Digital Experience Platforms (DXP)

Best Digital Experience Platforms (DXP) include:

Crownpeak DXM, Kentico Xperience, Progress Sitefinity, Adobe Experience Manager, Salesforce Community Cloud, and Whatfix.

Digital Experience Platforms (DXP) TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.

Digital Experience Platforms (DXP) Overview

What are Digital Experience Platforms (DXP)

Digital Experience Platforms (DXP) allow users to control and optimize their customers’ digital experiences across all potential touchpoints. Typically, vendors in this space offer a portfolio of integrable products, or (less commonly) one suite solution to manage digital experiences. DXPs collect and aggregate customer data across a range of digital channels. This enables companies to build, maintain, and personalize the content available to its customers.

Many products in this category are functionally very different, even though they may all contribute to managing digital experience. For example, a DXP may include individual e-commerce, business intelligence, marketing, data analytics and management, content management, and customer experience products. These functionally specific products are also included in this category. Additionally, DXP suites from different vendors do not always contain the same components. This can make it difficult to directly compare these products with one another, even though they each address a part of digital customer experience.

For enterprises, it may be convenient to categorize and compare products with functionally different components within the context of a DXP. This can help companies integrate their digital experience management strategy.

DXP Benefits

One key benefit of DXPs is the ability to access and coordinate different products across multiple interaction channels through one unified interface. These channels can include websites, customer portals, e-commerce systems, and mobile apps.

The core functions of digital experience platforms include:

  • Granting individuals personalized access to information based on their user credentials

  • Streamlining customer interactions across channels to provide a consistent experience

  • Coordinating and collecting customer data across all touchpoints using APIs

  • Conducting web-based analytics on customer data

  • Securing and storing customer data collected across multiple digital channels

These platforms are similar to and may have overlapping capabilities with a few other software categories. These include: customer experience management (CXM), enterprise content management (ECM) products, and more advanced content management systems (CMS).

However, the goal of CXM products is to improve customers’ experience using feedback and customer data. In contrast, DXP products aim to streamline, coordinate, and personalize the presentation of content to users across multiple interaction channels. CXMs may also involve serving personalized content and experiences, but for the purpose of customer satisfaction and retention. DXPs are more focused on integration, presenting a unified brand face to customers, and giving marketers more strategic control over personalization.

ECM software is focused on maintaining the internal company ecosystem by capturing, storing, and managing structured and unstructured data and content. In a similar vein, DXP products also aim to streamline processes. However, they manage external-facing digital experiences (i.e. customer’ and prospects’) rather than employees’. DXP use cases expand beyond optimizing internal functions, site development, and data management to include providing a better customer-interface.

Evolution of Digital Customer Experience Software

Digital experience platforms are the next evolution of content management systems (CMS) combined with elements of CXM.

Content management systems have traditionally focused on managing the creation and presentation/layout of customer-facing web content. They are commonly used for blogs, news sites, e-commerce and corporate websites, and company intranets. CMS software is still a good option for buyers who deliver and manage content primarily through web channels.

Currently, many companies are reinventing the way they do business to make it more customer-oriented. Digital channels such as web, mobile, e-commerce, and social media have become very popular customer interaction channels. Consumer expectations are higher than ever, regarding the degree of consistency, integration, and personalization brands should be able to provide. And CMS products typically do not include the tools necessary to manage customer experiences across all these communication mediums.

DXPs have emerged as an enterprise level solution to optimize and organize a customer’s experience across multiple interaction channels - not just on their websites. These software suites also include products that can process and analyze customer data to facilitate content personalization and presentation.

Related Software Categories

Besides CXM software, digital experience platforms are closely related to three legacy categories.

One thing to note is that a hallmark of many emerging DXP software suites are their strong integration capabilities. Thus, though the DXP heritage categories below are somewhat functionality specific, most suites offer products that address each of these areas.

1. Content Management Systems (CMS):

These type of DXPs may be better suited for marketing or creative departments that focus on short-term customer acquisition. Key features include strong user segmentation for larger audiences, web-based analytics, and content management for advertising and email campaigns.

