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A digital customer experience delivery platform (DCED platform) is software that is used to create and manage structured content. The goal of a DCED platform is to support omnichannel marketing efforts and provide marketers with the ability to view marketing, sales and service metrics from a single pane of glass.
Marketers use DCED platforms to manage relationships with customers across disparate communication channels, including email, chat, social media, the phone and interaction with a company's website or sales representatives. This class of software helps provide marketers with a holistic view of individual customers by using application program interfaces (APIs) to aggregate information that the customer has already provided. DCED software typically combines traditional Web content management (WCM) functionality with more advanced customer experience management (CEM) capabilities to facilitate tracking brand awareness, competitive trends and campaign performance.
Digital customer experience delivery platforms are an outgrowth of traditional e-commerce software and Web content management systems. The difference is that DCED platforms include additional functionality such as Web analytics and content personalization and digital asset management. Some platforms also facilitate marketing automation and Web page A/B testing.
Key features of a DCED platform provide marketers with the ability to:
- Enter content once and reuse it for different purposes.
- Access customer data from multiple touchpoints.
- Analyze customer data from multiple touchpoints in real-time.
- Receive real-time alerts about changes in customer behavior.
- Identify and resolve inefficiencies in operational processes.