Digital Experience Platform (DXP).is an emerging category of enterprise software designed to meet the needs of companies that are undergoing digital transformation, with the ultimate goal of providing a better customer experience. DXP can be a single product, but it is usually a group of products that work together. DXP provides an architecture for companies to digitize business operations, deliver connected customer experiences, and gather actionable customer insights.
Due to a number of factors, many companies are starting to need to fundamentally restructure their business to make it customer-oriented
Digital channels (web, mobile, and social**) have become the primary ways customers interact with the company.
These customers expect a great experience like Google, Apple, and Facebook.
In particular, the various social networks provide customers with an unstructured way to engage and influence public comments about the company.
Mobile devices give businesses the ability to locate and immediate, as well as more ways to stay connected with their customers.
Data insights make it possible to segment your target audience through personalized experiences.
Digital technology has made it possible for new industries to break down traditional industries: Wealthfront in the wealth management industry, LendingClub in the financial industry, and the oft-mentioned Uber transportation industry and Airbnb in the accommodation industry all provide a better experience for customers.
Of course, there is also the digital content experience cloud platform baklib, which aims to unify the management of digital content knowledge assets, unify multi-portal and multi-channel digital sites, collect access data and customer feedback in a unified manner, and build a closed loop of enterprise digital experience process.
As you can see, digital technology is both a risk (emerging industry) and an opportunity (digital transformation) for a company.
Sources** for most products in DXP come from one of these three categories: Content Management Systems, Portal Servers, and Business Servers. These sources** provide a specific direction for each product:
CMS (Content Management System).
CMS Integration DXP focuses on the needs of marketing departments and design firms. They tend to collect user data anonymously and promote it to their target audience, and most of the business-related problems can be solved by acquiring customers: generating interest in purchases, selecting products, and promoting purchases. Especially in B2C (retail, fashion) and other industries with short sales cycles and a wide range of audiences.
DXP, a leading CMS integration, has powerful web-based analytics, user groups, campaigns, and email campaign capabilities. These tend to be provided by the product's platform suite, but they are all independent (or provided by other vendors) and they may be more or less integrated with other products.
Some CMS integration DXPs try to add portal-like features, such as a login experience, while others add commerce features, the latter of which is often the result of an acquisition or partnership project.
Portal server
Portal: In the context of providing a customer portal, it is particularly suitable for cultivating long-term customer relationships after the sale. Customer data is individualized and handled securely. DXP helps businesses understand the reasons for customer loyalty, retention, and renewal. Calculating key metrics such as Net Promoter Score can also often help you provide service to your customers, including self-service and rep assistance with issues.
Portal integration DXP also supports digital work scenarios (traditional intranets, although digital work solutions are more dynamic and engaging) and scenarios support audiences such as partners, merchants and franchisees. An all-digital transformation strategy can encompass all of these groups and play an important role in a strong customer experience.
According to the Forrester report, a good portal integration DXP should have strong integration capabilities, which is critical to the digital transformation of business operations. Managing reusable services and modules can be very helpful when a strategy is evolving rapidly.
Some Portal integration DXPs include a broad feature set with content management, targeting, mobile support, workflows, and more, with other features focused on the presentation layer.
Commerce (Business Server).
Commerce is mainly used as the best shopping platform for the retail industry and related industries. In addition to product-related content being presented to web pages, these products typically offer inventory management, shopping carts, payment system integrations, payment and confirmation features. While these capabilities are not strictly related to digital experience management, they are required for a great digital retail experience to integrate seamlessly with Commerce-Inherited DXP.
Naturally, Commerce can also add adjacent functionality through a business center. For example, many commerce products add content management capabilities to support the product's promotional catalog.
It may seem as if DXP is just a rebranded version of the CMS, Portal, and commerce products, but DXP vendors have taken a different approach to the traditional features of these products, adopting new technologies to meet customer expectations.
When deciding to choose a DXP, companies should judge whether they are ready for a deep transformation of their business operations or focus on marketing and brand awareness, as the different priorities often reflect the different strengths of the DXP** vendor.
It's good to have an engaging** or app, but it's even more important to re-optimize the customer experience process with the customer's ideas.In a Forrester analysis titled "Beyond Vision: Partner Strategies for True Digital Transformation," Liz Herbert mentionsTrue digital transformation runs through the experience layer and the core of the business. It's good to have an engaging** or app, but it's even more important to re-optimize the customer experience process with the customer's ideas. Customer needs can be met in a variety of ways, from basic personalized experiences to more advanced configuration workflows to full-module business services that can be quickly integrated in new ways.
However, not all businesses are ready for this and want to start personalizing market segmentation in the meantime. Some vendors, especially those with content management systems, can do this well.
Ideally, your platform will have both operational and marketing functions, so that even if you start digital marketing, you don't have to choose a second merchant when you're ready to transform your operations.
Moreover, there is not only one way to achieve these goals. Using any inheritance category DXP in combination with the integrated overarching architecture and module services can achieve your goals.
baklib is a digital content cloud platform, which aims to unify the management of all digital assets of the enterprise, and display them through various forms and scenarios such as knowledge base, community, chat, etc. Comprehensively realize the unified management and application of enterprise digital assets, first-class content, and knowledge precipitation, help enterprises collect various feedback data from multiple parties, and improve the efficiency of enterprise employees and customer experience.