Choosing digital customer experience solutions isn’t easy for application development and delivery (AD&D) pros, or for their counterparts in the business. Tech pros used to respond to digital business needs by acquiring, say, a web content management or eCommerce system. They may have integrated other software tools to deliver extended capabilities. And it was good.
Fast forward to 2013, and the range of tools to support robust multichannel digital experience is wide and deep. Many different vendors are responding. A new Forrester report cites a number of their offerings as examples of emerging digital customer experience delivery platforms.
In our research, we discover some vendors provide more capabilities; some have fewer. Some build or buy most of their capabilities; others focus on integrating best of breed tools. All represent a range of companies attacking this market by answering a multitude of needs by IT and business customers all seeking to better address their customers through digital channels.
For this report, we identified four market segments plus representative vendors, including:
Web content management-centric platform vendors, such as Acquia, Adobe, Bridgeline Digital, Ektron, HP Autonomy, OpenText, SDL, Sitecore.
eCommerce-centric platforms, which expand upon their transactional foundations, such as Demandware, Digital River, and hybris (an SAP company).
If you’re involved in delivering and executing great digital customer experiences, you’ll want to access Forrester’s new TechRadar report that digs into the diverse, rapidly evolving technology ecosystem that supports this strategic business imperative.
We define 14 technologies (and cite representative vendors) including web content management, eCommerce, email marketing, web analytics and testing — all capabilities we believe are necessary to support “on-site” customer experiences, or the digital channels that businesses and brands control.
This is an important market not just because vendors that serve it are making lots of noise. It’s relevant because enterprises have discovered that great digital customer experiences matter to their customers and to their enterprise success, competitiveness and viability. It’s about technology plus a whole lot more. From the report:
Delivering great multichannel digital experiences isn't as easy as plugging in new software and calling it a day. Digital customer experience success comes from combining many elements: a big-picture vision, short- and long-term strategic planning, shifts in roles and responsibilities, and intelligent technology adoption and delivery.
The shift to digital at organizations is not happening — it cannot happen — at an incremental pace. Too much is riding on it. This is a transformative change, and to date too many organizations that have paid only lip service to supporting the customer across all digital channels have felt the sting of competition beating them to the punch. We don’t call it “digital disruption” for nothing.