Examples of DXPs that have developed out of CMS products are: Adobe Experience Manager, Sitecore Web Content Management, and Kentico Web Content Management.

2. Ecommerce Platforms:

DXPs typically include commerce functionality or integrate with ecommerce platforms, however, they serve a much wider range of purposes. Ecommerce style DXPs are often used in retail environments to personalize the presentation of content for shoppers. They may integrate with other functionally specific products such as inventory management, payment, shopping cart, and check-out and fulfillment software.

Examples of DXPs that have been developed by ecommerce providers are: SAP Hybris, Salesforce Commerce Cloud, and Magento Commerce Cloud.

3. Web Portal Software:

DXPs derivative of portal software may be better suited for cultivating long-term relationships with customers post-sale. Customer portals can collect highly personalized information specific to individual customers (including content for product promotion). This helps companies understand the factors contributing to customer satisfaction, loyalty, and renewal.

Examples of DXPs emerging from the web portal space are: Liferay Digital Experience Platform and Jahia.

Digital Experience Platforms Features & Capabilities

These are some of the common capabilities offered by many DXP products. However, this is not an exhaustive list and may not be standard for all vendors in this space.

  • Content management

  • Content personalization and A/B testing

  • Content classification

  • Content search and discovery

  • Collaboration

  • Social media

  • Integrations (e.g. CRM, HR management, marketing automation, third-party CMS applications, e-commerce systems, and social media platforms)

  • Content aggregation

  • Customer/user data management

  • Analytics and optimization

  • Security administration

  • Cloud enablement

Pricing Information

Vendors that offer software suites with a range of different products to manage digital experience typically price products individually rather than as one large suite bundle. Individual products may either have a one time or annual licensing fee, or be charged a monthly subscription fee. Since these are large enterprise investments, most prices are not advertised on vendor websites but are available upon request.

