Every interaction \u2013 whether it\u2019s with a partner, a supplier or a retail customer \u2013 is an experience, including digital experiences. Lou Blatt, Senior Vice President and Chief Marketing Officer at OpenText, talked with us about how organizations can take control of the digital experience to innovate and stay in front of the competition.\nBusinesses have undoubtedly faced huge challenges in 2020. How can digital transformation efforts help when something so dramatic happens?\nMajor shifts in technology have defined winners or losers. Not so long ago, when HBO was streaming movies to the home, Blockbuster was recommending late fees for late tapes. When Tower Records was considering larger stores, Pandora and Spotify were enabling digital music distribution and moving beyond physical limitations. China\u2019s Ant Financial, now known as Ant Group, provides financial services to more than ten times as many customers as the largest US bank, with far fewer employees. To compete, companies need to accelerate digital transformation to change outside factors, whether the pandemic or digital disruption, from threats to opportunities.\nIt\u2019s easy to say \u201ctransform those threats,\u201d but how can that be done, especially while the business has to stay up and running?\nIt\u2019s entirely possible to transform while remaining operational. COVID-19, coupled with emerging technologies such as 5G and AI, has accelerated change as organizations have dispersed their workforces to work from home, schools have undertaken hybrid learning models and e-commerce has grown enormously. These changes are here to stay and, to remain a player, businesses need to embrace the concept of omnichannel personalized experiences.\nWhat do you mean by an omnichannel personalized experience? Most organizations have websites, call centers and mobile sites, and a lot have apps. Is that what you mean?\nThat\u2019s part of it. But creating such an experience means embracing a digital experience platform (DXP) that gives insight into \u2013 and full control over \u2013 everything about the customer experience, all united into a single platform.\nSuch platforms:\n\nCombine customer data and AI to deliver data-driven experiences at scale.\nHarness customer insights by listening to and understanding customer behaviors and feelings.\nEmbrace digital asset management and creative collaboration to deliver rich experiences with video, images and other emerging digital asset types.\nClosely manage the experience to control an ever-increasing amount of content that needs to be created, delivered and personalized at scale.\nEnsure an omnichannel strategy that provides customers everywhere, on every platform, at every time, a personalized, rich experience.\n\nThat last one is often the first thing that comes to mind, like in your question. But, as you see, a lot of behind-the-scenes work is needed to bring it to life.\nCan you give a real-world example of a company doing this?\nWell, let\u2019s look at the winner of OpenText\u2019s 2020 Voyager Award for Digital Transformation Excellence: L\u2019Or\u00e9al. It might seem an odd pairing at first, technology and cosmetics, but it really does make sense. Cosmetics have always been about creating a personalized experience. That applies in the digital age as well.\nThe first big thing for L\u2019Or\u00e9al has been embracing e-commerce. To get to know and better serve its customers through digital channels, L\u2019Or\u00e9al digitized and unified its marketing assets across all brands, implementing a marketing backbone platform with OpenText\u2019s Digital Experience Platform.\nL\u2019Or\u00e9al also merged worldwide marketing asset silos with OpenText\u2019s Media Management to govern assets based on copyright information, localizing them for specific countries to serve the brands\u2019 multichannel content and marketing strategy.\nBy rolling out this platform to 30 brands, L\u2019Or\u00e9al is well on its way to accomplishing corporate-wide digital transformation, establishing closer relationships with its customers than ever before while maintaining its brand equity and brand integrity.\nIf an organization has a good brand and good customer promoter scores, is it really necessary to shake everything up with such a big project?\nAbsolutely. Customers are everywhere, on every platform, at every time, and interacting with a huge range of systems. That\u2019s why an omnichannel approach is so vital. It allows you to engage in relevant conversations with prospects and customers across the entire journey, from acquisition to retention. This includes all kinds of touch points: email, SMS, personalized videos, web, mobile, contact center and digital assistance. You can no longer dictate how, when or where customers interact with the company. Every possible route to your brand has to offer a great experience.\nAnd how is OpenText continuing to innovate and help organizations with these challenges?\nTo make an omnichannel experience work, we have to provide comprehensive options. So OpenText has partnered with Google, Amazon, Microsoft, Salesforce and SAP to co-innovate and bring to market a DXP solution designed for key stakeholders, including knowledge workers, marketers, customer service professionals and supply chain managers.\nThe OpenText Digital Experience is part of the OpenText Experience Cloud, announced as part of OpenText Cloud Editions (CE) 20.4. Learn more about how the OpenText\u2122 Experience Cloud delivers key innovations to help organizations rethink customer experience and enable social commerce.