What is a DXP and Why Does It Matter?

Jenna Rodrigues
October 5, 2021

You’re a football fan and you decide to watch a soccer game on your preferred sports app. Your team scores and there’s a huge celebration. Within seconds, you get a pop-up with offers to buy a jersey that matches your favorite player’s number, watch the highlights online, and purchase tickets to attend an upcoming game.

Now that is what is known as an eminent digital experience where businesses plug into and connect with you on a personal level. This is facilitated by a Digital Experience Platform (DXP), an upcoming category of solutions, which can anticipate and deliver what customers want.

In this post, we explore what a DXP is and how it can help marketers and business owners alike to transform customer experiences in real-time.

What is a Digital Experience Platform (DXP)?

According to Gartner, the Digital Experience Platform (DXP) is an integrated and cohesive set of technologies designed to engage a wide array of audiences and deliver consistent, secure, and personalized access to information across a broad array of digital touchpoints.

Simply put, DXP is an emerging category of software solution that tracks a customer’s journey, encompassing their behaviors, activities, interactions, and localities during the entire purchase cycle. It then delivers highly personalized content and customer experiences to match the customer’s needs and preferences.

Organizations harness the power of DXP to digitize business operations, deliver exceptional customer experiences, and gather actionable customer insights.

Why Does DXP Matter?

There are a couple of reasons why big brands seem to be switching to DXPs to take care of their current and future roadmaps. Here are some more specific reasons why DXPs are important to businesses.

More Control Over Every Touchpoint

The number of digital touchpoints you have to manage has grown rapidly. Not only do you have to attend to each touchpoint, but you also have to provide a consistent experience.

DXPs allow businesses to deliver information and content during different touchpoints across a wide array of platforms. Using DXP, you can use and publish information across multiple websites, customer portals, mobile environments, voice assistants, chatbots, kiosks, and other digital touchpoints of your choice. Simply update it once, and it will be updated everywhere. This is important because businesses will be required to provide excellent customer experiences consistently no matter where they go.

Integration Business Controls

Thanks to APIs’ central technology, DXPs offer enviable ease of integration with new and existing data to optimize content based on the customer’s needs. With the flexibility of APIs, digital experience platforms can gather and organize all relevant data to deliver the correct content and experiences at every consumer touchpoint. As a result, businesses gain more control and can enhance interactions with customers and improve their overall experience.

Personalization

With the integration of advanced data analytics and microservices, DXPs enable teams to analyze, track, and conduct research before rolling out a product. They also help to monitor customer behaviors and adapt to them automatically to provide relevant and personalized customer experiences. This type of personalization is extremely important in retaining consumer loyalty and allows brands to deliver the right information at the crucial moment to enable the customer to make the purchase.

A Flexible Architecture

The flexibility and dynamic nature of the DXP’s structure is what makes it function so well. This is made possible by the microservice setup that enables the continuous delivery of complex apps. This means that the back-end is decoupled from the front-end presentation so that developers and marketers can work independently and make the critical changes and enhancements to the software without interfering with the other parts of the site.

Scalability

Having a central platform that is customizable and moldable will help improve performance and security. Since DXP uses microservices to create cloud-based digital experiences, brands stand to enjoy more reliable performance.

A DXP also enables you to scale in different ways including adding new channels, marketing, and improving the audience experience over time. The best part is that you don’t have to worry about the high cost of scaling servers up or down when the user demands or business model changes.

To Sum It Up

It’s a digital world now, and there’s no turning back!

DXP is the centerpiece of the customer experience and execution of the digital experience strategy. Your brand needs to be able to easily tailor and scale the customer experience across different channels. That’s where a DXP beats a CMS. It allows you to create and monitor all the different streams of data and information you want to deliver — all while ensuring messages are delivered on time based on real-time consumer feedback.

So, are you ready to take your digital experience to the next level? Our experts can help you get started! Schedule a free consultation today.

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