Enter: The DXP
In short, DXPs are designed to help businesses deliver the best possible experiences to their customers via a centralised way of managing the digital customer journey across all touchpoints.
Simply put, by having a unified, powerful tech stack in place, marketers and sales teams can create more meaningful, personalised customer experiences. Happy customer = happy business.
DXP vs. CMS
A traditional CMS (content management system) allows businesses to manage and create content, usually just for websites and applications. Typically, a CMS makes up the back end of a website and pushes content to the front-end which the user then sees. Depending on your use case, a CMS has some limitations, usually offering less omnichannel capability.
A DXP goes one step further in this regard, providing a fully integrated digital experience across all channels and devices.
The digital customer journey has evolved, and businesses should adapt to this.
The Benefits of a DXP
A DXP offers multiple touchpoints that support the customer journey across various digital platforms, offering endless opportunities for richer online experiences. Some of the benefits of a DXP include:
- Omnichannel Experience: Deliver content through multiple touchpoints including mobile, desktop, social media, email and more.
- Seamless Integrations: Connect your platform with best-of-breed applications with native integrations and cutting-edge APIs.
- Better Personalisation: Capture customer data to enrich the digital experience and build better relationships.
- Insight-Driven Decisions: Gather actionable insights and analytics to help make the most informed business decisions.
- Future-Proof: DXPs can grow and scale alongside your business. The flexibility ensures your business can be future proof.
Monolithic vs Composable DXP
A monolithic DXP is somewhat similar to the standard CMS, in that front-end and backend layers are coupled. A composable DXP on the other hand, is a digital experience platform that bridges the gap between the digital experiences of different datasets in an organisation like the customer, users, and employees. It removes the challenges posed by a monolithic DXP, and takes the user experience to a whole other level.