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.