Key Takeaways

What is a Digital Experience Platform (DXP)Benefits of a DXP

• A DXP is a Digital Experience Platform that could be a monolithic suite from a single provider, or a combination of best-in-breed microservices.
• A DXP is becoming more critical for customer-obsessed businesses that strive to deliver a better customer experience (CX).
• A DXP allows better touchpoints with customers across channels, and gives better business control through reliable data and personalisation.
• DXPs allow organisations to build intelligent, and effective architectures.
• DXPs commonly include a CMS (Content Management System), DAM (Digital Asset Management), CRM (Customer Relationship Management), CDP (Customer Data Platform), AI (Artificial Intelligence), BI (Business Intelligence), eCommerce, CEM (Customer Experience Management), and CRO (Conversion Rate Optimization); however there may be several others based on the business needs.
• A CMS is at the core of a DXP.
• Headless CMS have an advantage over Web CMS for a DXP since they are API based.

A Digital Experience Platform, commonly abbreviated to DXP, is an emerging category of software that assists companies in digitizing at a rapid pace, with the ultimate goal of providing a superior Customer Experience (CX), which, to avoid any confusion, is a reason why some sources may use DXP and CXP interchangeably. Oversimplified, DXPs can commonly come in 2 forms:.

A full-stack suite of harmoniously compatible solutions, from a single provider, like the Salesforce Cloud or SAP Commerce Cloud, or A range of products from multiple providers that connect together to create a powerful DXP; such as a combination of products like GraphCMS (CMS), Segment (Data Infrastructure), Mixpanel (Analytics), Airship (Customer Engagement), VWO (A/B Testing), and so on.

In either instance, DXPs aim to solve complex problems for customer-obsessed businesses that organisations struggle with tackling on their own - an exceptional CX.

The emergence of DXPs work hand in hand with the rise of utilizing a new architecture designed around microservices and APIs, that reduce the IT complexity most organisations were victim to. Theoretically, DXPs combine “Content Management” with “Engagement Management”, to allow teams the flexibility of creating omni-channel content, with the reliability of agile workflows, data-driven insights, and consistent user-journeys.

DXPs collect and aggregate customer data across a range of digital channels such as websites, apps, billboards, watches, and so on, enabling companies to maintain and personalise content to their customers across channels.

DXPs aim to grant personalized access to information based on user attributes. By streamlining customer interactions across platforms and coordinating customer data across touchpoints, companies are able to collect stronger analytics to make better business decisions on how their end interfaces impact their business.

Many products, or microservices, within a DXP are functionally different, yet work alongside one another to achieve the goal of customer experience enhancement. For instance, a DXP may include eCommerce, Business Intelligence, NPS, Content Management, and Chat bots. They all may come from the same or different providers, yet work seamlessly together and share aggregated data to create a “Digital Experience Platform”.

There are several benefits that come with integrating a DXP as a whole or in part, the most striking of which is the ability to orchestrate multiple services across multiple channels, into one unified interface - whether on a website, an app, eCommerce systems, or interactive displays. These platforms are similar to, and may have several overlaps to Customer Experience Management (CXM), Enterprise Content Management (ECM), and Web or Headless Content Management Systems (CMS). Since the goal of a DXP is to enhance the CX that a company can provide, these are the key benefits of a DXP: