Monisha Voonna, Director of Solutions Consulting at ContentSquare APJ goes straight to the point about digital experience analytics or DXA, “If you are a company or an organization that cares about your digital footprint, be it retail, ecommerce, FSI, telco, gaming, and more, you want to make sure that your digital footprint is solid.”

Treating every square foot of virtual space be it on an application or a website, as a chance to engage potential customers can be an alien and intriguing notion for non-marketers, but what Monisha said rang true. “The moment you spend money to acquire users to your digital space, every single “square foot” of your app or website is treating the customer as special and ensuring they get what they are looking for.”

In essence, the brand has a very short window of time to delight their customers, and if the brand is not able to get to that point where the customer achieves their goal, Monisha pointed out, “You are missing them entirely. And retention of that customer is going to cost you a lot of money.”

Being able to measure or gauge the customer experience in cents and dollars is a critical capability for digital services currently jostling with each other to gain eyeballs and attention, which brings us to solutions like ContentSquare’s.

DXA itself, is basically an analytics platform that gives you a quick understanding of what exactly is happening on your online property, where the frictions customers face are at, and then surfacing up these pertinent information to a CX or customer experience team.

Digital Experience Analytics, or DXA, to the rescue

Monisha shared several examples of how tweaks suggested by the analytics platform had yielded improvements for online properties belonging to organizations in government, FSI, media, travel, and ecommerce. The list can go on.

Being able to measure or gauge the customer experience in cents and dollars is a critical capability for digital services currently jostling with each other to gain eyeballs and attention, which brings us to solutions like ContentSquare’s. 

Clarks, the shoe brand, notably took remedial actions that increased their annual revenue by as much as USD1.1 million, after identifying significant drop off in visitors who add products to their online shopping basket. Automatically pre-selecting the  shoe width when only one fit (normal fit or wide fit option) was available, led to a massive increase in add-to-cart rates for Clarks. Watch the video here.

These are just a few of the ways DXA is helping brands and consumers who use those brands. 

All this is well and good. 

The long lockdown period of a few years ago might have led to people turning to digital means of entertainment and leisure. These days going onto the internet to shop, make bookings, be entertained, or conduct financial transactions, has gained a high enough level of acceptance for brands to want to consider a new C-suite role in their respective organizations; that of the Chief Experience Officer. 

Despite putting hard data into the hands of CX teams to make decisions, ContentSquare recognizes the importance of being customer-focused and of emphasizing the experiences they undergo.

Monisha observed, “People now are caring about how their digital apps or websites are ‘treating’ customers – is customer experience (CX) something that is at the top of their minds now, for example. These roles are appearing because there is a digital mindshift especially after the long lockdown.”

The customer digital experience mantra

“We are trying to create speed-to-value,” Monisha said, adding that ContentSquare is an AI-driven platform that surfaces the issue areas of a digital property that needs working on, without CX teams having to search for it.

Despite putting hard data into the hands of CX teams to make decisions, ContentSquare recognizes the importance of being customer-focused and of emphasizing the experiences they undergo.

“Content Square has over 100 integrations with different platforms across the martech space, in order to make our digital experience richer with data so that clients can slice and dice and have a lot more data-led decision-making in their hands.”

The people, process, and technology mantra of many project deployments also ring true for ContentSquare. When running workshops with potential clients who are established in their respective industry, the firm provides blueprints that are guidance or standard operating procedures (SOPs) for new and hypothetical business process flows. 

Now, the CX teams, different groups of people who oversee product, marketing, engineering, IT, and so on, do not need to work in silos. “Imagine now marketing can see an error, know exactly where it is and send it directly to IT. I think the change and shift that happens is now every team is empowered with data and not working in separate boxes anymore. There is real collaboration.”

When the realization dawns during many of these client workshops, Monisha admits that there is almost a collective silent gasp. 

This is the mindset hurdle that Content Square wants to overcome. The consulting lead shared that there isn’t enough awareness that a platform like DXA exists. “This is a brand new category and we are creating it… people are getting used to the idea there is a platform that is only focused on digital experiences for customers,” she concluded.