Digital Experience Management (DXM) Software

Digital Experience Management (DXM) is a combination of strategies and processes designed to manage and optimize all the interactions customers experience as they navigate and use an organization’s various digital platforms and communication channels. DXM oversees the entire digital customer journey across a company’s websites, social media channels, mobile apps, chat systems, and all other digital channels and assets.

The goal of DXM is to streamline all the customer-facing and backend processes to ensure a consistent customer experience, improve audience-specific content, and remove friction or obstacles from the customer journey, for improving sales and customer satisfaction.

DXM is an integral component of CX software that helps companies manage digital customer journeys alongside other elements of customer experience. DXM is also often integrated with contact center solutions to optimize support processes and create a holistic view of digital customer interactions across all the touchpoints a customer has with a company.

Key Capabilities of DXM Platforms

• Customer Journey Mapping: A DXM platform typically provides customer journey mapping tools to help organizations create outlines and visual step-by-step representations of end-to-end customer interactions with a product funnel, service, or digital channel. Customer journey maps help pinpoint customer behaviors and highlight needs, opportunities, or issues that exist in the digital customer journey. Customer journey mapping also helps companies hone customer persona elements and personalize the customer experience for their target audience.
• Conversation Analytics: DXM platforms offer AI-powered conversation analytics to analyze natural language customer interactions in chat, email, social, or voice channels, provide insights into customer intent, and make data-driven predictions about future customer trends and behavior.
• Feedback Management: DXM platforms facilitate feedback management by collecting and analyzing customer feedback on products or services. Organizations use this data to solve product issues, identify key customers, customize services, and improve the overall customer experience to drive revenue.
• Intelligent Automation and Self-Service: DXM platforms have intelligent automation tools to streamline workflows within the organization, as well as deliver swift resolutions to common customer inquiries. With self-service tools such as intelligent chatbots offering highly contextualized responses to inquiries, customers need not wait until they can connect to a human agent, unless it is for more complex matters.
• Agent Coaching and Quality Management: DXM platforms gather and analyze important customer interaction data, including sentiment, intent, and behavior. This data is valuable for real-time agent coaching in contact centers and helps ensure quality in customer service interactions across a company’s support channels and teams.  
• Centralized Content Management: DXM platforms provide a centralized content management system that companies can use to create personalized content and distribute it across their various digital channels, within a single platform.