Digital experience management (DXM) is understanding how people interact with your brand online. The need to create an emotional connect with your user on a digital platform, letting them provide their feedback and working on that is imperative in formulating the perfect customer experience. DXM equips you to align all your communication channels towards a common business objective, manage your content and keep your digital user active and in a row.
DXM takes on a whole new significance when it comes to GovTech. A government’s digital initiatives earlier viewed as simplistic projects to develop websites and mobile apps has also transformed. Now, governments across the globe are realizing that their citizens expect them to be digitally updated and deliver high quality experiences on par with private enterprises. In fact, not only should the much visible government-to-citizen (G2C) services need to be revamped, the ancillary digital interfaces such as government-to-business (G2B), government-to-employee (G2E) and government-to-government (G2G) should get their due focus. And that requires an architecture based on interoperability and a strong foundation that supports the interaction of various digital media.
Further, government content management requirements can be quite complex and diverse. Much thought must go into the content management strategy and enabling technology. To improve the content-consumer (i.e., citizen) experience, the tools also need to have good search functionality and support a scalable information architecture. A common frustration is the display of outdated content (e.g., older versions of documents) in search results. Old content co-exists with newer content because of content retention requirements. This can be corrected with the use of soft delete, automated content expiry and intelligent archival tools.
When today’s marketplaces are so cluttered and an average person is bombarded with an extreme amount of advertising on a daily basis, making space for oneself becomes rather difficult. Hence many have opted to differentiate themselves via Customer Experience. You may have the best products and the best prices, it is this consumer experience that is increasingly becoming the deciding factor in whether or not a customer buys from you or a competitor. In short, Consumer Experience is what makes your value proposition attractive.
Your company may be engaging with customers in numerous ways. Would you be able to keep track of who you’ve reached and when? Do you make a spreadsheet that lists out their names, addresses, phone numbers and their level of interest in your product? Is it really a scalable process? This is why turning to CSM’s Digital Experience Management platform can help.
Getting DXM right is often the difference between the success and failure of on organization or Gov Tech initiatives. We, at CSM can manage it all.
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