The Five Main Features of a Modern Digital Experience Platform
There is no well-defined functional scope for a DXP, and there is a mix of approaches on the market. A good starting point for defining the functional scope of a DXP is what the analysts say.
Gartner* defines it as: “A Digital Experience Platform (DXP) is a well-integrated and cohesive set of technologies designed to enable the composition, management, delivery and optimization of contextualized digital experiences across multi-experience customer journeys.”
Forrester takes a slightly different view and defines it thus: “A platform that provides the architectural foundation and modular services for developers and practitioners to create, orchestrate, and optimize digital journeys at scale – to drive loyalty and new commerce outcomes across owned and third-party channels.”
Today we are publishing a new eBook: “The Five Main Features of a Modern Digital Experience Platform ”This eBook describes what we believe is core to a DXP, and covers many of the points above through these features:
1. Content Management
2. Web Management
4. Digital Commerce
We believe that a modern DXP needs to be composable to support your digital transformation with just the relevant modules for your current needs. This composability enables you to upscale and extend your solution at later phases of your transformation and growth.
Naturally, content sits at the core of experience. And customer experience must be at the heart of your strategy. Your brand is the customer experience that you build around your products and services. Therefore, your DXP must enable you to manage all types of content, deliver targeted and personalized content to any channel and create engaging, relevant and rich digital experiences for multiple audiences.
Marketers must have the ability to create and manage multiple websites, in multiple languages, without being dependent on developers. Adam Healey, Head of Digital Projects at Essilor, knows a thing or two about that, technically deploying new country websites in less than two weeks. He says: “Our DXP enabled us to adapt and scale a website that is forever growing, iteratively improving, for every country within our global architecture.”
A crucial aspect of this is content delivery. The markets are notified when new content, new product pages or a campaign landing page are available from the content library; the web masters or product owners can quickly localize this content which is then multi-positioned on a content subtree.
To further optimize the customer experience, businesses need to deliver the most relevant content or product recommendations to their target audience or individual users in real time. A DXP needs to capture users’ preferences and deliver highly relevant content and product recommendations, or present specific content or products based on the user’s IP address, geographic region, browser, or device.
Whether personalization is implicit or explicit, you can gather insight and develop your targeting strategies to further improve customer engagement as well as leverage the data across the business. Done right, you will be rewarded with a tighter relationship with your audiences. Their experiences will be more streamlined and engaging, resulting in higher levels of sales and recurring purchases along with greater customer loyalty.
There are several reasons why your e-commerce module should be native to your DXP. One is that the user experience should be as frictionless as possible for both you and your customers. Another is that all discrete e-commerce solutions focus too narrowly on the sale, and not nearly enough on the origins and aftermath of every purchase: the customer experience.
B2B sales models come with specific requirements that go beyond B2C workflows, with purchasing scenarios varying between industries or even geographies. Make sure your DXP is equal to that task and can deal with complex pricing and product hierarchies and be seamlessly integrated with your existing business systems such as ERP, CRM, and PIM.
Your choice of DXP is in many ways a trade-off between best-of-breed and what should be core to your platform to facilitate development.
If your e-commerce functionalities are built with a different code than the DXP to which they have been integrated, you are introducing pain points in your development projects. You want your own experience to be as frictionless as that of the customers that use your online sales channels.
The other aspect of successful development is the cloud. You want your development team to be able to work independently without affecting the editorial process.
Xavier Gallego, Head of IT and Digital Projects at Visit Andorra, attests to this: “Normally we have more than one project rolling, sometimes we have four or five developers working on different projects. With cloud hosting it is easy to have different versions, to create a branch of the development and to merge this branch, to send links, to test different things with the Andorra teams. And to deploy whenever we like.”
The future belongs to composable architectures and solutions
With COVID-19 making us all reassess and refine our future business, your DXP needs to be adaptable, synchronizing and orchestrating content, e-commerce and personalization to create a 360° customer experience. In implementing a DXP that is agile, modular, and designed for innovation, you can accelerate your digitalization and ensure that your business prospers.
Click on the link below to download the eBook “The Five Main Features of a Modern Digital Experience Platform”
*Gartner, Magic Quadrant for Digital Experience Platforms, Irina Guseva, et al, 26 January 2021