Demands of a cross-channel world

This blog post originally appeared on destinationCRM

Enterprise technology buyers are moving rapidly to adopt strategies and software to support digital experience (DX) initiatives. And with good reason: Forrester research shows that one of the last remaining areas for differentiation is the ability to provide compelling, engaging user experiences through digital channels. Your customers demand it, and your competition is probably already there (or well on their way).

The road to get there is replete with challenges covering the gamut of people, processes,  and technology. For technology buyers seeking to adopt DX tools and technologies, it’s a vast but immature market.

Application development and delivery pros, often on the front lines, face a proliferation of legacy and new technology to manage, engage, and measure customer experiences through digital channels—we’re talking Web sites, mobile channels, and many other digital touchpoints.

Here’s a truism: These professionals frequently encounter systems that don’t live up to their promises. They may be too old or inflexible to support rapidly changing requirements. Tech vendors add to the confusion. Some deliver all-encompassing DX suites, which have varying degrees of successful integration. Others provide pointed solutions that may deliver one part of the DX equation well, but rely on integration with third-party systems to provide a full solution.

The challenge for DX professionals is to determine how best to assess, choose, integrate, and apply the right software solutions to meet strategic DX imperatives. Easier said than done, right?

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