In today’s business world, the need to incorporate real-time communication across customer touchpoints, and the on-demand delivery trend is paving the way towards a better and newer structure in the Food Delivery Industry.
In the right words, incorporating DXP in the food industry is the rising trend of tomorrow.
This architecture is being introduced in the form of digital experience platforms, i.e., a single platform that brings everything together and in one place.
As per Forrester, digital experience platforms (DXP) are defined as:
Software to manage, deliver, and optimize experiences consistently across every digital touchpoint.
The grace of digital experience platforms lay in the fact that they keep customers at the center. In short, if your business is the script of a film, the customer is the lead.
With DXP integration, you can expect to align strategies, technology, and the workforce to meet the rising needs of your business.
In fact, a study by Gartner (Magic Quadrant for Digital Experience Platforms) reveals that by 2023, 85 percent of the cost and resources will be spent on incorporating DXP programs and its integration with the internal and external systems.
Food Delivery Business and DXPs
The food delivery industry enjoys a considerable market share of the on-demand business landscape. To withstand the competition and reap the marketing benefits, the need is to adapt to the technological advancements that shape the industry in the present scenario.
By integrating DXP in the food industry, you can offer a seamless customer experience across all touchpoints — implying seamless engagement and empowerment on the way.
Let’s dive deeper into some of the leading ways how DXPs help magnifies customer experience in this industry.
1. TOUCHPOINT OPTIMIZATION
Interacting with the customers across all touchpoints throughout the customer journey is the ultimate objective of on-demand business. The reason being, if a customer is given the best experience from the start till the end, customer satisfaction automatically amplifies ensuring an enhanced customer experience in the food industry.
Those interaction points are illustrated below in the context of a food delivery business. Have a look:
Thereby, touchpoint optimization becomes extremely vital for food delivery platforms.
Digital experience platforms offer end-to-end touchpoint optimization at each of these points without missing a beat of it. The system does this by sharing front-end code across every essential digital touchpoint.
Touchpoint optimization in digital experience platforms helps in:
Measuring Customer Journeys: Every step in a customer life cycle defines the customer journey. That is, the full customer journey is the course followed from searching a dish to giving feedback upon receiving the order. DXPs combine the customer journey mappings for further contemplation on overall experiences.
Managing Omnichannel: Touchpoints and omnichannel experience go hand in hand. Customers today, use multiple channels like mobile, laptop, tablet, etc.to interact with the brand. DXPs pull customer data on a real-time basis from each of the channels involved to provide a holistic view of the customer data, thereby ensuring that you manage to provide an omnichannel experience to the customer.
Behavioral Analysis: How a customer interacts with the interface at each of the touchpoints is an essential piece of information. DXPs offer a view of such data so that the customer pain points or preference areas can come into limelight and their changing expectations can be incorporated from time to time.
API Sharing: Passing of data from one platform to another is made possible through API integration. Also, updating information once, and getting it automatically updated across every platform is managed by DXPs.
The end result of DXP integration in your food delivery business:
Consistent services: Are offered across all the interaction points so that the user feels valued and does not feel lost when shifting from one interaction platform to another.
Complete Mobile experience: A wonderful mobile experience is offered that is optimized with offer messages or even order status messages across a user journey. After all, all a customer wants is to feel cared for.
Acquisition to Loyalty: Manages everything between customer acquisition and loyalty by maintaining a natural flow from one interaction point to another. For example, if a user searches for ice-cream, he should land on restaurants that actually sell that desert.
2. ANALYTICS FOR A SATISFIED CUSTOMER
With DXP, your business gets the leverage to access the tool on a unified platform that acts as a one-stop for all.
Analytics services provided under a digital experience platform can be deployed for:
Metric-based analysis: Helps track page visits, bounce rates, conversion rates, time spent on the web portal by a user, top search keywords, and more. It also plays a role in identifying issues with digital interactions, i.e., identifying the stall points.
Predictive analysis: This type of analysis helps in predicting customer behavior. This could be anything like customers’ favorite restaurants, favorite orders, order frequency, and spending capacities.
Trend analysis: Refers to spotting patterns and new technologies that have been sweeping the food delivery industry. It can also help in identifying what worked in the past and what will work in the future that drives sales in turn.
For example, Yemeksepeti used Adobe Analytics to eliminate stall points in their customer journeys. Their new wallet feature was introduced to make order making easy and convenient, but it did not go well with the customers.
The analytics tool helped in detecting the reason behind the drop in conversions that made the food delivery giant change its ways. The data thus drawn was coherently used to offer customer experience worth the hype.
The great news is that you would not need independently existing applications for these analyses, as DXP pricks through data to keep you posted.
The end result of DXP integration in your food delivery business:
Reach Actionable Insights: It helps translate all sorts of data into actionable insights that can pave way for embracing newer technologies such as ordering through virtual assistants or even wearables.
Make data-driven decisions: That is driven through abstracting and aggregating data into a common platform. In turn, customers can always be provided offers & discounts on their favorite restaurants based on behavioral data.
Eliminate Stall Points: An unbreakable or what we can call as the best customer experience business strategy that eliminates the stall points that occur in the process of making an order. An example could be a “minimum price” parameter that needs to be eliminated for refining customer experience.
3. AMPLIFYING THE SEARCH EXPERIENCE
Advanced Searching capabilities in an on-demand business, prove to be one of the key features for being called as a customer-centric business. For the food delivery industry, the searches usually restrict down to restaurant names.
So, if a user entered some “dish name” or a “food niche,” the results would show nothing. Therefore, it becomes the need of the hour to define the digital customer experience through refining search capabilities.
Gladly, digital experience platforms fill the void. DXPs offers the opportunity to incorporate an in-built search engine that, in turn, helps in implementing a self-service model.
Capabilities of search tools in DXPs:
Federated Search: This is a technology that aids in conducting a simultaneous search across existing searchable sources. The results are thus aggregated at a commonplace by a DXP to be presented as a single entity.
Website/Mobile Search: This type of search implies that if a customer is looking for a restaurant and any cuisine listed under the same, they can easily find it through typing in the right keywords.
Making Recommendations: If a customer is looking for “Chow Mein” which is not available, generally the results return a “No results found” on the page. The role of a business should be to offer related recommendations instead of nothing.
Making Improvements: Taking the same example as above, if a user searches for “Chow Mein” and get zero results in return, a business should understand that there is room for improvement. With DXPs, a business can look into the commonly searched items to include them into their search algorithms.
The end result of DXP integration in your food delivery business:
Spot-on Recommendations: Customers can finally find what they want and spot-on recommendations. For example by incorporating DXPs, instead of “Chow Mein” that were not available, other related recommendations such as “Spring rolls” or ”Dumplings” can be made visible.
Integrated search functionality: Can be incorporated that leverage the power of federated search and site/mobile search. It will help your business being tagged as a self-delivery model.
Leverages artificial intelligence: To make the search results relevant, irrespective of the search query entered by offering semantic search. Now, we can undoubtedly say that AI when works with DXP can surely supercharge customer experience.
Conclusion
The intent of a digital experience platform is to change how a customer views your brand and increases the overall sales in return. Where managing different business tools and a Content Management System independently was a challenging task, digital experience platforms beg to differ.
With DXP in food industry, you are able to offer an all-in-one solution that your food delivery business should be adopting for a unified view of customers that work in harmony to deliver a customer experience that counts, in turn building your brand loyalty and magnifying the overall business growth.
In the end, we can say that digital experience platforms are a boon for the food delivery businesses as well as their customers!
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