HCL Technologies announces X, a digital engagement platform

HCL Technologies has launched a digital engagement platform, X by HCL Technologies (X), which enables brands to improve consumer loyalty and drive conversions through personalized omnichannel marketing.

HCL Technologies’ X unites 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.

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.

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 a 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.”