It’s no longer enough to have an online presence, your organization needs to satisfy existing and potential customers through a wonderful and exciting customer journey.

In classical marketing terminology, a potential customer goes through several stages in her search for a given product or service: awareness, consideration, decision, and delight. Populating these stages are various elements—contents and services—that are designed to meet the needs of the potential customer, and to help her further along the way.

Enonic XP is a digital experience platform aimed at creating better customer journeys. Let’s see how Enonic identifies the customer situation, and thereby offering content elements and specific services that cater to any customer’s needs.

The customer situation

A potential or existing customer is a real person, with corresponding attributes. As every other human, she has a specific context, needs, habits, preferences, and friends. Also, she has a limited amount of time and resides and works in a specific geographic location. Her employer, colleagues, budgets, and business requirements are also a part of the equation.

In order to understand your customers better and thereby making better customer journeys, it is vital to know facts as these and craft a persona based upon them. A persona is a semi-fictional representation of your ideal customer, and knowing who you are creating content and services for will make your customer journey all the better.

We in Enonic encourage you to undertake the steps to create a realistic persona, as this will make clear exactly which features you need and which you don’t.

Content and Enonic XP

Enonic XP is a web application platform, meaning that developers can build a wide variety of solutions, like games, progressive web apps, websites, intranets, logistics systems, APIs, or what have you. The platform also ships with a ready-made, optional CMSContent Studio—on top.

Depending on what the developers build on the platform, web editors can easily use custom content types such as landing pages, blog posts, case studies, testimonials, snippets, fact boxes, and FAQs. So, whatever digital content touchpoint you need in your customer journey, Enonic’s got your back.

Every piece of content is created and placed within a definite structure in Enonic XP. The content is navigable via a tidy content tree, making the content management that much easier. In a complex customer journey, having a neat overview behind the curtains is certainly an advantage.

Don’t take our word for it: Boye & Co evaluates Enonic »

Content in Enonic XP is also readily available for reuse through APIs—essentially spearheading Enonic XP into headless CMS territory; the separation of content and presentation. If your customer journey consists of multiple channels, like desktop, mobile, wearables, beacons, public touchscreens, and so on, Enonic’s headless capabilities will leverage your offerings.

Furthermore, quality control is easily maintained by workflows and issues management—thus making sure that the right content delivered to the right person at the right time is also of the highest editorial standards.

Services and Enonic XP

In a customer journey, content is only half the story. Yes, people love to digest content, but they also like to solve their respective tasks and be offered intuitive and interactive tools in the process. An online bank that only offered texts about banking would be boring and useless, indeed. An online bank offering loan calculators, options to buy funds, or to review your economy with graphs and projections is of course a much better alternative.

As mentioned, services can be built in Enonic XP par excellence. Services include both functionality for the end-users and functionality for administrators and developers. Self-service, eCommerce, targeting, APIs, integrations, search, apps, and identity are all examples of services made possible through Enonic XP.

See also: 9 reasons Enonic is the CMS that unites your organization »

By itself, the core of Enonic XP is lightweight, meant to support high performance and fast development of custom solutions. One of our central ideas is to let Enonic XP be seamlessly integrated with best of breed third party solutions. In other words: we don’t have to reinvent the wheel, but we can put that wheel to use in a better vehicle and deliver better customer journeys.

Through the customer journey

Enonic XP venn diagram
Customer journey

When you combine customer insights with flexible content and services, you get the idea behind the essential Enonic XP conceptual framework. Enonic XP is meant to enhance the solutions to all your requirements, and thereby paving the way for an excellent customer journey.

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