Digital Experience Platform is going to be more critical on web development, Why? (The true content series)

Digital Experience Platform(DXP) term looks like more veracity filled experience on the business. Many organisations are started demanding the DXP implementations to their web development vendors. On other hand, DXP term might be new to the web era, but we have being using the DXP components in different forms on different places. For example, we have being using Marketing Campaign, Analytics tools, Data platform tools, etc …To make your website as future proof, we should have the implementation of DXP.

Future proof is magic word, digital experience market is been using to represent the complete website development as future proof. DXP is the immediate future on websites, we should start think about DXP implementation and what’s the process to introduce at the earliest. There is huge difference making the site for future and prepare the site for future. In the DXP context, we need to prepare the site for future (Immediate future, it can evolve further more as different things. But for now immediate future need is DXP. IT IS MUST)

What is Digital Experience Platform?

A Digital Experience Platform(DXP) provides the full set of tools an integrated piece of technology designed to enable the personalised experience that scale and content across multi-experience customer journeys through omni-channel experience.

There are n number of companies, they are calling them self as DXP platform providers, but i like to highlights few of them, who really serve the digital experience platform in different corners of business needs. The promising DXP provides are,

1. Adobe (Adobe Experience Cloud)
2. Acquia (Acquia DXP)
3. Bloomreach (Bloomreach Experience Platform -BRX)
4. CoreMedia (CoreMedia Content Cloud)
5. Crownpeek (Crownpeek Digital Experience Platform)
6. HCL Software (HCL Experience Platform)
7. Liferay (Liferay Digital Experience Platform)
8. Magnolia (Magnolia Digital Experience Platform)
9. Optimizely (Optimizely Digital Experience Platform)
10. Oracle (Oracle Advertising & Customer Experience Platform)
11. Salesforce (Salesforce Experience Cloud)
12. SAP (SAP Customer Experience Platform)
13. Sitecore (Sitecore Experience Platform -XP)

Every above Digital Experience Platforms will have couple of article in near future. Keeping this content as introduce for DXP …

How Digital Experience Platform will impact the Business?

Every digital experience platform is work on top of data and analytics. These platforms will understand the customers in 360 Degree view. There are certain aspects, many of the companies is not taking measure when they are looking to improve the revenue. DXP platforms will help you to find those properties in more closure view in different stages.

The below diagram will help you to understand, How DXP will create an impact to any of the business?

Customer Journey on Website with connectivity of different tools in DXP Stack

DXP is the combination of tools and capabilities to make business establishment in end-to-end connectivity. Customer experience will drive the journey of digital experience components on different spots to grab the user interest and intention to visit the website. In the above diagram, we can see the customer experience is not grow in the first visit. It will grow progressively on every visit of the customer. Actually it gives the soul to website with relevance and better experience to customer on subsequent visits. In the customer journey, we have connected the different spots to understand the customer completely. Those are

1. User Analytics and Journey — To track their behaviour on different spots
2. Segmented Personalisation Experience — Give them more pertinent content depends on their past website browse data
3. Marketing Campaigns — Connecting back to user to give them more specific content and context about their interest. This will help us to provoke them to visit a website again.

Components of Digital Experience Platform

Any of the customer journey is starts from the user experience layer, which will connect with content management on some cases. The digital experience solution enablement help us to deep dive of customer interests, then website admin will be able to provide as per customer needs to engage more on their platform. The below components will provide the connected platform experience to follow the customer touch points. Those touch point will help us to understand the customer and provide them omni-channel experience.

1. Hosting
2. Analytics
3. Customer Data Platform
4. Content Management System
5. Personalisation
6. E-Commerce
7. Extensive Search
8. Campaign Management

Analytics will give the radical data of user impressions and different information like geographic, device based, OS based, etc… To get the detail analytics information we have tons of tools in the marketing. e.g Google Analytics, Google Tag Manager, Mixpanel, Semrush Analytics, etc…

Customer Data Platform is the concept of intelligence on data connectivity on single point of view. In this platform, we can import external tools customer data, this will enable us to get the unified customer profile into single view to understand the customer 360 degree.

Content Management System is become very minimal expectation on the any website development. Website owners want to make their life more easy than before to update the content on website. Early days, when we want to update a content on web page. Development team support more important and they have built the architecture of the website the way on dependent to development team. Now the expectation is become, everyone should be able to update the web page content without any dependency of development team through content management system (CMS). There are thousands of CMS are available in the market. But there are few CMS are gained the credibility among the customers. E.g:- Drupal, Adobe Experience Manager, WordPress, Sitefinity, SiteCore, etc…

Personalisation is become essential on today business, we cannot think the website without personalised content. Every user visits we cannot show them common content, that doesn’t make sense at all when they visit our website subsequently. If the customer had as previous visit history, they started expecting website should know their preference data, instead common data all the time. To make this possible, we need to start grab the customer interest and preference very closely to server them better.

E-commerce business is one of the largely revenue making business on the different business sectors on today market. It requires to have the products information to be more up-to-dated. Every street shops, started selling their products in online. So E-commerce is no more optional for any commerce.

Search is the basic need of any website. Users doesn’t have patients to spend the time to go through the menu to find their needs, user need is instant. When they launched to the website, they should be land to the content fast and accurate.

Campaign marketing is to retain or engage the customer with their interested topics or products frequently. We need to connect with the customer frequently to give the update about our business and service expansions. So that they can be much aware our services and products. That will make the customer to stay on the business with same website.

I am closing this post, But this post is going to continue as series of articles about Digital experience platform(DXP). This article has been created to give introduction about DXP. Next episodes will be explained about individual Digital experience platforms and its capabilities with real time use cases.