Digital Experience Platforms (DXP)
Digital Experience Platforms 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.
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.
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.
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.
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.
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 personalization and A/B testing
Content search and discovery
Integrations (e.g. CRM, HR management, marketing automation, third-party CMS applications, e-commerce systems, and social media platforms)
Customer/user data management
Analytics and optimization
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
Progress Sitefinity is a content management and customer analytics platform. Progress Software acquired the product from Telerik.
Kentico’s product line includes Kentico EMS, the all-in-one CMS, E-commerce, and Online Marketing platform, and Kentico Cloud, the comprehensive cloud-first headless CMS and digital experience platform.Kentico EMS’s rich selection of out-of-the-box web parts, easy customizations, and open API...
Maxymiser is a NYC-based company offering website optimization tools. The company offers strong professional services in addition to a technology platform. Maxymiser competes with Adobe Test and Target, SiteSpect, Optimizely, and Webtrends Optimize.
Magento is an open-source ecommerce content management solution originally developed by Varien Inc. While the Magento Open Source (formerly Community Edition) is for developers and tech-savvy merchants, the small business and mid-enterprise level solutions offer cloud services and integrations with...
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.
SiteCore Web Content Management is an enterprise-grade CMS competing with Oracle WebCenter, IBM Web Content Manager and Adobe.
Adobe Experience Manager is a combined web content management system (WCMS) and digital asset management (DAM) system from Adobe designed to help businesses manage their marketing and web presence, and track customer data to optimize the visitor experience and conversion. The combined applications...
Salesforce Commerce Cloud (formerly called Demandware) is a cloud-based eCommerce solution that touts flexibility and scalability for enterprises. It features merchanding tools, such as sorting, filtering, image zooming, and more, allowing customers to browse products with confidence and control....
The vendor says that global organizations use Acquia Platform to unify content, community, and commerce. Additionally, the vendor says that users can deploy and manage one or several sites without compromising brand or creating governance chaos. The vendor’s value proposition is that through its...
Magento is an open-source ecommerce content management solution originally developed by Varien Inc and presently owned by eBay. The Open Source product (formerly known as Community Edition) is for developers and tech-savvy merchants that is available as a free download, and is supported with free...
hybris, an SAP Company, helps businesses around the globe sell more goods, services and digital content through every touchpoint, channel and device through their multichannel ecommerce and order management solution, available as a SaaS or on-premise.
Oracle Content Marketing (part of the Oracle Marketing Cloud, and formerly known as Compendium) is a content marketing solution that is designed to make it easy to create and distribute compelling content across multiple channels to a targeted audience. This solution enables users to plan, produce,...
Jahia is a Java-based Enterprise Content Management System from Jahia Solutions headquartered in Switzerland. It features an integrated portal, web publishing and content management, document management, collaboration and multi-channel publishing as well as compatibility with all major IT...
Oracle Commerce Cloud offers a responsive commerce experience for both B2C and B2B. Capabilities include AI-driven personalization, pixel-perfect drag-and-drop experience management, and multi-variant testing, all with the aim of helping businesses deliver "amazing omnichannel experiences." The...
Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.
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.
Hippo is an open-source Java based content management system, available under the ASL 2.0, though many modules are only available under a commercial license. The product was acquired by BloomReach in late 2016 and is offered and maintained by BloomReach.
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...