Traditionally, companies used to focus primarily on product designs and features. The underlying assumption was that the best product will automatically bring in the best results. Recently, businesses started developing a holistic view of the customer journey and decision-making process. So, detailed attention is given to Customer experience and how it can be enhanced at each stage. 

In today’s technology-driven world, there are too many entities vying for the customer's attention. Hence, to succeed in the digital world, you should understand the digital customer journey, and design each and every interaction with the customer in a way that results in the best overall digital experience for him.  Let’s examine how Drupal stacks up against the essential attributes of successful digital customer experience for your business. 

Performance Matters 

Nowadays, Customers have very high expectations about performance aspects like loading time, installation time, etc. 

They say it takes a village to raise a child. Similarly, it takes a vibrant community to grow an open-source technology. Drupal benefits from the contributions from the developers and enthusiasts across the globe who always look for ways to optimize the performance. It gives Drupal the capacity to work efficiently even when there is heavy traffic of users. 

Implementation of many performance tools like Redis, Varnish, Memcache or Bigpipe helps in smart caching and it ensures consistent page loading. A plethora of off the shelf CDN services integration options enables the availability of relevant assets based on the geographic location of the user. So, acclaimed companies like Tesla use Drupal for their website.

Feeling of Safety 

In the digital world, businesses gather a lot of data about the Users, directly and indirectly, including very private information, financial information, and proprietary information. And then, there is the constant issue of security threats in the form of phishing, cyber attacks, data leaks, etc. To succeed in gaining the trust of users, companies need to convince them that their privacy is protected with the utmost care.

The strength of a chain is its weakest link. 

Drupal has a dedicated security team of experts from different parts of the globe that focuses on resolving issues. Information about vulnerabilities and solutions are also made available to the community periodically.
Drupal’s security measures meet International standards like OWASP (The Open Web Application Security Project) and that is the reason why numerous Governmental websites like https://www.nasa.gov/ and   https://www.australia.gov.au/ trust Drupal.

Personalization

‘One size fits all’ doesn't work in today’s world where customers expect tailor-made solutions for their challenges. Personalization started initially with a few categories based on color, size, price, etc. Now, it has grown to a level where even minute preferences and concerns of customers are considered and a solution is designed specifically to meet those. Drupal has a robust framework that can manage the varying requirements of different websites and applications.

Acquia offers a new product named Acquia Lift, which is a fast and effective personalization tool. It has a no-code version which makes it easier to use, even for users with no technical background. Besides that, the vibrant Drupal Community has created thousands of contributed modules that help with very specific requirements. For eg, a Smart Content module can be used to deliver segmented content based on options like industry or your target user persona.

Ease of Use

An intuitive UI is needed for customers so that they are not affected by the heavy underlying processes. This requires a flexible system matching the demanding needs of new-age users. Headless Drupal with APIs allows you to work with any modern front end framework like AngularJS, ReactJS, VuJS, NextJS or even other Drupal websites.

Omnichannel

Customers interact with the system through various touchpoints in multiple channels. It is imperative that all the different channels like website, mobile, App, Kiosk, etc should provide consistent information, providing a smooth and enriching digital journey. 

This is especially important for companies engaged in e-commerce as the customer will be accessing information about the products and going through the purchase process through different channels. Drupal can act as the single source of Content which can be managed by various content managers and directed through various channels and touchpoints.  

A closer look makes it evident how the features of Drupal can help in improving the ROI, Customer Acquisition and Retention while being an Open-source platform. Get in touch with us to know more about how Drupal can help your business create spectacular digital experiences for customers.

Sreejith S

Sreejith works as a Marketing Consultant and Content Strategist in Valuebound. He is passionate about learning how technology enhances human lives. He volunteers for causes related to popularizing Science. His hobbies include reading non-fiction books and attending various events in the city.
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