Our previous article, "What's shaping Digital Experience in 2025", considered some of the current key trends, many arguably at the bleeding edge of modern tech. However, one ‘trend' not to be underestimated is the impact of that survival mentality. The website, that sits at the heart of your company’s digital experience, in its current state may have been seen as 'good enough'. Unless specific triggers meant something major was essential, many have made do. An entirely sensible and pragmatic 'do nothing' strategy given the business climate and the time and investment required for a large web project.

However the pain of change always eventually becomes less than the pain of staying the same and never mind 'hyper-personalisation' or 'immersive technologies', many struggle to successfully publish content or have a painfully slow website. Recent years of lower investment mean that many are yet to leverage the key developments of previous years, things like 'headless', 'composability' and 'SaaS'.

As a digital professional you will already have a strong sense of what could be better, but understanding how to deliver better is the challenge. Digital Experience refers to an integrated process that consists of comprehensive and cumulative interactions with digital platforms, people and processes. It encompasses all online touchpoints, including websites, mobile apps, social media, email marketing and potentially more. It impacts revenue, costs, customer satisfaction, loyalty, and let’s be frank, your own personal happiness. It is about addressing many challenges of varying complexity, around which there is often no wrong or right, just different rights that vary in the related positive or negative outcomes. All made more complex through politics, subjectivity, apathy, etc. It is an 'omni-challenge'!

A Digital Experience strategy is a comprehensive plan that outlines how your organisation can deliver cohesive, meaningful, and valuable interactions across all digital touchpoints throughout the customer journey. It is essential to ensure an organisation can successfully modernise and deliver the experiences that customers demand.

A DX strategy will enable:

• Competitive Differentiation: Exceptional experiences have become a primary differentiator and organisations with strong DX strategies can stand out even in crowded markets.

• Customer Retention and Loyalty: Seamless, intuitive digital experiences build trust and encourage repeat business. Studies show that customers are willing to pay more for better experiences and are more likely to become brand advocates.

• Operational Efficiency: A well-executed DX strategy streamlines processes and reduces friction points, resulting in cost savings and enabling teams to focus on high-value activities rather than managing disjointed systems.

• Data-Driven Decision Making: A cohesive DX strategy creates opportunities to gather meaningful customer insights across touchpoints, helping organisations make better-informed business decisions.

• Adaptability to Market Changes: Organisations with mature DX strategies can more quickly pivot when market conditions change, as they have the infrastructure and mindset to rapidly deploy new capabilities.

• Employee satisfaction: DX strategies often improve internal digital tools, leading to higher employee satisfaction and productivity, which in turn positively impacts customer experiences.

• Revenue Growth: Effective DX strategies typically lead to higher conversion rates, increased average order values, and expanded customer lifetime value through improved engagement and satisfaction.

Codehouse have developed our DX strategy playbook to serve as a blueprint for creating value and build relationships in an evolving world. To find out more please contact…