Tag: fog data

Digital Experience Platform Trends in 2018

Posted by on January 02, 2018


The digital experience has changed a lot throughout 2017 and it’s going to continue growing and expanding in 2018. Here are just a few of the trends that companies can expect — and that they should consider following.

The Digital Experience Will Become More Important

Digital Experience Platforms (DXP) are no longer optional, especially for large companies and companies with broad demographic reach. Once only seen in the largest of corporations, digital experience platforms are now filtering down to small-to-midsized businesses that need to remain competitive within their market spaces.

Throughout the last few years, user experience and customer journeys have become key. But many companies have not yet moved over to a unified digital experience. Digital experience platforms are going to become more popular and more important, as businesses work towards developing their strategies and making use of the large volumes of data they have collected.

An Increased Focus on Micro-Interactions

Micro-interactions make it easier to track buyers across their journey. By incentivizing customer progress and breaking up the journey into a multitude of small steps, an organization can better control the path that a customer travels. Smaller, incentivized steps make customers more likely to continue on the journey, in addition to making it easier to determine when customers lose interest and fail to convert.

Just a few years ago, scrolling “one page” displays became a popular method of delivering content media, as companies found that customers were compelled to continue their journey as long as new content was readily accessible. Similarly, micro-interactions feed a customer constant feedback regarding their interactions, thereby promoting continued interaction and avoiding situations in which the customer might have to wait.

Omni-Channel Consolidation

In order to optimize their processes, businesses need to consolidate their data. Companies can no longer track the multitude of different platforms and services their customers may use to interact with them. Consequently, omni-channel consolidation is going to become more popular, with as-a-service consolidation tools paving the path.

Subscription-based, cloud-based channel consolidation tools make it easier for organizations to manage all of their interactions with their customers, rather than seeing their interactions on a granular, per-platform basis. This gives a fuller picture of customer behavior, which leads to sharper, more accurate analytic data.

Agile Product and Service Development

Companies are going to need to pivot faster in 2018. In order to adjust their customer experience, they’ll also need to adjust their products and services in a rapid-fire way. Rather than a traditional, iterative production work-cycle, companies are going to find themselves balancing a lot of moving parts, constantly testing, improving, and optimizing their solutions.

This will create further need for advanced project management and data management suites, as companies are going to have to track not only the changes that they make to their environment and services, but also the results of these changes. Companies are going to have to become ready and willing to immediately respond to customer needs, creating not only responsive platforms but responsive cultures.

“Fog” Computing Will Give Rise to “Fog” Data

On the periphery of every network today are now Internet of Things devices. Not only are smartphones and tablets connected to networks, but so are televisions, coffee pots, and thermostats. These Internet of Things devices are going to broaden and expand in 2018, including wearable devices and augmented reality devices.

“Fog” computing is the term given to computing on these IoT devices, but these IoT devices will lead to something more interesting: fog data. Customers will be able to interface with a number of companies on their smart devices, and these companies will be able to transition the customer experience not only to the fog, but also the cloud.

Smart watches and augmented reality glasses will both represent opportunities for companies to continue to engage their customers, ushering in a new era of responsive devices. And just as companies today can take advantage of special phone features (such as native alerts), these IoT devices will come with additional functionality.

Overall, it’s all going to be about the data. Getting more data, processing it, and consolidating it — all to create a better user experience from start to finish.