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You may already be using a content management system (CMS) to handle communication with customers via emails, blogs, or social media posts. But due to the availability of numerous digital touchpoints, such as live chat and websites, ensuring a consistent customer experience across channels can become tricky. You need more than a traditional CMS to manage communication for multiple channels.
That’s where a digital experience platform (DXP) comes in. DXP software offers a single centralized system to manage the digital experience you offer to your customers and prospects. It gives a complete view of how customers are responding to your marketing communication, webpage content, emails, online ads, live chat texts, or any other digital communication you send out to customers.
The software also allows you to create and publish digital content. For this, it relies heavily on API integrations to communicate with your social media marketing tool, email marketing tool, website publishing tool, etc.
In this buyers guide, we’ll go through the features, benefits, and market trends related to DXP software to understand the tool and its capability better.
Here's what we'll cover:
DXP software is a collection of technologies such as content management, workflow automation, and collaboration that helps improve digital experience management across a range of customer touchpoints. These digital touchpoints may include webpages, social media posts, blog posts, online ads, live chat, voice assistants, and emails.
DXP software helps create and publish content to cater to customer needs and may include sales, marketing, and customer support material. The tool also helps create forms and workflows to improve the efficiency of the processes involved, such as workflow automation, marketing, and sales.
A view of the dashboard in Sitecore Experience Platform with Pancentric (Source)
Software features vary by product or vendor, but most DXP software tools have the following features in common:
Analytics |
Check how your marketing collaterals are performing across channels such as email and social media. Use metrics such as the number of views, clicks, and likes to measure customer engagement. |
API |
Connect to various marketing channels to publish, manage, and analyze content and communication. Use APIs to connect to your social media marketing tool, email marketing tool, workflow automation tool, customer data platform, and more. |
Content management |
Manage your sales and marketing content from within your DXP tool. Create different types of content, publish content in bulk, and share documents and media with your team and stakeholders. |
Forms and workflow management |
Create and manage forms with the help of predefined templates, form rules, required fields, and more. Define multiple business workflows (simple or complex), set due dates for tasks, and check their status. |
Customizable templates |
Quickly build new webpages with the help of page templates, reusable page components, widgets, a drag-and-drop interface, and SEO optimization. |
Alerts and notification |
Keep your audience updated with timely alerts and notifications. Broadcast updates across channels, or target specific users by defining automation rules for the same. |
Most DXP software buyers belong to one of the following categories:
Implementing a DXP software solution has many benefits, including:
Listed below is a trend in the DXP software market that you should be aware of:
Note: The application selected in this article is an example to show a feature in context and is not intended as an endorsement or a recommendation. It has been obtained from sources believed to be reliable at the time of publication.