Seamlessly Deliver
Customer-Centric Digital Experiences Across Channels

DXP software platforms typically use traditional content management systems as the foundation to offer integrated, personalized digital experiences across multiple channels. Depending on the business needs, use case and vertical, other core systems such as PIM or ERP can be integrated to build an inclusive, customer-facing digital experience around the information stored in these systems.

DXP software platforms make data and content universally available and integrated in a cohesive system. They help streamline content management and delivery across various channels. DXPs provide tools to customize messaging and marketing campaigns, offer AI and site search to create and promote content based on user behavior and preferences and utilize integrations, such as Digital Asset Management and CRM to streamline internal processes, drive automation, enhance productivity, strengthen compliance and improve operational efficiency.

Key features of digital experience platforms include content management, personalization, analytics, CRM, ERP, PIM, MarTech, customer data integrations and omnichannel content delivery via headless/APIs.

DXP software platforms help businesses tackle the challenges of delivering exceptional experiences to their audience. They achieve this by integrating content and business data from internal and external systems, tracking user interactions and consolidating customer data from various sources. By breaking down data and system barriers, businesses can streamline workflows, efficiently manage multichannel content, minimize friction throughout the customer journey and obtain the insights necessary to make data-driven decisions.

By using DXP software platforms to integrate data and content from different sources, organizations can enhance customer engagement, streamline digital processes and improve user experiences. Customer data from a CRM can be utilized to personalize the user experience and provide relevant content. Audience segmentation can support Conversion Rate Optimization (CRO) initiatives and marketing programs. Headless content delivery can be employed to simplify content management and distribute it to various channels and touch points, such as websites, portals, intranets, ecommerce, kiosks, PoS, IoT devices, native mobile apps and single page web applications (SPA). Improved customer engagement comes with relevant and timely content. DXPs enable organizations to capitalize on their omnichannel content strategy.

DXPs offer tools to help businesses manage consistent customer experiences across various platforms, such as web, mobile and email. DXPs allow for customized, real-time interactions, improving the customer experience throughout their journey. One common scenario where a DXP software platform can be useful is in improving the customer journey by allowing users to easily access important information about their profile, such as past purchases and customer support requests, through any channel—whether it's through the web, mobile or voice. By reducing the number of separate systems that require a log in, and unifying the overall look and feel, businesses can greatly reduce frustration and improve customer loyalty and satisfaction. 

DXPs integrate with CRM, ERP, eCommerce, Digital Asset Management, collaboration, translation, AI and marketing automation systems for unified operations. Depending on the use case, the specific need and the DXP software platform’s capabilities, there may be more than one way to integrate external systems. Options typically include developing a custom integration leveraging built-in extensibility points, web and service hooks and API’s, prepackaged connectors to popular systems or using a middleware, such as Sitefinity Integration Hub to seamlessly connect and automate bi-directional data exchange in a low-code/no-code fashion.

Industries like retail, finance and healthcare can see major advantages from a DXP for customer engagement. These industries typically have access to customer data that can augment the customer/patient experience with personalized offers and information while maintaining compliance. Manufacturing/B2B is another industry where a DXP can be deployed to deliver content, information about stock levels and virtually any type of product information with trade partners.

Typical challenges include integration complexity and achieving alignment with business objectives.  To avoid the risk of underutilization and overinvesting, organization who have outgrown their existing CMS can leverage a composable DXP software platform like Progress® Sitefinity® to incrementally add capabilities and integrate systems that will make the biggest impact, remove the biggest hurdles at an operational level and help improve engagement for end users.

Organizations looking to build/buy or compose a digital experience platform should evaluate software offerings by considering features, scalability, deployment flexibility, ease of integration and vendor support. Professional services, successful track record and third-party validation should also be considered. User onboarding, time to market, customization and upgrades can directly impact productivity and the ability to keep the DXP up-to-date and modernized with low TCO and great ROI.