We’ve spent the best part of two decades helping companies with their digital maturity through our products. Here are some of the reasons we’re sure our digital experience platform (DXP) Kentico Xperience is the perfect fit for your membership organization.
In our earlier article, we explored how this digital-first-digital now era is creating challenges for membership organizations as they look to improve their digital experience maturity and catch up with their members’ sky-high expectations.
Addressing legacy technology, data silos and poor integrations can be difficult challenges for membership organizations looking to improve their digital engagement. Especially with companies like Amazon Prime setting the bar. Not only do members expect personalized, engaging and interactive experiences, but they want them to be consistent across all channels and devices and delivered instantly.
It’s no wonder, therefore, that member engagement is the top priority for membership organizations who are bringing their engagement projects and initiatives forward on their roadmaps. The trouble is, most are struggling with antiquated software that is difficult to use, time-consuming to manage, poorly integrated, and weak in the tools they need to deliver truly exceptional experiences.
Member data is often fractured across their various touchpoints (siloed from being of any real value) meaning organizations find it increasingly difficult to learn about their members (why they joined, what they value, why they’re leaving), or improve the customer journey. They can’t use member data to deliver the personalized experiences they crave, nor can they be sure that the data they are using is compliant with data regulations. Without the right tools to truly engage members, organizations find themselves working frantically to pour members into the top of their bucket faster than they’re losing them through the hole in the bottom.
Now is the time to invest in your digital experience maturity, else risk falling far behind.
Eight ways Kentico Xperience is perfect for membership organizations
1. Empowers marketers and increases efficiency
You should be able to easily create, publish and manage content without the need of technical help. That’s why Kentico Xperience comes with powerful yet easy-to-use content management features that hand the power of content back to marketers.
Embrace content modeling and intuitively design beautiful pages or create and adjust content using a simple interface and drag-and-drop widgets. With Kentico Xperience you can define automated content management workflows that help you track, manage, and approve content and streamline the publishing process.
You also get full visibility throughout the content lifecycle, so can authorize roles and request notifications so you’re always in control. And you only ever have to create content once, as its then reusable across all your channels, even social!
2. Delivers essential member and visitor insights
Kentico Xperience helps you track visitor activity to learn how they interact with content on your website, emails, or online store, and the built-in web analytics help you understand their behavior so you can better engage them with a flawless digital experience.
You can even identify high-quality leads with automated lead scoring based on rules that combine demographics and behavior to help you focus in on opportunities and adjust your content and communication according to how far your visitors are in their journey.
What’s more, you can capture further data through easy-to-build forms that require no technical skills. Simply insert them anywhere on your website to improve event registrations, newsletter submissions, satisfaction surveys, job applications, and more.
3. Enables an exceptional personalized experience
Kentico Xperience puts personalization in your hands, so you can provide those all-important tailored touchpoints across all your channels to create meaningful experiences.
The omnichannel contact management capabilities are essential in getting a holistic view of your members. Only with a 360-degree view of their preferences and actions across all channels and devices can you personalize the user experience to perfection.
You can set your content to dynamically change depending on the actions visitors and members have performed. Or you can cluster them into meaningful groups based on their activities and data in order to deliver unique and highly personalized user experiences that strengthen relationships and enhance retention.
You can even define personas based on their previous interactions in order to engage them with messaging that perfectly fits their preferences and guides them toward conversion. Why not also serve recommendations of content and products they’ll find most interesting using the fully integrated real-time machine learning from Recombee?
4. Designed to help you reach out and nurture
Ever wanted to effortlessly execute cross-channel email marketing campaigns from within one platform and gain insights from each channel?
As a unified DXP, Kentico Xperience enables you to develop campaign assets, launch campaigns, and analyze results, all from one location and with minimal effort.
You can even automate your marketing (across all channels) to boost engagement by ensuring you’re delivering the right content at the right time and at the right point in the member life cycle—all achievable using the built-in drag-and-drop interface.
Your newsletters and targeted emails will contain content personalized to member data, website activity, and lead scoring, helping you nurture relationships and boost retention. And it doesn’t stop there; you can dramatically improve engagement and conversions by identifying and leveraging your best performing content. Easily experiment with and test variations of your page or email to learn what truly resonates with your existing audience and optimize results with sophisticated integrated A/B and Multivariate testing.
5. Helps you eliminate friction from the customer journey
Your customer wants instant gratification. Any friction in their experience of your brand will cause churn.
Right from the get-go, Kentico Xperience ensures you’re meeting these demands, by guaranteeing high-performance websites that instantly scale to ensure a consistently fast experience.
It also ensures your Search Engine Optimization (SEO) is doing its job by helping you rank higher, boost organic traffic, increase website credibility, and reach a broader audience.
And visitors are on your site, flexible smart search tools (that use various index types and target multiple indexes) combined with artificial intelligence capabilities help them find what they’re looking for fast, ensuring you’re always displaying relevant search results (including pages, files, attachments and more) for a super-smooth experience.
You’ll want to bring this effortless efficiency and personalization to your checkout processes too. Thanks to commerce capabilities, you can easily build superior purchase experiences that offer a variety of payment methods, nurture cart abandoners, and remind customers to renew. You’ll also want to offer flexible payment and shipping options, as well as automated shopping costs and tax calculations for better price transparency and customer loyalty.
6. Keeps your members safe and happy
Your members value their privacy, and so should you. Our DXP lets you authenticate members via multi-factor, single sign-on, social logins, OpenID, and more. You can even integrate your own user database or authentication service should you wish.
We also help you remain ever-compliant with the strictest data protection regulations (like GDPR, PII or CCPA) so that while you’re leveraging all that juicy valuable data to deliver excellent experiences, you’re doing so inside a well-handled, transparent system. As all data is stored in one place, you can stay on top of consents, handle members’ right to access and be forgotten effortlessly, and deal with delicate data elegantly.
Of course, security should also be front of mind, and with Kentico Xperience, you can tailor the security posture of your digital experience platform to meet your specific requirements and compliance obligations. Confidently eliminate threats by implementing multiple security layers that keep your member data, administration interface, and live site separate.
Gets you ready for generation Alpha
You know how it is; no sooner have you got yourself prepared to deliver the latest thing in digital experience, then something new has hit the scene and you’re lagging behind again.
As the Kentico Xperience unified digital experience platform has a headless capabilities not only are you able to publish your content to any marketing channel (companion sites, apps, chatbots, social media) but you can easily extend the platform to integrate with any emerging channel—here now or still to be conceived.
So you can finally get ahead of the game.
It’s time to assess your digital experience maturity
Membership organizations need to focus on sustainable long-term growth, keeping acquisition in focus while honing in on retention.
With today’s member expectations at an all-time high (and the next generation’s even higher), a CMS simply won’t cut it anymore. Delivering exceptional personalized experiences is the name of the game. Only a digital experience platform that holds all your data in one place from across all digital touchpoints for a 360-degree view of your members and visitors will do.
Kentico Xperience is the perfect fit for your membership organization because it actively supports your personalization efforts, enables campaign automation and optimization, and ensures that all you’re delivering a seamless, consistent, friction-free experience from start to finish across all your current and future touchpoints.
By enabling the kind of experiences your members are craving, Kentico Xperience helps you boost member engagement, conversions, retention, and ROI.
If you’re interested in learning about more about how membership organizations can overcome key digital marketing challenges, join our upcoming webcast slot on MemberWise with GRM Digital.
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Why membership organizations need to understand their digital experience maturity
May 18, 2022 • 7 minute read