(updated october 2022)
The best digital experiences have set the bar for all digital experiences:
When searching for a specific product, having an intuitive search experience with filters tailored to your needs and recommending exactly the results you were expecting to see. Booking a restaurant and it get's added automatically to your calendar with the right location. The ability to reach out to your city or municipality at any point during the day or night and being able to start an application or see the status of your request.
A Digital Experience Platform (DXP) can help you offer your visitors a relevant, personal and compelling brand experience. Dropsolid makes this powerful technology accessible for any enterprise, government and organization.
In this post we explain:
What is a DXP?
Gartner defines a Digital Experience Platform or DXP as an integrated and cohesive piece of technology for engaging with multiple audiences across a broad array of digital touchpoints.
Organizations use DXPs to build, manage, deploy and continually optimize their contextualized digital experiences across multiple channels, such as websites, portals and mobile apps.
Still with us? Possibly not - and that’s perfectly understandable. It’s quite impossible to capture everything a brand needs to build its digital experience in two sentences.
We will elaborate on the benefits of a DXP and the difference with a CMS.
DXP connects IT, Business and Marketing
A DXP is not the only tool you need to build cutting-edge, personalized digital experiences. You also require marketing tools, customer service solutions, a CRM, and the freedom to choose other point solutions (to address specific business issues) that fit your business needs.
The DXP sits at the center of these, using APIs to aggregate and orchestrate data to determine the best experience for every visitor.
Marketing, sales and service departments can benefit from the aggregated customer data in the Customer Data Platform (CDP) component of the DXP. They can manage and personalize content, forms and customer journeys from a central hub.
As your business digitally matures, you can gradually add new components, tools and features. A benefit of an Open (Source) DXP is that your IT team or integrator remains in control of the platform at all times, allowing them to easily create and connect new components.
Reliable, extensible and scalable at lower TCO
A central platform to manage all your digital channels will benefit security and performance. It will decrease technical debt. A DXP enables you to scale in multiple ways: adding new channels, markets, audiences and languages over time.
What is the difference between DXP and CMS?
You can see a DXP as a natural CMS (r)evolution.
People expect to interact with brands and organizations across any digital channel or device. To engage with all your stakeholders in the digital era, just a website is no longer enough. You might also need a portal, multiple websites or an app. Your visitors expect to reach out to you via email, whatsapp or chat at any time of day. They expect to find what they are looking for in a consistent experience, regardless of the channel they prefer to use.
Are you still convinced you can engage every visitor with a one-to-many website?
Create once, publish everywhere
A CMS is a basic system that allows businesses to manage and publish content on their websites or customer portals using different layout templates. With the mass proliferation of different digital devices, screen sizes and channels, content management across all these channels becomes increasingly complex. A DXP bypasses the inherent limitations of a CMS by enabling a brand to centrally produce digital content and publish it across a wide range of digital channels, including websites, customer portals, apps, in-store displays and IoT devices.
A DXP with headless capabilities even distributes content-as-a-service - typically over APIs -, making it even easier to reuse and publish content across different channels, using different front-end frameworks and formats.
Customer experience spans the entire business
CX is not only a marketing concern - your entire business is responsible. Not only does acquisition happen digitally, but the digital customer journey continues post-acquisition in customer service, renewals and upsell. Satisfaction and loyalty become key metrics, and multiple parts of the business are involved.
Different systems are used by different departments. For the CX to remain consistent throughout the entire journey, these back-end systems need to integrate. This requires a robust framework.
Why should your DXP be open?
Just as every business needs a website, every organization now needs an Open DXP. This is the only way to facilitate seamless orchestration of digital experiences across all channels at scale.
But what does Open really mean?
98% of developers use open-source software because it evolves faster and is more reliable.
An Open Culture thrives on collaboration, partnerships, shared innovation and contribution for mutual success.
Overcome data silos and make all relevant data available where you need it.
An open platform is built for extensibility by using integrations and open APIs.
Hosted in the cloud, on premise or in a hybrid cloud model.
How to get started?
Compelling digital experiences are not built overnight. They require a company-wide digital (transformation) strategy. Here are the five steps any business needs to take:
1 - Touchpoints and content
Start from your existing digital touchpoints and create a content plan to drive more engagement from your visitors.
2 - Capture behavior
Start capturing behavioural data and get more insights into your visitors.
3 - Relevant segments
Bring all relevant audience data together to create valuable segments to target with different messages and content.
4 - Use the power of data
Use all that newly gained insights to run some experiments in content personalization and customer journeys.
5 - Analyse and enhance
Keep going. The best customer experiences are not built overnight. Learn from your experiments and continue to make things better. Gradually add more features and functions to your digital platforms.
Ready for some action?
Are you ready to get your digital experience to the next level? We can help you get started.