When it comes to DXP, many of those responsible for digitization still have question marks in their minds. What does the acronym stand for? What can a DXP do? And when should you use them? We will help, answer the most important questions and show how digitization can be successful with the help of a DXP.
We admit it – the abbreviation DXP and the meaning behind it “Digital Experience Platform” are a bit unwieldy. Nevertheless, behind the DXP there is a key technology for successful digitization projects! Therefore, all project managers who have to do with the topic of digitization should at least have a basic knowledge of the technology.
Let’s start at the beginning: what is a digital experience platform? Put simply, a DXP is a software solution that can bring together a company’s most diverse digital applications and services on a single platform. The advantage of this: A consistent, personalized customer experience is created for all users for a wide variety of tasks and across all devices.
Sounds exciting? Then we will now provide you with three good reasons why you should really know the abbreviation DXP if you are working on digitization projects, especially in the B2B area.
1. DXPs are the new content management systems
We are all familiar with content management systems (CMS). They are known and popular for building websites. In the corporate environment there is a huge number of content management systems that keep our websites running – by providing images, text, videos and more.
If you look at the range of functions of content management systems, this has changed significantly over time. For example, many CMS nowadays offer mature workflows, automations or small customer databases.
Nevertheless: With the progress of digitization, customer expectations and customer needs go far beyond the consumption of content. Customers expect transactions such as purchases, services, training and even interacting with the product to be done online. Regardless of whether we are in the B2C or B2B area.
And this is exactly where content management systems – based on their design for the creation of content – reach their limits. In order to be able to offer certain transactions, additional services must be integrated into your website.
Here the DXP can take over. Because the DXP contains modules for content management as well as numerous other modules such as user administration, personalization, analytics, workflows, integration frameworks or search functionalities. And with the help of these functions, it ultimately becomes possible to realize sophisticated digital transactions and services.
You want to learn more about the differences between a CMS, a portal and a DXP? Then take a look this article on the subject an.
2. A DXP lays the foundation for a consistent customer experience
How do I create a really consistent customer experience for my customers? This topic is probably one of the central challenges of our time when it comes to digital transformation.
But no matter whether in the private or professional environment: We have all experienced how companies have staged and set up a consistent customer experience in an excellent way. The B2C sector is very broad there in places. For example, if we go shopping in a store, the company’s vouchers are played out to us via a corresponding app. And we can then redeem these very flexibly on site or in the online shop.
But the B2B area with its complex sales and distribution phases also offers a great opportunity for omnichannel approaches and the provision of a seamless customer experience.
But although the potential for seamless customer experiences in B2B is huge, it has so far been little used. The reason for this: Companies must first lay a suitable foundation for seamless customer experiences within the company. This means: The customer journey must be understood, the systems and departments involved must be brought together and the required data must be bundled in a central location. And the more complex and scattered the customer journey, the greater the challenge.
DXPs can help here. Thanks to their strong integration skills, DXPs can combine a wide variety of systems such as CRM, ERP and marketing automation tools and merge fragmented data from the different systems – so that a consistent customer experience can be created on this basis.
3. DXPs help to break down isolated solutions and silos
The existing systems and processes of a company often stand in the way of digitization. If you then decide on the wrong technological platform or are satisfied with many small isolated solutions, the big, disruptive digitalization push for the company often fails to materialize.
Here, too, DXP can help project managers and create the basis for a successful digital transformation. Because if DXPs are used correctly, they become THE key technology for the digital transformation and development of a company.
You can start with the first pilot projects, such as creating a new website or launching a customer portal. In this context you get to know the technology of the DXP better and can also take a closer look at the integration capabilities.
The great potential of the DXP lies in the fact that it can be scaled very quickly for other applications – for example, other websites for other brands can be added quickly or new applications can be added. Gradually, other existing systems can also be connected to the platform via various APIs. In this way, silos and isolated solutions are reduced, the tech stack is standardized and digital transformation really gets going.
Would you like to learn more about the possibilities of DXP systems for companies? Then please have a look Liferay over. You can also register there very easily free initial consultation make an appointment to learn more about DXPs.
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