Why you need a CX Platform and why is it essential for success?

How do successful organisations differentiate and succeed online? By continuous innovation, agility and focus on the customer and at the heart of the ability to build, test and launch winning digital experiences is your technology platform. 

Many brands traditionally started with CRM platforms to create digital customer experiences such as Salesforce, Freshworks or similar. Their brand awareness and reputation meant digital project managers started with them and tried to launch from there. The challenge is that CRM is just one element of a digital experience, there are other processes needed such as digital document production, ratings/ CPQ (Configure, Price, Quote), product illustration, underwriting, e-signature and KYC that are required and integrating these with Enterprise-level CRM tools is hugely costly, over-engineered and over-complicated. What’s more, at the end you still need to build your customer interface (digital experience) and integrate that into the backend with the who approach often leading to slow project delivery, spiraling digital budgets or even paralysis of your digitalisation strategy.  

This is why digital experience platforms offers organistions and teams an agile, cost-effective and easier way to build, test and launch new digital experiences across sales, claims, customer support and renewals. These XM experience platforms have massively reduced the time, cost and complexity of launching digital experiences for customers and employees, enabling small and medium sized teams and organisations to accelerate their digital innovation. 

Should I invest in CRM or Experience Management Platform (XMP)?

In short you need the ability to both build, test and run digital experiences and manage your customer data, and a good XMP should enable you to do this for your digitally enabled customer experiences by creating a unified database and CRM tools to support the transaction.  Your ERP/ Business Administration Platform can then receive this data via API and manage your customer lifecycle, such as invoicing, service and product delivery and core operational processes and give you your customer data tools to support customers. This offers you the agility and flexibility to create amazing customer experiences with streamlined workflows and automation to improve productivity, and keep you existing ERP/  Business Administration Platform to run your customer lifecycle and business. 

A further key requirement is that once deployed, your digital sales, claims, renewals or customer support experience will never be perfect and will require measurement and optimisation with a consistent focus on the customer. A god XMP offers dramatic time and cost savings on managing conversion through optimisation which is the only sure way to achieve you maximum potential ROI. 

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If you think an agile and powerful XMP might be suitable for your insurance, financial service or public service organisation then ApplyOn might be an ideal solution for you. Connect with us today and see how ApplyOn could accelerate your digital experience delivery and supercharge your innovation.

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