What is a digital experience platform?

Everything you need to know about DXP and why you should consider it
What is a digital experience platform?

As digitization settles in the larger picture it brings other things into perspective/focus. As users keep multiplying on the web it is important that all businesses start prioritizing their users. User experience on the web and particularly on the website of the publisher determines the quality of success. As more businesses shift their front to the digital space it doesn't take much to gather that one needs to stand out and stand tall. So getting your hands on just any functional tech support won’t do it, getting the right suite of products to make the right turns is what would lead to an assured success.

As technology starts evolving to accommodate better interference, tools and audience it is only natural for DXP to take shape.

What is the Digital experience platform (DXP)

DXP or digital experience platform is an integrated software framework that is intended to engage a broad range of audiences across a broad range of digital touchpoints. DXP is used to build and progressively improve websites, apps and all kinds of digital experiences.

The relevance for user experience on both B2B and B2C are quite high at the moment.

DXP is an emerging enterprise software that seeks to meet the needs of companies that are going through digital transformation. DXPs can be a single product but are often a suite of products that come together to establish a superior user experience. The DXPs provides an architecture to digitize operations and deliver connected customer experience and functional user insight.

Not only do they provide integrated tools for publishers to interact with their audience, it also provides technology that supports and very well enhances the transformation that is needed to improve customer experience. While it is important, it isn’t a simple decision.

DXP offers a centralized collaboration platform for the development and delivery of experiences. They provide the proper structure for collecting data from every channel and the machine-learning driven insights and suggestions sure come in handy. They give a deep user insight and KPIs to keep the process and result aligned for the organization/publishers.

The evolution of digital experience platform from CMS to WEM to DXP

CMSs helped create and manage text and image content across traditional desktop and mobile websites. This was enough for a while but as technology expanded and more people started participating with the web, the needs and demands changed.

While the social web expanded with user-generated content and with the popularity of mobile, the need for personalized engagement and deeper business integration led to web experience management(WEM). Businesses started gathering engagement data, personas and using both to serve personalized experiences. As the WEM was designed more for marketing and was hard to connect to the rest of the business’s technology stack (as CRM or ERP).

As digital experience grew to become more and more important to businesses and companies regardless of their type or size, it needed deeper integration which led to a rise of headless and microservices architecture. This change enabled integrations with other systems such as CRMs, commerce systems, customer helplines - to connect better with experiences. It empowered developers to experiment with new touchpoints. This paved the way for DXPs to provide a fully integrated customer experience.

CMS Vs DXP: Key differences

DXP has grown out of the restraints posed by CMS with regard to managing in-depth customer experiences. A DXP is equipped to handle content and asset management on a larger scale. The DXP allows you to sync, manage and push content. A DXP will be able to help with e-commerce projects, establish intranets and manage multiple microsites with multitenancy with ease. A CMS on the other hand would struggle with these without investment and development time.

Why are DXPs becoming more popular?

The next league of CMSs, WEMs will change the perspective of websites - consider them a very significant part of the user journey of their content. Companies also started to use new ways to collect customer data and provide specific and targeted content for the audience.

  1. DXP helps internal operational systems be connected with all the channels. Web, mobile, social media, and other platforms like customer portals or e-commerce systems. This helps with getting customer data and profiling which gives better insight into the audience.

  2. You can track audiences and map their journey and identity patterns that are useful for your marketing and content personalization efforts.

  3. As DXP is an open platform, it helps connect the best solutions. You can upgrade to particular marketing tools whenever you see the need. This allows you to grow personalization in manageable steps.

  4. It also allows you to coordinate content and reuse it across various channels by making changes to the presentation and the metadata. You get to use the same content to yield the best results.

Do you need DXP?

If publishers are invested in their digital efforts and have the primary audience on the web then DXP platforms should be considered at the stage where they would benefit from a fully connected experience.

For publishers that have multiple touchpoints, a diverse audience, business stakes in the digital platform are all set for this kind of platform. The ones who are in need of a DXP platform would be the ones with multiple back-end systems and front- end tools that are difficult to integrate. Get developers interested in highly differentiated customer experiences. Enhance the experience on both ends.

