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Digital experience platforms key to win, retain customers in AI-driven world

New technologies necessitate organisations to change from within, experts say

With artificial intelligence rapidly going mainstream, customers are expecting businesses to meet immediate customer experience (CX) needs and exceed them in fulfilling anticipated needs.

“Customers, both in B2C and B2B, are now savvier and better informed with high expectations to engage with brands, placing increased emphasis on exceptional and unified digital experiences across all channels,” Edmund Dueck, VP of Sales EMEA, Liferay, told Khaleej Times in an interview. He added that businesses could use digital experience platforms (DXPs) to create seamless, consistent, personalized omnichannel experiences across all platforms with every interaction at every touch point.

He explained that a customer’s profile constantly evolves with digital footprints recorded continuously within enterprise systems. “With a DXP, businesses can connect disparate legacy systems and breach silos within multiple databases. What’s more: one enables unified digital experiences that reduce complexity and drive business growth,” he added.

Liferay helps organisations meet their unique challenges by creating innovative, customer-centred experiences on its cloud-powered digital experience platform (DXP). This platform is open source, which makes it reliable and secure. Over a thousand organisations in financial services, insurance, manufacturing, healthcare, and government use Liferay worldwide. Customers may choose Liferay’s DXP to alleviate challenges such as their requirements for scalable omnichannel personalized experiences, legacy systems problems or slow user adoption issues, among others. Additionally, Liferay Experience Cloud, now available on Google Cloud in Doha, Qatar, and soon to launch in Saudi Arabia too, has started to prove highly beneficial for customers as enterprises rapidly migrate to the cloud to stay agile and competitive.

Moreover, with AI-driven solutions poised to become the key drivers of emerging technologies, serving as critical catalysts for the future, Dueck expects this trend to be one of the essential drivers in the near future. “Integration of AI has accelerated rapidly, and its potential is unlimited. For now, in the DXP and CMS space, this is possible and mainly focused on content generation, or chatbots, leveraging AI. We will see more innovation in this space, and early adopter organizations will harness AI to further elevate and customize personalized customer experiences,” he added.

For some organizations, this will not mean drastic and radical change; they might just need to take a closer look at integrating with a new emerging technology and thus stay flexible with an open platform that serves their needs now and in the future. Customers need to be confident that their platform of choice will lead and provide all necessary tools to integrate or evolve in all directions, being able to scale and maximize all investments to the fullest.

Dueck stressed that digitally transforming experiences isn’t only about adopting new technologies but also about changing how organizations work, operate, communicate, and deliver value to their customers. “This goes for B2C but also for B2B, and here in the Middle East, also strongly applicable for Government to Citizen solutions,” he added.

Turning to the specifics of the Middle East market, Moussalam Dalati, General Manager Middle East & Africa, Liferay, said that the market is competitive, consumer preferences continue to shift, technology continues to evolve, and markets continue to move. “With these constantly changing market dynamics, many new opportunities are arising in the digital experience space,” he added.

Dalati said Liferay is witnessing remarkable growth in the broader Middle East region. “The adoption of cloud solutions and enterprise open-source are both seen as vital to transformation and to revolutionizing end-to-end digital experiences for customers.

The growth potential for open-source is limitless and reigns true for the Middle East, with its advantages endorsed by the government of Saudi Arabia. Customers continue to seek innovation founded on open-source solutions. Liferay steps in here by empowering customers to create their applications in-house, resulting in reduced spending and increased security.” he added.

Liferay’s major customers include Dubai Digital Authority, The Statistics Centre Abu Dhabi (SCAD), The National Library and Archives (UAE), Credit Information Network (Ci-Net), Qatar Stock Exchange, Riyad Bank, Arab African International Bank, AXA, Zain Kuwait, Vodafone amongst several others.