For These Reasons, Digitizers Should Be Aware Of The Abbreviation DXP
When it comes to DXP, many of those responsible for digitization still have question marks in their minds. What does the acronym stand for? What can a DXP do? And when should you use them? We will help answer the most important questions and show how digitization can be successful with the help of a DXP.
We admit it – the abbreviation DXP and the meaning behind it, “Digital Experience Platform,” are a bit unwieldy. Nevertheless, behind the DXP is a crucial technology for successful digitization projects! Therefore, all project managers who have to do with digitization should at least have a basic knowledge of the technology.
Let’s start at the beginning: what is a digital experience platform? A DXP is a software solution that combines a company’s most diverse digital applications and services on a single platform. The advantage of this is that a consistent, personalised customer experience is created for all users for various tasks and devices.
Sounds exciting? Then we will now provide you with three good reasons why you should know the abbreviation DXP if you work on digitization projects, especially in the B2B area.
DXPs Are The New Content Management Systems
We are all familiar with content management systems (CMS). They are known and famous for building websites. In the corporate environment, many content management systems keep our websites running – by providing images, text, videos, and more.
If you look at the range of functions of content management systems, this has changed significantly over time. For example, many CMS nowadays offer mature workflows, automation, or small customer databases.
Nevertheless: With the progress of digitization, customer expectations and customer needs go far beyond the consumption of content. Customers expect transactions such as purchases, services, training, and even product interaction can occur online, regardless of whether we are in the B2C or B2B area.
And this is precisely where content management systems – based on their design for creating content – reach their limits. To offer certain transactions, additional services must be integrated into your website.
Here the DXP can take over because the DXP contains modules for content management and numerous other modules such as user administration, personalization, analytics, workflows, integration frameworks, or search functionalities. And with the help of these functions, it ultimately becomes possible to realise sophisticated digital transactions and services.
Do you want to learn more about the differences between a CMS, a portal, and a DXP? Then check out this article on the subject.
A DXP Lays The Foundation For A Consistent Customer Experience
How do I create a consistent customer experience for my customers? This topic is probably one of the central challenges of our time regarding digital transformation.
But no matter whether in the private or professional environment: We have all experienced how companies have staged and set up a consistent customer experience in an excellent way. The B2C sector is inclusive there in places. For example, the company’s vouchers are played out to us via a corresponding app if we go shopping in a store. And we can then redeem these flexibly on-site or in the online shop.
But the B2B area, with its complex sales and distribution phases, also offers an excellent opportunity for omnichannel approaches and the provision of a seamless customer experience.
But although the potential for seamless customer experiences in B2B is enormous, it has so far been little used. The reason for this: Companies must first lay a suitable foundation for seamless customer experiences within the company. This means:
- The customer journey must be understood.
- The systems and departments involved must be brought together.
- The required data must be bundled in a central location.
And the more complex and scattered the customer journey, the greater the challenge.
DXPs can help here. Thanks to their strong integration skills, DXPs can combine a wide variety of systems such as CRM, ERP, and marketing automation tools and merge fragmented data from the different systems – so that a consistent customer experience can be created.
DXPs Help To Break Down Isolated Solutions And Silos
A company’s existing systems and processes often stand in the way of digitization. The company’s extensive, disruptive digitalization push often fails to materialise if you decide on the wrong technological platform or are satisfied with many small isolated solutions.
Here, too, DXP can help project managers and create the basis for a successful digital transformation. Because if DXPs are used correctly, they become THE critical technology for a company’s digital transformation and development.
You can start with the first pilot projects, such as creating a new website or launching a customer portal. In this context, you get to know the technology of the DXP better and can also take a closer look at the integration capabilities.
The great potential of the DXP lies in the fact that it can be scaled very quickly for other applications – for example, other websites for other brands can be added quickly, or new applications can be added. Gradually, other existing systems can also be connected to the platform via various APIs. This way, silos, and isolated solutions are reduced, the tech stack is standardised, and digital transformation gets going.
Would you like to learn more about the possibilities of DXP systems for companies? Then take a look at Liferay. You can also easily arrange a free initial consultation to learn more about DXPs.
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