Everything You Need To Know About Digital Experience Platforms

The number of digital channels and touchpoints is increasing daily. This makes it taxing for businesses to aggregate and analyze data as it is distributed across locations. A digital experience platform solves the business problem by collecting and arranging data from across all touchpoints and channels in one personalized space.

Businesses can benefit immensely by deploying a DXP to deliver richer, connected, real-time, and more personalized customer experiences across multiple touchpoints.

Let’s dive deeper and see what a DXP means and how it can help digitize business.

What is a Digital Experience Platform?

Digital Experience Platform (DXP) is a solution that allows building meaningful applications that can be integrated and optimized across various digital touchpoints and backend systems. It is meant for multiple user audiences, allowing seamless interactions between them.

Gartner’s precise answer to what is DXP:

An integrated and cohesive piece of technology designed to enable the composition, management, delivery, and optimization of contextualized digital experiences across multi-experience customer journeys.

Prominent digital experience platform examples include — Kentico Xperience, Adobe, and Salesforce Lightning External Apps.

DXPs help engage customers through well-thought-out, personalized digital experiences while offering businesses an opportunity to enhance their performance.

Businesses can benefit immensely by deploying a DXP in contrast to the traditional horizontal platforms or content management systems (CMSs), delivering richer, connected, real-time, and more personalized customer experiences across multiple touchpoints.

Evolution of Digital Experience Platforms

You need to prioritize customers if you do not want to lose your relevance and revenues. In other words, your solutions need to offer personalized experiences. And all this is possible with the help of a Digital Experience Platform.

For both B2C and B2B worlds, relevance and customer experience have been the two major factors. Now the next generation of CMS turns into Web Experience Management systems (WEM).

As this involves managing the all-round experience of the web user across various touchpoints, it gives organizations a new way to collect customer data, define personas, and create exceptional experiences.

WEM systems serve to be stand-alone marketing tools that are difficult to connect to other systems. These systems are limited to data, profiling, and applying business logic, and the same realization leads to Digital Experience Platform (DXP).

Being an open platform that integrates with other systems and departments easily, DXPs enable your business to present a truly personal experience.

In simple words, a DXP is an improvised version of CMS and WEM systems and addresses its predecessors’ challenges.

7 Key Benefits of Digital Experience Platforms

Here are the seven significant benefits of digital experience platforms that will highlight the importance of having one.

1. Touchpoint Optimization for Rich End-User Experience

With time, reaching out to potential customers has become easier and convenient for businesses. Be it mobile apps, emails, chatbots, websites, social media, or even face-to-face interactions, DXP technology saves the day.

Touchpoint Optimization for Rich End-User Experience

With a digital experience platform, customization across every touchpoint becomes easily achievable. DXPs deploy the power of trend analysis and data analytics to study customer behavior at every critical touchpoint. This further helps in construing the customer expectations in the truest manner.

Once a user’s behavior looks predictable, efforts are made towards eliminating the customer’s frustrations. This can be done by delivering content that is — consistent, logical, and answers audience’s queries.

2. DXP Makes for a Profitable Investment Altogether

Traditionally, businesses deploy different digital software products for different operations. For instance, portals help in content aggregation, analytics help in tracking, content management systems (CMS) help create and manage digital content, and campaign management help oversee various digital marketing campaigns.

DXP Makes for a Profitable Investment Altogether

Not only was it tricky to manage every platform separately, but it was not that budget-friendly too. With the introduction of digital experience platforms, a one-stop solution got introduced.

DXP smoothly merges all the technologies into a single platform that is easy to manage thereafter. You can say that it offers an integrated approach that paves the way towards building responsive applications.

And, of course, when enterprises invest in this one-platform-for-all — DXP solution — expenses take a downturn too.

3. AI Integration Helps Reduce Time-to-Market

In the present scenario, getting a more in-depth insight into the customer’s mindset and related data is indispensable. To be specific, accessing customers’ contact information, preferences, social media interactions, browsing time, purchase history, or even communication data – to draw actionable insights adds value to the business.