Digital Experience Products

(1-25 of 26) Sorted by Most Reviews

Progress Sitefinity
57 ratings
172 reviews
Progress Sitefinity is a content management and customer analytics platform. It supports content management, tailored marketing, multi-channel management, and ecommerce sites.
Kentico Xperience
40 ratings
44 reviews
Kentico is a web content management system for building websites, online stores, intranets, and Web 2.0 community sites. Kentico CMS uses ASP.NET and Microsoft SQL Server for development via its Portal Engine, using Visual Studio, or through Microsoft MVC.
Salesforce Community Cloud
203 ratings
41 reviews
Top Rated
Community Cloud is an online forum powered by Salesforce that enables businesses to connect with their employees, customers, partner organizations, and prospects. Designed to help facilitate communication and information sharing, customers can ask questions and request help, administrators can integ…
Adobe Target
93 ratings
32 reviews
Adobe Test and Target is an A/B, multi-variate testing platform which Adobe acquired as part of the Omniture platform in 2009. It is now part of the Adobe Marketing Cloud. It offers tight integration with Adobe analytics and content management products.
Adobe Experience Manager
148 ratings
31 reviews
Adobe Experience Manager is a combined web content management system and digital asset management system. The combined applications of Adobe Experience Manager Sites and Adobe Experience Manager Assets is offered by the vendor as an end-to-end solution for managing and delivering marketing content.
SDL Tridion
22 ratings
18 reviews
SDL Tridion aims to connect people, processes, and information through a complete portfolio of collaborative Content Management, Knowledge Management and Headless delivery technologies. Combine with Accelerators for fast time-to-value and SDL Translation Management solutions for global reach. Its ke…
Acquia Drupal Cloud
28 ratings
17 reviews
Acquia Drupal Cloud is a digital experience and content management platform that supports Drupal-based development tools, hosting services, site building, CDN and web security. The vendor says that global organizations uses the Acquia Drupal Cloud to unify content, community, and commerce. Additio…
Crownpeak DXM
17 ratings
17 reviews
Top Rated
CrownPeak is one of the best-known providers of an Enterprise-level CMS delivered via the cloud. It is used by many large agencies as well as companies in the financial services, healthcare, manufacturing and non-profit sectors.
Adobe Audience Manager
42 ratings
15 reviews
Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.
Jahia Digital Experience Platform
7 ratings
13 reviews
Jahia is a Java-based enterprise content management system. It features an integrated user portal, web publishing and content management, document management, collaboration, and multi-channel publishing.
HCL Digital Experience (formerly IBM WebSphere Portal & Web Content Manager)
18 ratings
10 reviews
HCL Digital Experience is based on the former IBM Web Content Manager and IBM WebSphere Portal products, acquired by HCL Technologies from IBM in late 2018. The product allows the user to create, manage and deliver engaging omnichannel digital experiences to audiences with responsive content, target…
Salesforce Audience Studio (formerly Salesforce DMP)
18 ratings
7 reviews
Formerly Salesforce DMP, Audience Studio is designed to help users gain insights by unifying and capturing data to strengthen customer relationships across every touchpoint with a data management platform. The technology is based on the former Krux DMP acquired by Salesforce in 2016.
4 ratings
7 reviews
Whatfix is a SaaS-based platform that enables businesses to create real-time interactive guides on their application. Whatfix can be integrated with ease across all user touch-points inside any platform across the web and desktop. Whatfix helps businesses with:Simplifying User Onboarding Making Em…
13 ratings
5 reviews
Magnolia is a digital business platform with a CMS at its core. The vendor’s value proposition is that its unique open suite approach allows organizations to go to market fast, adapt quickly to changing business priorities and integrate easily with third party systems. This enables them to create ou…
Bloomreach Experience (brX)
3 ratings
2 reviews
Bloomreach Experience (brX) is a digital experience management suite, a headless experience cloud for commerce to deliver connected experiences, with tools to make each site visitor interaction personalized and relevant.
Liferay Digital Experience Platform (DXP)
26 ratings
2 reviews
Liferay Digital Experience Platform is an enterprise-grade platform that enables companies to create and connect personalized digital experiences across web, mobile, social, in store and other touchpoints. It provides the technical foundation (deep integration, security and modularity) for a digital…
Altis DXP
Human Made headquartered in Matlock is a Wordpress development agency which now offers Altis, a digital experience platform designed to combine CMS and CX functionality.
Intelledox is a digital experience and transaction management application providing digitization of forms and customer workflow automation to support faster customer onboarding and servicing, from the company of the same name headquartered in McKinney.
HotWax Commerce
HotWax Commerce enables retailers to run their online and in-store businesses on one unified cloud. HotWax Commerce is an omnichannel-as-a-service solution that delivers integrated mobile commerce, Distributed OMS, and mobile POS. The Solutions Suite includes omnichannel & mobile website, click…
Piano ESP
Piano ESP is a digital experience tool focusing on personalization, automating the process of delivering personalized and relevant content recommendations across touchpoints including sites and apps, as well as email campaigns and newsletters tailored to the individual user — even down to the right …
Glassbox helps organizations make their customer’s digital experience intuitive and safe. The vendor says it does this by capturing 100% of activity on mobile apps and websites and visualizing a holistic journey map. Using embedded AI Glassbox points to where CX is being compromised, the reasons beh…
Impiger Technologies offers the vFurnish platform to enables home furnishing manufacturer and retailers to provide modern digital experience whether in-store, web, and mobile for customers and sales representatives by optimizing their existing technology and blending it with emerging technology.
Centralpoint is a Digital Experience Platform (DXP) available either On Premise or Cloud. The vendor states it offers over 220 out of the box functions to manage the entire digital enterprise, in whole or in part, microsites, Mobile, Document Management, MDM (auto apply metadata based on the content…
Contentsquare's eponymous digital experience analytics platform tracks and visualizes digital behaviors, and delivers recommendations that they state can be used to grow revenue, increase loyalty and fuel innovation. These include customer journey analytics through websites, zone-based heatmaps, as …