The decision of whether you need a DXP or if you’re satisfied with a CMS would involve taking a critical look at where you are in your digital journal, what your digital experience looks like today, and what level you want to see yourself perform in the next 5 years.

As technology moves forward and the participants increase, it is important to resort to newer ideas and platforms to ensure you’re on the beat with progress. It’s easy to get comfortable with the traditional ways but ignoring the ease improvements make would only increase the friction within your internal and external audience.

DXP Trends your should know about 

1. AI-first

AI can help you with insights and provide accurate predictions that could easily get you the boost you need. Data analytics is a very important part of any digital communication. Companies could take a leap in what they’re using AI for. Help it identify the smartest actions based on the data. This is already popular with the algorithms for SEO. While going AI-first can be heavy lifting, it is very worth it. The perfect picture for brands is to predict customer’s wants at the right time and then direct them to it at the right time.

2. Customer privacy

As we’ve started spending more time online, the truth of being stalked all along is getting more disturbing than ever.

With safari blocking tracking and better policies around safety on the internet, netizens have been actively trying to rid themselves of being at the target of every business. This has forced organizations to change the way they treat customer privacy. What was once considered free information now comes at a cost with a better result. Consumers now trust brands that are known for their respect to user’s privacy, which alone is a huge game changer.

3. Flexibility

A smart business should be able to adapt to change. The pandemic is a pretty solid example of a change. Many publishers adapted well during the pandemic, having gotten up again with better strategy. Using strategies to adapt to change and striving to be future-proof is the way to go.

4. Digitally integrated businesses are future-proof

Data is the key to future success for all kinds of businesses. A connected and modular approach gives better workflows and process management across departments. It gives great visibility to how the work of each department affects the others and the company as a whole without disturbing the cohesive customer experience across all touchpoints. In addition, pairing your DXP with a marketing automation platform makes it easy to market to customers without the need for constant moderation.

Advantages of DXP

  1. Omni-channel distribution - with more platforms emerging in the landscape, it is important to have control over all your channels. Getting a solution that distributes across all channels reduces the load of work and ensures your content is getting maximum reach.

  2. With better insights and integrated tools, you have enough data on customers and your efforts to ensure a fine tuned 1-on-1 marketing.

You're able to target users better and provide them personalized experience.

3. E-commerce integration- One of the best things about DXPs is that it helps you have a better e-commerce integration that you modify in the future unlike traditional solutions.

4. It helps increase customer loyalty- With better user experience you're able to provide customers the quality they expect without taking too much burden on your team. By providing a transparent system, you earn the customer loyalty.

5. Active engagement- With netizen today active engagement is the basic necessity. With the right tools you're able to interact with your audience directly and keep them engaged actively on your platform.

6. Better insight into interest and behavior- You have a deeper understanding of your audience with the right system. You can use this information fo the progress of your users and your efforts as an organisation.

7. Combined view of customer data, activity and interaction across all channels.

8. It helps with significant improvement in productivity.

Questions to ask if you’re wondering about incorporating a digital experience platform

Q
  • What is a digital experience platform?

A

It is an integration of tools that will support your digital publishing process at every level. It helps get better insight into the audience behavior of your customers and their transaction history which can be used to target your campaigns and content better.

Q
  • Is DXP a new version of CMS?

A

A DXP always includes a CMS at its core and includes functionalities like

  • Customer profile engine

  • Language translation

  • Omnichannel

  • Payment & billing

  • Shopping

  • Web-to-print

  • Marketing automation

  • Predictive analytics

  • Chatbots

  • Mobile apps

  • AI automation

  • Data center

Q

Features to look for?

A
  • Quality of support

  • Ease of admin and set up

  • Ease of use

  • Reliability

  • Platform performance

DXPS are a combination of solutions from vendors that are integrated based on the needs of the publisher. It is continually evolving to keep pace with the industry and most organizations today have grown out of a single vendor solution. It is important to find a DXP that is future oriented and is practical for your current business.

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