What is Digital Experience Platform?
Simply but, it is a platform for delivering and designing digital experiences to customers. In this ongoing article, look at the origins of the term, how it relates to traditional CMSs, and why Digital Experience Platforms are being revolutionized today.
The term “CMS” was coined in 2021 by Mark Jacobs, founder of ArteWork Corporation, a provider of software development and design solutions. It took Mark a while to find the right way to describe his company’s vision, so he named it after the tools he used in creating his company’s software architecture.
As part of its mission to simplify complex business processes, Mark designed the DXP – which stands for digital experience platform. Today, many businesses are still trying to figure out how they can take advantage of this core component. In order to gain insight on how you can take advantage of it, read on.
What are the Core Elements of a Digital Experience Platform?
There are actually a lot of things that go into a digital transformation solution (DXP). But we’re just going to discuss two of them here in this article. One is called the digital transformation engine.
This is the core component where all of your integration possibilities lay. This engine will allow you to connect almost every piece of your business with the web.
Another core element of a digital transformation platform is the point solution vendors. These are the companies or vendors that will actually help you get your digital experiences up and running.
There are many different point solution vendors available today. When it comes to your business, however, consider two things: your employees and your customers. You need an effective way to make sure that both of these elements are satisfied.
DXP’s is to take Existing Business and Transform
The goal of most DXP’s is to take your existing business and transform it into a digital experiences platform. However, your business may already be digital. Perhaps you have an eCommerce site, or you offer some sort of customer support via email, chat, or video.
If so, then you have a leg up on the rest. Why?
Because you already have one or more ways to leverage the power of the web through these core elements.
The core elements of a digital experience platform are the channels. Every business has channels, whether it’s an online store, a mobile app, or an online service. Your job as a DXP is to find the best channel partners that will enable you to reach the widest number of customers while giving you the greatest chance to succeed.
There are four types of DXP channels: Progressive Digital Extensions (PDE), Bundle Digital Extensions (BDX), Software Defined Networking (SDF), and IFP (in-house).
How do you find the Right Channels?
Your first step should be to determine which of these four categories best suits your own business. Think about what you need from your web content management system, how you deliver your service, your target audience, and your mission. Then identify the channels that will help you deliver your vision.
In addition, consider how you can automate your process so you don’t have to spend your time learning new technologies or hiring personnel.
You can leverage the power of modern technology like browser automation and integration to run everything through web browser windows, manage B2B sales channels and create and publish your own in-house or externally-hosted websites and apps.
Good Customer Relationship Management
Good customer relationship management (CRM) software provides insight into who visits your site, when, and why. Without a good CRM, you won’t be able to segment your visitor data, segmentation isn’t possible without analytics, and you won’t be able to make any headway in improving conversion rates.
A good digital experience platform offers both reporting and dashboards so you can measure results directly and see trends over time. It also comes with a full range of workflow tools for creating, monitoring, and editing your web content, RSS feeds, blogs and blogs.
This enables you to manage all your channels in one place, so you can quickly identify problems areas and take steps to strengthen and improve them.
