What is a Digital Experience Platform (DXP)?
So, a Digital Experience Platform is basically an enhanced classic Web Content Management System (WCMS), right?
Well, not really! Looking at Gartner's definition, we learn the following:
A DXP is a centralized software platform, designed to enable optimal digital experiences to a variety of customers through websites, apps, portals, billboards, kiosks, IoT devices … actually any digital touchpoint.
It requires multiple integrated technologies (API-based) to manage this broad range of customer interaction points. Where the product used to be in the spotlight, now the customer is the star of the show and found firmly at the core of your business objectives. Moving from a product-oriented to a more customer-oriented business is an endeavour that makes many organizations anxious. Usually, they simply don’t have the needed experience to successfully make the transition. After all, it’s no longer good enough to only attract new customers. Onboarding will fail to generate long-term and structural value if it isn’t followed up with building customer satisfaction and customer loyalty.
Origin of the DXP
The Digital Experience Platform originates from three existing enterprise software streams: CMS, digital portals, and e-commerce solutions. As a result, DXP’s can differ substantially from one another, depending on the main software stream they originated from.
DXP from CMS
The strengths of this solution are strong web-based analytics, segmentation, advertising campaigns, and email campaigns. They perform well in B2C scenarios where the sales cycle is short, and the target audience is large.
DXP from Portals
These platforms collect data at customer level, so the emphasis is on personalization. This solution also makes it easier for companies to understand which factors influence the loyalty and retention of their customers.
DXP from E-commerce
The goal of this solution is to ensure that all applications needed to create the ideal digital shopping experience seamlessly integrate with each other.