Technologie • 15.03.2023
16 maart 2023
Consumers expect a distinctive experience at every stage of their digital customer journey. Thanks to composable architecture, you can avoid the digital sameness of your competitors.
Everyone knows the story of successful digital disruptors like Uber or Booking.com. Thanks to innovative digital technology and a keen insight into the needs of their target audience, they managed to turn their entire market upside down in a short period of time. They did this by offering services that provided real distinctive value compared to the competition.
However, little of that advantage remains. Both Uber and Booking have struggled in recent years to consolidate their lead. Many once-loyal customers now easily use the services of a growing number of competitors, who are increasingly successful in offering virtually identical services and user experiences.
Most brands can only dream of the unique advantage that disruptors like Booking and Uber once enjoyed. Their challenge to differentiate themselves from competitors is therefore even greater. Especially now that gradually every competitor has a similarly structured website, mobile app, and a growing number of additional touchpoints.
For example, open several websites or shops of competitors in the same industry. It doesn't really matter whether they are vacation sellers, electronics stores, clothing brands, or financial service providers. Click quickly through the different parts of the page. Chances are you can hardly explain which 'experience' belongs to which provider anymore.
The increasing disappearance of distinctive brand values is called digital sameness, which roughly translates to 'digital uniformity'. An important cause for this growing problem is the fact that many marketers have increasingly relied on the possibilities that their software suites easily make available. And that these same marketers often use the same suites.
Composable architecture makes it possible to escape this digital uniformity. Instead of a standard platform with standard functionality, you can completely customize the digital ecosystem that best fits your specific technological and business objectives. From 'one-size-fits-all' to a unique brand experience.
Now you can fully disconnect the customer-facing front end of your digital infrastructure from the supporting backend.
Thanks to a composable architecture, you can quickly and directly add new touchpoints to the customer-facing front end of your digital infrastructure. This makes it possible to design and create a unique experience, without first having to modify the systems that manage content and customer profiles, process orders, or enable secure payments. We also call this practical possibility 'headless'.
Composable architecture gives your customer-focused organization extra digital resilience. It enables you to respond much faster to new trends. Moreover, a composable architecture encourages and facilitates closer collaboration between IT and the business side, allowing them to quickly and flexibly test new technological possibilities for potential added value.
Read our longread:
(reading time: 9 minutes)
Do 'monolithic' software suites limit your flexibility and responsiveness?
Why do more and more customer journeys end up in digital sameness?
How to evolve from a multichannel to an omnichannel customer experience?
What is the power of microservices, APIs, cloud-native, and headless (MACH)?
Is a composable Digital Experience Platform the Holy Grail for marketers?
Why doesn't every customer-centric organization immediately switch to Composable Architecture?