How CMS has Evolved into DXP to Deliver a Seamless Digital Experience

CMS vs DXP How DXP Evolved from CMS to Deliver a Seamless Digital Experience

Kate has been a part of your customer database for three years and is an infrequent visitor: she has visited your website around 18 times in over 36 months. However, whenever she buys something from your website, it’s mostly a high ticket item.

Meanwhile, you are able to gain a 360-degree view of Kate’s journey since her profile is augmented with her purchasing history, activities that led to the sale, and her purchase details.

Most recently, a newsletter was sent to Kate that has brought her back to your website and this time her browsing is focused on women’s handbags along with a notable inclination towards designer handbags on social media as well.

To seize this opportunity and get Kate to buy women’s handbags from your website, you personalize the hero banner of your homepage to display the top designer handbag brands. And in your next newsletter, you highlight a selection of new handbags from her most visited brand.

You have now successfully plugged into, and harnessed Kate’s mind space to offer her personalized and elevated shopping experience, made possible by a digital experience platform (DXP).

The Paradigm Shift to Omnichannel, Mutated CMS

It all started with the web content management system (WCM) that helped enterprises organize, manage, and create content, among other things, for their online presence. However, with the growth in customer’s expectations, websites were no longer seen as mere tools to serve as brands’ digital brochures and evolved into platforms for better interactions and engagements.

The content management system CMS) has been around for over 20 years, and during this period, the customer experience has only grown— in size, expectations, and reach. In fact, the customer experience has become the new metric for businesses, giving rise to a new term called Return on Experience i.e., ROX.

A research by Gartner mentions that 80% of organizations competed majorly on customer experience (CX) in the year 2019.

Although the CMS served us well, enterprises began to experience the following critical issues, paving the way for digital experience becoming a vital part of the customer journey.

  • Valuable information buried in unproductive silos
  • Bloated technology stacks
  • Lack of content personalization
  • Poor marketing analytics
  • A barrier to omnichannel marketing

These issues set the stage for the birth of DXP (a mutated evolutionary version of CMS), responsible for delivering a true omnichannel content delivery that is flexible enough to support the channels of the future. The evolution from CMS to DXP is two-fold:

  • Firstly, it is steered by the push toward a fully connected experience, where customers’ every interaction with any touchpoint is fed back to optimize the next interaction.

  • Secondly, DXP comes from the natural rise of emerging technologies becoming increasingly agile and capable of handling complex tasks.

CMS vs DXP explained evolution timeline and journey

CMS vs DXP: The Difference Between CMS and DXP

In 20 years, the CMS has grown in sophistication, but to clear many doubts: CMS is not a digital experience platform (DXP). To grasp the difference between a CMS and a DXP, let’s inspect the focus of each platform:

  • CMS: The primary focus of CMS is on the content creation life cycle. CMS deals with the orchestration and delivery of the content, vital for good digital experience.

  • DXP: The major focus of DXP is on the entire user experience. A DXP goes a step ahead of CMS by enabling smart delivery across different channels like apps, websites, IoT devices, and more. It also delivers insight into the reception through data analytics.

The common thread between CMS and DXP is the intent. The purpose of both platforms is to maximize the customer experience by anticipating their expectations.

The End Goal: A Seamless Customer Experience

As the economic value of brands and businesses progresses, experience as a differentiating factor is continuously pushing businesses to transform how they think and act. This customer expectation and rising competition have paved the way for the evolution of CMS to DXP, with a single end goal: an immersive and enhanced customer experience.

Walker study on customer experience

Various technologies—portals, content management systems (CMS), analytics, and search— converge into one single platform called DXP, which enables businesses to effectively engage customers seamlessly across all the touchpoints throughout the user journey in an omnichannel commercial landscape.


DXP has become one of the most vital parts of the digital transformation strategy. It enables brands to build a compelling engagement platform, used in the entire digital journey of customers.

DXP is replacing the one-dimensional Web CMS so much so that even the Gartner Magic Quadrant for Web Content Management is dead. With products becoming more and more homogenized, the CMS market has reached its maturity.

Businesses are shifting from WCM to DXP so that their potential customers can make smart and sometimes impulsive decisions, quickly and easily. Thus, regardless of where your brand is in its digital transformation journey, implementing DXP will have to be an inevitable part of your strategy to ensure that your business successfully meets its goals.

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Surabhi Shukla

About the Author

Surabhi is a proficient PHP developer and has worked on frameworks and CMS like Joomla, CakePHP, Drupal, and Magento. She is also a Magento certified developer and Developer Plus. When not at work, she relaxes by listening to music and is an avid reader.

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