Digital Experience Platforms (DXP) Definition and Meaning
Abbreviated as DXP, a digital experience platform is an integrated software framework meant to engage a broad array of players in the broad array of digital touchpoints. Most organizations deploy DXPs to improve their websites, portals, mobile applications, and other digital experiences. From this definition, DXPs may not be as clear as you may want to understand them. However, organizations need one central platform responsible for controlling the wide span of its touchpoints. This central platform for the expanded experience for an organization is the so-called digital experience platform.
Background of Digital Experience Platforms
The technology behind digital experience platforms has evolved over the years due to the increased venture of the digital space by both customers and workers. The predecessor platforms that were DXP equivalents included CMS. A content management system is a basic system that was used to organize content, data, and images for enterprises. Digital experience platforms soon took over due to the various challenges that CMS introduced, such as the introduction of silos in organizations.
WEM (Web Experience Management) came soon after. These were platforms that helped leverage the web technologies and also integrate them with the existing enterprise systems. WEM brought about centralization, providing a better way of doing content management. These two early technologies gave rise to digital experience platforms, which combined the power of WEM and the benefits of other open platforms to reduce the complexity of IT.
Why Does an Enterprise Need a DXP?
Enterprises will often come across customers’ need to have a single platform between their various platforms such as websites, apps, and even social media platforms. They want content that is unified for both the internal and external experiences. Digital experience platforms are crucial in the ongoing transition from the Web-oriented platforms to the digital platforms. Digital experience platforms offer comprehensive capabilities as they move from the Web-only platforms to the digital experiences.
Considerations to Make When Choosing a DXP
The critical question to ask yourself when selecting a digital experience platform is: Will the DXP put me on the path to better customer experience? The first consideration you have to make is your enterprise’s technology stack or architecture. What technologies are you using to reach your customers? If these questions are not clear to you, it is essential that you create a defined customer journey map. Doing this will help you know how to deliver digital experiences to your customers best.
After deciding on using a DXP, it is important that you measure its integrity. Let’s go through the integration standards of a digital experience platform briefly:
- Check whether the DXP is rationalized and integrated
- Check whether it overlaps another product
- Check its analytics and web content management to verify its integration
Benefits of Digital Experience Platforms to Enterprises
As evaluated, digital experience platforms go a step further than content management systems. Well, they do more than just creating an omnichannel customer experience for an enterprise. But how exactly do they help in the growth of enterprises?
The most effective digital experience platforms are engineered with the chief objective of building meaningful relationships with customers in their entire lifecycle.
Organizing Omnichannel Experiences
Another crucial goal for any digital experience platform is to deliver content to various devices such as mobile phones, IoT devices, desktops, social media platforms, emails, and more.
As earlier mentioned, it is important that these platforms integrate with existing and new systems and data. Through this integration, content can be optimized to suit the specific customer needs.
These platforms also help enterprises grow by helping address customer needs at the various points of their customer journey, from awareness to the long-term customer.
For enterprises that are seeking to meet the ever-changing customer needs, digital experience platforms will soon be necessities. The bright part is that a digital experience will create a customer experience that is united across various devices and platforms. What’s more, all this will be achieved without the confusion of a complex management process.