What is a DXP? Digital Experience Platforms Explained

“A digital experience platform (DXP) offers an integrated suite of technologies to foster meaningful relationships by speaking, listening, and responding to their audiences.”

- Sitecore

Ok, but what does that actually mean? 

Customer Experience Front and Centre

Digital isn’t just websites anymore. Modern customers have much higher expectations than they used to and have come to demand a more relevant, engaging experience online than ever before.

In 2022 and beyond, delivering a truly seamless, multi-channel user experience will be what businesses need to get ahead of the competition.

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 standard 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 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.

Do I need a DXP then?

Not necessarily. A CMS might be the optimal solution for your business, and they are still fundamental in creating digital experiences. However, if digital is at the heart of your business, then you should consider a DXP when defining your digital strategy. Investing in digital really is critical for your future.

As digital strategies continue to evolve, and more and more channels enter the mainstream, having a DXP may be the answer to allowing you to maintain flexibility in the future. Businesses that leverage the power of DXPs today will be able to foster that advantage for the long run.

Let us walk you through how a unified DXP could work for your organisation.