HCL Technologies (HCL), a leading multinational technology company, announced the release of a digital engagement platform, ‘X’, which will help in enhancing customer engagement and customer loyalty by offering omnichannel marketing and personalized customer experience. X will help organizations with integrated marketing and technology solutions and offer reliable data-driven customer insights by unifying multiple digital data touchpoints like social media feed, mobile applications, websites etc., to create a single unified view of the customer.

Initially created to support Manchester United’s growing digital engagement channels, X was launched with the purpose of creating a unified marketing platform to boost audience conversions and to optimize customer experience.

Some of the major features of this platform include:

Publishing: This feature will allow delivery of multilingual content. Automated publishing, audience search, and recommendations will help brands in understanding their customers better to provide personalized customer experience. Moreover, by enabling real-time notifications and communications, X will be able to efficiently bridge existing communication gap between brands and customers.

Engagement: This feature will allow brands to improve customer engagement through various targeted and personalized campaigns including livestreaming, interactions through quizzes and polls, loyalty and rewards scheme, etc.

Conversion: This feature is aimed at providing a flawless customer experience throughout a customer’s online purchase journey. It will allow brands to obtain a complete view of the customer through promotion management, automated analytics, e-commerce integration and more. Now, brands will be able to understand customer requirements through automated analysis of customer behavior on this platform.

Ashish Kumar Gupta, Chief Growth Officer, Europe and Africa, Diversified Industries, HCL Technologies, said, “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 “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.”