Gone are the days when customers interacted with a business only via the website of the organization. We have come a long way with tablets, smartphones, smartwatches, social media apps, messaging apps and even virtual assistants, which can all work as critical customer touchpoints. In such a scenario, just having a functioning website with an e-commerce module isn’t enough as your customer may be using other media to get in touch with you.
Legacy content management systems (CMS) aren’t scalable enough to provide a unified experience to your customer based on their location, devices, and other personal details. This makes adopting a Digital Experience Platform (DXP) very critical.
DXP: An evolved form of CMS
A DXP is a unified and cohesive platform that houses core digital technologies and interconnects the content on a site to elements such as e-commerce, customer experience, marketing automation, user testing and more. In the simplest terms, a DXP is an evolved form of CMS but one which puts the customer at the center.
A DXP is offered by digital product vendors and is a dynamic platform that adapts to the changing needs of a customer. It is designed to support organizations in delivering the best possible experiences to their customers. This is achieved by integrating customer understanding, actionable insights, personalization and recommendation under one umbrella. DXPs can be used in the business-to-consumer (B2C), business-to-business (B2B) and business-to-employee (B2E) use cases. DXPs leverage modern capabilities of artificial intelligence and machine learning to personalize web pages, emails and more, for an audience of one rather than grouping users into behavioral segments. DXPs come in different flavors – CMS DXP that help with demand generation, Portal DXP for workflow automation and front-end presentation, and Commercial DXP for promotional content.
The value of DXP for an organization
Increased control over…
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