Unified marketing platform drives brand loyalty and improves audience conversions through richer content delivery

HCL Technologies (HCL), a leading global technology company, has launched a world-class digital engagement platform, X by HCL Technologies (X), which enables brands to improve consumer loyalty and drive conversions through personalized omnichannel marketing. Research shows only 13% of organizations have a seamlessly integrated marketing and technology stack and brands rely on many different data sources to unlock customer insights. HCL Technologies’ X overcomes these challenges by uniting multiple digital touchpoints, including websites, mobile apps and social media feeds, to create a single view of the consumer. This helps marketers access data-driven insights that enable them to optimize the customer experience and unlock the potential of their brand.

“The ability to create a two-way digital dialogue with our fans is vital to scaling our brand to a wider global audience”

Initially created to underpin Manchester United’s rapidly expanding digital engagement channels, the award-winning platform is now available to help other global brands drive their own success stories by delivering personalized, timely communications and content. Manchester United’s global fanbase has grown with X and the club has experienced a twofold increase in digital engagement with consumers via its website.

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Key features and capabilities of the platform include:

• Publishing: Multilingual content delivery, rich media management, real-time notifications and communication, automated publishing across devices and social channels and audience search and recommendations help brands increase consumer loyalty, through contextual and localized content.
• Engagement: Brands can activate complex, targeted and personalized campaigns in multiple languages to engage and retain consumer audiences, including gamification through polls and quizzes, loyalty and rewards scheme enablement, social engagement, relationship-building and livestreaming.
• Conversion: A 360-degree view of the consumer, reduced campaign fragmentation, automated analytics into purchase behavior, measurable KPIs, promotion management and e-commerce integration capabilities enable brands to provide a seamless user experience throughout the customer journey.

“HCL Technologies’ X is a one-stop digital engagement and publishing platform for one of the world’s biggest sports brands and we’re excited to make it available to the wider market,” said Ashish Kumar Gupta, Chief Growth Officer, Europe and Africa, Diversified Industries, HCL Technologies. “The core purpose of X is to create the two-way, in-the-moment engagement that amplifies consumers’ connection with brands and converts users into advocates. Over the last four years, Manchester United’s experience has proven the significant rewards available to organizations that can harness X to drive world-class digital engagement. We look forward to enabling other marketers to use the next-generation capabilities of our platform to improve brand loyalty and optimize revenue growth.”

“The ability to create a two-way digital dialogue with our fans is vital to scaling our brand to a wider global audience,” said Phil Lynch, Chief Executive Officer of Media, Manchester United. “The platform HCL built for us has proven to be the perfect foundation to enable continued growth by providing the insights the club and its partners need to deliver meaningful and personalized content that truly engages our fans. The capabilities the platform provides will ensure we are well-equipped to continue creating compelling brand experiences for our fans long into the future.”

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“Anglo American is committed to driving sustainable change for the communities that host us,” said Zaheera Soomar, Global Head of Education, Anglo American. “As part of that goal, we want to ensure all children in our host communities have access to excellent education and training opportunities to reach their true potential. X by HCL Technologies is enabling us to deliver on that promise by creating a world-class student and teacher engagement platform for early years, primary, secondary and post-secondary education in South Africa. This platform has been purpose-built to support students from communities with limited internet connectivity, providing access to more than 2,000 zero-rated and subsidized learning materials and resources. X also enables us to establish a two-way dialogue with those students, bringing us closer to our communities and enabling us to support their education and skills journeys better.”

“Digital experiences today are multisensory and context-aware. IDC research finds more than 46% of organizations place customer experience programs as a strategic priority to ensure the business’ long-term success. Ultimately, they realize the importance of content in delivering a multi-channel interactive relationship with the consumer,” said Marci Maddox, Research Director, Digital Experience Strategies at IDC. “Traditional approaches to content publishing are becoming obsolete as modern engagement platforms offer organizations multiple entry points into strengthening the relationship with their customers and leveraging technology to automate and personalize digital experiences at scale.”

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