What is DXP (Digital Experience Platform) and Why Do We Use It
DXP is a software solution whose mission is to manage, optimize and deliver the user experience across all the digital sources we use. The digital experience platform is designed as a central platform that can manage a wide range of different touchpoints. We can present it as a strategic investment that helps companies improve their business, keep up with the rapid growth of the digital marketplace, and keep users happy with the personalized experience they receive.
DXP Evolution (and what we had to experience to get to the DXP)
What we need to know about Content Management Systems (CMS)
CMS was built to create, edit, modify, reuse and publish written and visual content. This software platform was made to allow their users to collaborate on the same content simultaneously without disturbing each other.
It has separate content from the presentation layer. The content management system provides the possibility of independent editing and maintenance of the site without any knowledge of technologies for creating websites.
However, CMS also has a lot of disadvantages. Customers needed more flexibility and easier integration. Also, one of the main problems with CMS is the impossibility of personalization.
Web Experience Management (WEM)
As CMS had its limitations, we got WEM systems, which provided companies with the possibility of personalization. Suddenly, users could collect data on customer behavior, define personas and create unique content for the target audience.
WEM provided the ability to share the entire personalized experience across channels. Also, WEM was built as a stand-alone marketing system and was difficult to connect and integrate with the rest of the company's technology. In the end, WEM systems were designed for marketing departments, and their biggest disadvantage was that they were difficult to integrate with the rest of the organization.
What DXP brought to the table?
DXP provided a fully integrated digital experience across all channels and devices throughout the customer journey.
The digital experience platform had the benefits everybody valued - it maintained a consistent digital experience across all digital platforms. This software platform communicated with many consumers through various touch points. The content was created once, and no one had to worry about adapting it for mobile devices, the web, ads, etc.
Let’s not be confused: What is not a DXP
The most important components of DXP are:
Headless content management system
Headless CMS provides content that is required for the operation of other services within DXP. A Content management system is the core of DXP; it is efficient because it provides all content to other services via API. CMS manages all aspects of digital content and online organization - creating, producing, storing, and modifying digital content.
Customer data platform (CDP)
Companies today offer the possibility of collecting data about customers and their behavior. With the help of this information, companies can create and customize personalized user experiences. The customer data platform collects data, processes it, and creates individual user profiles.
CDP and DXP have adapted their architecture to synchronize easier with other platforms and applications. DXP platforms that store customer data can unify all collected information in order to communicate more efficiently and consistently with customers.
Omnichannel marketing
Omnichannel experiences enable companies to communicate across multiple channels and devices with target audiences. This makes it easier for users to reach certain brands.
This marketing approach aims to fulfill all the wishes of the user at every touch point and provide a credible experience on all channels. Omnichannel marketing helps create a positive experience for the customer and builds a brand reputation for the company.
AI and Analytics
With artificial intelligence, personalization is carried out in a very detailed way. Searches based on text analysis have also been improved. AI gives access to a huge amount of data and helps companies better understand customers' data and create content for each individual.
Artificial intelligence can suggest new content based on data analysis. AI enables more efficient analytics, one of the essential components of any DXP. Analytics aggregates data from many channels based on which it creates user profiles.
Digital experience platforms and digital transformation
Companies go through digital transformation to achieve their goals and raise their business to a higher level. Companies that are not ready to adapt will hardly survive in the new digital system, and we're all aware of that. Technology is advancing at breakneck speed, and previous advertising and business methods are becoming obsolete.
The process of digital transformation is more challenging than it seems. User expectations constantly change, and digital transformation must be flexible enough to ensure customer satisfaction. Many companies rely on digital experience platforms, which with the help of new strategies and experiments maintain the growth and development of the brand.
DXP has become an excellent software for going through digital transformation. The digital experience platform creates a unique and personalized user experience on mobile devices, applications, social networks, and even on home appliance displays.
It helps companies gain complete insight into user behavior and create a high-quality digital experience based on that. DXP enables greater control of digital touchpoints and offers flexibility in terms of business strategy. It can be said that DXP is the path to digital maturity, not just well-integrated software.
Benefits of DXP
If they fall behind for a moment, they leave an open passage for faster and more durable competitors. The digital experience platform frees companies from the pressures they face, giving them significant advantages:
Flexibility and integration
When you use multiple platforms, you have to upgrade them often, which can sometimes cost a lot. However, DXP offers flexibility and the ability to integrate, which helps keep costs down. Integrating multiple software tools replaces the hassle of upgrading one by one.
DXP's ease of use allows you to focus on the user experience. If you want a new tool or software, you can easily add it to the digital experience platform.
Personalisation
To run a successful business, you need to understand your users. You need to research their needs and the problems they face during their digital journey. DXP has a data analytic tool that provides better insight into user behavior. With this tool, you will quickly see where you need more user support. Guided by this, you can create outstanding and personalized user experiences.
Customer-centric view
By tracking customers' interactions and analyzing that information, you can make significant changes to customer experiences. This information includes social media activity, transaction data, and demographic data. DXP combines this information and creates a comprehensive view of users. With insight into user behavior and using this data, you improve the quality of the personalized experience.
Better touchpoints
To run a successful business, you need to understand your users. You need to research their needs and the problems they face during their digital journey. DXP has a data analytic tool that provides better insight into user behavior. With this tool, you will quickly see where you need more user support. Guided by this, you can create outstanding and personalized user experiences.
Who needs DXP
The usefulness of DXP depends on your business requirements and the needs of your users. You should consider a digital experience platform if:
- You do business online
- You want to strengthen the relationship with users
- You have a diverse audience
- You need high-volume personalization
- You want to increase employee productivity
- You need a consistent experience across multiple channels
Personalisation is key
When customers have a great experience with a company, they will keep coming back and wanting to do business with it.
When customers have a great experience with a company, they will keep coming back and wanting to do business with it. DXP has become essential for companies that want to beat any competition that comes their way. This software is easy to use and currently the best way to stay in the game. The product as a product is usually not necessary, but the experience that comes with it ALSO counts.
The conclusion is - companies should turn to digital experience platforms. With improved collaboration and the ability to track users and collect data, they can do much more for their business.
DXP for you?
If you think that your online business is ready to grow into DXP, let us know. Let's create the best strategy today!
Susann Höpel
Consultant Digital Projects