Artificial Intelligence, when embedded into DXPs, makes the job easy. To be specific, AI can help locate critical information that is concealed within the large chunks of customer-related data. This further enables accessing information effortlessly, whenever required.

So we can say that a digital experience platform offers the opportunity to work on consistent, accurate, and updated information on the go. When every piece of critical information is readily available, DevOps comes forward to improve the time to market through iterative delivery.

4. Business Productivity Gets a Significant Push

Getting repeated customers is the ultimate motive of any business. To achieve the said motive, it becomes essential to accommodate digital experience management. It acts as a magnet that attracts content and commerce elements to offer a desirable customer experience.

To top it all, DXP proves to be a flexible system that integrates with existing business platforms through APIs (Application Programming Interfaces). The best part comes here — you can introduce new services to the platform that leads to innovation down the lane.

What does this mean for your business? The answer is simple – An increase in sales, which, in turn, gives a push to business productivity. In the end, you would be surprised to know how a single change of plan can become a perfect reason to rejoice. The only catch being, your team has the technical skills to implement a full DXP setup.

5. 360 Degree View of Customer Data & Activities

Digital experience platforms do the needful by offering a dashboard-like view to the business owners. The integrated dashboard automatically represents data regarding customer data & its related activities recorded on the digital interface. Isn’t this what a business wants?

All the gathered stats and facts further aid in driving major business decisions that have low failure probability. It in itself shows how a DXP solution is a must-have in this highly competitive business space.

360 Degree View of Customer Data & Activities

This single-interface acts as a hub of user-related data and can help predict future trends and provide accurate recommendations. Thus, a 360-degree view of the customers is one of the most actionable benefits of DXPs that, in turn, lead to better customer engagement, ensuring higher retention and increased customer loyalty.

6. Digital Transformation is Achievable

Being labeled as a digitally proficient business is the need of the hour. Digital experience platforms offer the latest technologies, modular components, touchpoint information, and decision tools to trigger the digital transformation wave.

Digital transformation means to manage the front-end user experience and back-end systems. With the help of digital experience platforms, both the front-end and back-ends work cohesively to act as a single unit. And, this single-unit then works to gather customer insights to offer a customized overall experience.

Digital Experience Platform architecture also plays a significant role in driving transformation by embracing microservices, a modern architectural style. The microservices architecture aids in the continuous plus successful deployment of large-sized & complex applications, thus giving an opportunity to evolve through technology integrations.

7. Increased Focus on Eliminating Customer Pain-Points

From the time a user enters your digital platform/s to their conversion into a loyal customer, it is a journey. When it comes to framing an unbeatable marketing strategy, tracking the customer interactions at every stage becomes standard practice.

Increased Focus on Eliminating Customer Pain-Points

When you have a DXP platform in place, an enterprise gains control over analyzing all the channels the customer uses to interact with the brand. From a marketing perspective, this helps eliminate the potential pain points of the customers as measurable data becomes available.

This comprehensive customer data will help figure out the user-related problems related to digital platform interactions and frame a fool-proof customer journey mapping strategy. In the end, you can expect to add customers to your business journey that will stick to you in the times to come.


Digital experience platform enables you to produce a variety of user-facing experiences that are personalized for your users. It empowers your business to deliver exceptional experiences using the right data at the right time, customized to the channel, and touchpoint the user is engaging.

Having a digital experience platform will help you integrate customer data, user experience, and business-oriented data into one place.

Invest in DXPs, and witness how seamlessly your business achieves its short-term and long-term goals.

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Adam Milne

About the Author

Forte:Managing and Leading projects with multi-cultural teams in competitive environments
Likes: Biking around NYC and enjoys Pineapple on Pizza
Dislikes: Micromanaging
Claim to Fame: As Creed in ‘The Office’ says, I was born in the US of A.
Biggest Tech blunder committed: Early in my career, thinking UX and UI are the same things. *Facepalm*
Wannabe: A professional Basketball Player

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