What is Digital Experience?
It is a question many tech enthusiasts have pondered for years, and it now seems like that term has a clear “face.” A digital experience platform, or DXP, is the next logical step in integrating new digital solutions to a modern audience. In the early days of the web, the digital experience could be clearly defined. Now, it is far murkier. It can encompass content management software, digital marketing, third-party portals, and so much more.
Interestingly, Gartner released their first ever quadrant report for the digital experience, breaking down what it means, the evolution of the term, and it is impacting modern commerce (1).
The Official Definition
In 2018, Gartner stated that a digital experience platform is “an integrated software framework for engaging a broad array of audiences across a broad array of digital touchpoints.” The software is primarily used to “improve websites, portals, mobile apps, and other digital experiences.”
In execution, what does this mean? It means that new businesses need to evaluate multiple solutions and find software that can involve numerous different touchpoints across a vast central space. It could be a single product or a suite, but it services many different needs (social, mobile) with compelling insight and flexibility. As customer expectations continue to expand, companies need to take full advantage of the new digital experience.
Leading Platform Types
It is a fascinating paradigm shift from the days of Geocities. So who is leading the charge in this revolution? More importantly, how? We look at the top leading digital experience software types of today.
DXP comes in one of three main platform styles. These are defining what the digital experience looks like in this environment.
Content management is primarily designed to provide a strong backbone for web and mobile, with various extended plugins and more to accommodate a B2C approach. CMS DXP is most effective when the sale is a single transaction in a mass-market environment, like fashion or retail.
The strengths of CMS include web-based analytics, advertising, and audience segmentation. The approach is designed to accommodate large and quick sales in a few categories, keeping things flowing smoothly and consistently despite large volumes.
A commerce approach to DXP fundamentally circles the sale and the experience of it. It encompasses many vital features that are often taken for granted. Payment integration is vital here, for it allows customers to pay with the means they prefer and the business to make sure the invoices are organized appropriately. The shopping cart feature is another staple of the e-commerce strategy, as is checkout, personalization, analytics, and more.
These are all fundamentals of e-commerce and have been for years. However, it is their commonality as well as how they are integrated which makes them so important with good DXP.
Portal-based DXP has a lot of subtle design differences which make it appeal o a fundamentally different type of industry. In general, portal platforms rely on stringent long-term relationships. The portal factor utilizes customer relationship features, like account or profile building, recommendations, high security, and personalization.
The core focus of this method is loyalty. Companies using a portal-based DXP seek high brand retention and renewal, keeping them intrinsically involved in the process as much as realistically feasible. They may even tap the users for self-service and issue resolution.
You can see how all these categories have existed independently: content management, portal, and commerce. Now, they are being combined and expanded to meet new comprehensive demands and interests of the modern consumer.
Consumers expect a great industry-leading experience. The only way this can be accomplished is with a platform that goes above and beyond. Solutions which integrate features like content management, portal access, personalization, and more, are heading into the great big future of deeper and more enriching customer experiences.