Digital Experience Platform
Gartner defines a digital experience platform (DXP) as “an integrated and cohesive piece of technology designed to enable the composition, management, delivery and optimization of contextualized digital experiences across multiexperience customer journeys.” It’s a good definition. But grasping its significance requires moving a step back. In today’s digital world, organizations stay competitive by building relationships through communication, which requires speaking and listening.
Organizations use content to speak and data to listen. Digital experience platforms offer organizations an integrated suite of tools to foster meaningful relationships by speaking and listening to customers, prospects, partners, employees, and other audiences. Having conversations might sound easy. But in today’s complex world, it’s anything but. It requires not only delivering content to websites, email, mobile apps, customer portals, social platforms, IoT devices, virtual and augmented reality devices, in-store kiosks, digital signage, POS systems, and more; but also connecting the experiences on them.
There are 6.5 connected devices per person today, and most people use multiple devices on their path to purchase. It’s not enough to simply deliver content to each channel – they must coalesce into a consistent, connected, and continuous experience that nurtures people toward a clear outcome. For example, no one wants to get an email advertising a product they just purchased on Instagram. Or to click a link in a promotional email, only to be taken to the company’s homepage instead of the page for the product they’re considering.
Digital experience platforms evolved to meet the challenges of today.
Having conversations might sound easy. But in today’s complex world, it’s anything but. It requires not only delivering content to websites, email, mobile apps, customer portals, social platforms, IoT devices, virtual and augmented reality devices, in-store kiosks, digital signage, POS systems, and more; but also connecting the experiences on them.There are 6.5 connected devices per person today, and most people use multiple devices on their path to purchase. It’s not enough to simply deliver content to each channel – they must coalesce into a consistent, connected, and continuous experience that nurtures people toward a clear outcome.
For example, no one wants to get an email advertising a product they just purchased on Instagram. Or to click a link in a promotional email, only to be taken to the company’s homepage instead of the page for the product they’re considering. Digital experience platforms evolved to meet the challenges of today.
CMS to WEM to DXP
In addition to providing the integrated tools organizations need to speak and listen to their audience, digital experience platforms provide the technology that supports the organizational transformation needed to improve customer experiences. While a digital experience platform is necessary for most organizations’ digital transformation, it isn’t as simple as just purchasing a new solution.
You can begin by tracking experiences across your site, for example, but true digital transformation requires an organizational shift in thinking and doing — connecting silos, building out teams, moving to agile workflows, creating feedback loops to continuously evaluate and respond to customer data cues, and more. By providing the architecture, digital experience platforms help with all of this. They offer a centralized location to collaborate on the development and delivery of experiences across the lifecycle. They provide the infrastructure for collecting and connecting data from every channel. And with intuitive dashboards and machine-learning driven insights and suggestions, they give everyone access to deep customer insight and KPIs to track the process and its results while staying aligned.
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