There are multiple approaches companies can take to get their digital tools in order, and they vary based on factors like the level of tech talent a company has employed and how much control desired over the digital experience it delivers to its customers. Those options are:

• Building a do-it-yourself application. This requires a team with the technical chops to create a digital experience from the ground-up.
• Using a Software-as-a-Service (SaaS) product that handles all the details behind the scenes, leaving the user with few options for customization.
• Choosing a platform that eliminates the need for an in-house IT team, while still allowing an organization to piece together the digital experience that works for them by adding software on top of the infrastructure.