First thing first, what is a DXP? Gartner defines a Digital Experience Platform (DXP) as an integrated software framework for engaging a broad array of audiences across a broad array of digital touchpoints. This is telling us that a DXP uses various integrated technologies to control different touchpoints. This is happening from one central platform that is in control. The platform is then creating experiences for different audiences. You could say that a DXP is there to help you with creating a better User Experience. But that’s not all, you are also creating business opportunities for yourself. How that works? With a DXP you can anticipate what consumers like and most importantly what they want. So, you can deliver that to them at the precise moment they’re ready to buy. This is all thanks to the DXP and more importantly to the data you are collecting with it.
So, what do you need to choose: a CMS or a DXP? The question is not that easily answered. It all depends on your entire operation. We can say that a CMS is the starting point and that every business should have one, the next level is a DXP. With a CMS you can share content, but with a DXP it goes further than just the content. Businesses now want to share any type of asset across any digital touchpoint. These touchpoints are on the website, but also in brick-and-mortar stores, on billboards, marketplaces, customer portals, social media channels, and more. This is because the digital journey has expanded, more channels are being used, and the customer demands a perfect experience on every channel. With a DXP you can create that, with a CMS you cannot. The thing is that not only the technology has changed, but above all the customer has changed. The customer is used to a lot more than a few years ago. If you do not offer the perfect User Experience you will probably lose customers. Therefore it is extremely important to look at your customer data and use the insights you get from the data. Remember the customer is king, also online.
To fully make use of a DXP a digital transformation is needed. This is because you need to create the best digital experience possible. To do that, you need to change your operations. You have to make sure you create advocacy throughout all levels of management and all levels of the operation. See here how you can create a business case for digital transformation. The entire business is responsible for creating the experience. Now you are maybe thinking: "why should I have a DXP? I can use other tools for creating a better User Experience?" And you are correct, of course, there are other tools and technologies available, but the great advantages of a DXP is that you can control every touchpoint, it connects your business and it is also built on a flexible architecture. In short, a DXP makes it a lot easier to create the experience throughout the entire business and on every touchpoint. If you are wondering what an example is of a DXP then we would say Drupal 9. The release of Drupal 9 truly cements Drupal as a leading open-source digital experience framework, combining all the benefits of open-source software with powerful enterprise capabilities.
Important to remember is that a good experience and therefore a DXP is critical for growing your customer satisfaction and customer loyalty.