latest technology trends. However, there are some potential downsides to using an agile CMS: Not as widely adopted as other content management systems No built-in user interfaceMore expensive up front than traditional CMSes (but more flexible and future-proof)How Do You Get Started With an Agile CMS?We have a simple-to-integrate and agile CMS that can help bridge the growing divide between traditional and modern marketing management. Watch our agile CMS demonstration. Find out more about agile marketing from And learn the ins and outs of an agile CMS for enterprise businesses by reading See how easy and creative composable commerce can be, at enterprise scale. Using agile headless technology, watch Contentstack build a shop in real time during this webinar series "The ABCs of Composable Commerce."

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Jun 01, 2022

What Is a Content Experience Platform?

As more companies pursue the best approach to create better digital experiences, content experience platforms are on the rise. Today’s consumer expects the research and purchasing journey to be seamless between devices, channels and content. They expect to be recognized and have their loyalty rewarded. Using artificial intelligence, content experience platforms (CXPs) deliver an omnichannel experience, taking customers to next-level interaction. A CXP focuses on the individual user, tracking the unique journey through web, mobile and other forms of customer experience. So now we have a new acronym to add to the multiple-choice as listed by CMSWire: WCM, WEM, CMS, DXP, agile CMS and CSPs. CXP replaces older approaches such as traditional CMS and connects audience interaction across devices and rich content. Businesses can’t afford to stand still. They need a CXP that rises to the challenge and recognizes that no two customers are the same. What is a Content Experience Platform?The CXP is the latest in content management technology: a CMS, but taken to the next level. A content experience platform has speed at its heart and allows companies to create personalized experiences that are designed to retain and engage customers — across multiple channels. In its listing of Top 20 Most Compelling Examples of Personalization Forbes cites Grammarly in the number one position: Grammarly, an app that helps catch grammar mistakes and improve writing, sends weekly reports to users on how their writing has improved. The reports include how many words the user wrote that week, how many mistakes they made and mistakes they made frequently. The report also highlights potential areas for improvement, which helps customers better use the product and improve their communication. A CXP is a centralized tool that organizes assets based on tagging, segmenting, categorizing, individuals, audiences or use cases. When content is organized effectively, personalization can provide custom experiences for audiences. Content can be created and distributed with the aim of capturing leads and driving users to a defined call to action. What Types of Content Can Be Managed With a CXP?VideoAudioImagesArticlesE-books & white papersInfographicsNews feedsInteractive content (e.g., quizzes, surveys, polls, calculators)ChatbotsE-commerce product recommendationsWebsites or blogsHow Is a CXP Different From a CMS? To answer this question we need to take a look at the various types of content management systems that exist today. First, we have the traditional CMS, a low-barrier solution for simple websites. These monoliths deliver editorial content, reporting, customer data, security and administration. The basic CMS provides the software that is the foundation for digital identity, strategy and engagement. However, setting up a traditional in-house CMS, such as Adobe Experience Manager, OpenText TeamSite, Drupal or SDL Tridion, is time-consuming and costly, and these systems can limit creativity by being restrictive and slow. Headless CMS is a different approach using microservices — single-service applications — that you can add, remove or rearrange in a composable ecosystem. This frees you to choose best-of-breed applications that suit your business instead of being limited to solutions prepackaged by a vendor. The headless CMS uses application programming interfaces (APIs) to distribute content to anywhere and everywhere you need it, such as your website, mobile app, email marketing or customer relationship management system. Headless CMSes are easy to use for both IT and business users and streamline content operations to enforce consistency while remaining agile — hence the coining of the term agile CMS or agile headless CMS. This allows companies to connect with customers at scale and respond quickly to market opportunities. The latest technology in the evolution of content management systems is the content experience platform (CXP), not to be confused with a digital experience platform (DXP) — which, according to Gartner, is “an integrated set of core technologies that support the composition, management, delivery and optimization of contextualized digital experiences.” Aragon Research defines the content experience platform as the “next-generation offering to address the age-old enterprise need to create and deliver dynamic experiences to users on any device” — including content experiences — in a multichannel world.” The key difference with other CMSes lies in the “content experience,” and this is where it widens the scope and introduces new possibilities. A CXP must by nature be omnichannel and must be quick, flexible and able to adapt to new channels quickly. It must sync with touchless, voice-driven and extended reality experiences. It must be possible to integrate it with any tools and technologies to empower analytics, personalization and localization. And it must be easy to use for both content creators and end users so the process of creating content is seamless right from the first idea, through testing and on to publishing. In summary, it offers much more to make composable much easier. What Can a CXP Do? With any kind of technological development it pays to be at the forefront — always surprising the customer and inviting them to engage, convert and remain loyal. Getting ahead of the competition is vital and with a CXP the world is limitless. Anything can be built, published, delivered and distributed. Based on the principles of MACH (Microservices-based, API-first, Cloud-native SaaS, Headless), the CXP is a diverse and ever-changing ecosystem that allows innovation and integration. Creativity can flourish without limits. Take the example of Gatorade: Gatorade Tracks Users’ Sweat Gatorade’s Gx platform tests and analyzes how high-level athletes sweat to deliver personalized sports fuel recommendations. Users apply the Gx Sweat Patch before a workout, then scan it afterward to get their unique sweat profile, including how much fluid and sodium was lost and how quickly compared to other athletes. That information creates personalized recommendations for sports refueling to reach their optimal performance and nutrition. A CXP enables you to:Self publish within minutesBuild personalized experiences fastIntegrate with third-party content platforms, such as RSS, YouTube and morePersonalize content into campaign destinationsDeliver real-time, dynamic personalization Leverage the power of AI to predict content recommendationsDrive and capture leads seamlesslyIntegrate with marketing automation platforms such as Eloqua, Marketo, Pardot and HubspotConnect customer behavior with content performanceGet insights that show what content drives the most salesHow to Choose a CXP Now we know a CXP is vital to the success of creating content and retaining customer engagement and loyalty — but how to go about choosing the right one? The important elements to consider are: Integration with legacy software: Does the CXP integrate well with all the marketing, sales or design software your business is using? And can it push content out to your social media channels? Scalability: How much content does your business produce and can the CXP meet the needs of your content creators, marketing and sales departments? Customer support: Does the CXP have a good rating on review websites such as Trust Radius and G2? Is there good collaborative support during integration and continued support for your admins? (i.e., solution-focused vs. vendor finger-pointing) Cost comparison: Does the CXP charge on a monthly or yearly basis, and are the number of licenses restricted? Costs can vary enormously so it is worth researching and comparing vendors.Take the Next Step Today Ready to level up your omnichannel marketing? Schedule a free, two-week trial of Contentstack platform and see why top brands are choosing our content experience platform.

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