The last thing the web content management space needs is another acronym, but DXP is one that goes beyond just a trendy buzzword. DXP stands for Digital Experience Platform, and it is now considered a permanent part of the web content management landscape.
This article looks at exactly what DXP is and how it compares with traditional Content Management Systems and how Digital Experience Platforms are transforming customer experiences.
What Is a Digital Experience Platform?
People's evolution from traditional consumers to digital consumers has increased customers’ demands and set higher standards for businesses of all types. Consumers want highly personalized, consistent, and seamless digital experiences with brands and companies across all potential touchpoints, 24/7.
The digital customer experience has also transformed. It is not only about acquiring users via digital channels but also about meeting and exceeding their needs and fostering long-term relationships. To accomplish this, companies should focus on UI improvements, mobile responsiveness, high-quality content, and real-time data delivery.
With all of this transformation, there was a clear need for a software solution that is able to manage multiple tasks.
A Digital Experience Platform (DXP) is advanced enterprise-level software that organizes and optimizes user experiences across all digital channels (websites, mobile, social media). It also collects, processes, and analyzes data for business purposes. Typically, businesses perform these tasks using separate software solutions, which is inefficient, inconvenient, and costly.
DXP integrates a set of technologies, like CMS, web portals, eCommerce, marketing, and SEO, and works as a single combined product for streamlined digital experience management. This smart integration provides superb customer personalization across all channels.
The Evolution Of DXP From Other Systems
The rise of DXP technology is driven by the push to make businesses more customer-oriented. DXP didn’t appear out of thin air — it’s rooted in related software solutions like content management systems, web portals and eCommerce platforms.
CMS Features
- User segmentation
- Data analytics
- Content management
- Marketing campaigns
Web Portal Features
- Secure access to specific content
- Personalized customer profiles
- User data collection and analysis
Commerce Features
- Comprehensive product listings
- Inventory management
- Intuitive shopping cart and checkout
- Multiple payment options
The big difference between a DXP and other kinds of management software is its strong integration capability and the ability to address issues in several areas all at the same time.
DXP Capabilities
- Organizing omnichannel experiences
- Building strong custom relationships
- Content management
- Content personalization
- Sales and marketing management
- Data collection and analysis
- A/B testing
- Third-party system integration
- Customer support
Digital Experience Platform Benefits
Let’s take a look at the benefits DXPs offer for your business and how you can get an edge over your competitors by taking advantage of this platform.
Central Control Center
Centralizing key business components on one platform allows for holistic control over all related activities. Imagine a scenario where you need to track user behavior across multiple touchpoints, then analyze the data collected and serve up relevant content, all while providing customer support. If all these tasks are done in various software solutions, the task becomes outrageously complicated and likely quite expensive.
With DXPs, you don’t have to switch between software solutions to accomplish multiple tasks. A single control center gives you complete command over your company’s activities and results in a customer-centric approach of doing business.
Improved Employee Productivity
A DXP positively affects the working processes within your business, which leads to improved internal productivity. Here are the reasons:
- Employees can access necessary information whenever they need it
- Silos between departments are eliminated
- Better communication and collaboration boosts efficiency
Another valuable DXP feature is customization. Your team can easily change settings and upgrade tools as needed to meet their requirements. Flexibility means better results and improvements in productivity.
Data-Based Decision Making
In-depth data analysis is one of the core DXP functions. It lays the groundwork for well-informed decisions that can drive business development. Getting information is only half the battle. With DXP, it is much easier to turn data into action and better understand your customers, so you are making the right business decisions at the right time.
Long-Term Cost-Effectiveness
DXPs are not a cheap software solution. However, vastly improved results in the long run — like increased customer loyalty with improved sales — can more than offset the initial costs.
A digital experience platform allows you to create a customer experience that is united across multiple devices and platforms, without a complex and confusing management process on your end. Proviso can help build a DXP into your company’s digital strategy.