Insights December 1, 2020

Deliver meaningful personalised experiences globally with DXPs

Living Word
By Living Word

With a growing number of digital channels and higher expectations on customer experiences, Digital Experience Platforms are gaining ground. They integrate easily with systems and departments, enabling businesses to create personal experiences for people around the world.

The recent report Digital Experience Platform Market – Growth, Trends, Forecasts (2020-2025) highlights the value of IT and digital transformation, especially during the pandemic, with a growing number of customer interactions over a screen. It is believed that this development will fuel market growth even further, so we can expect to hear more about Digital Experience Platforms (DXPs).

The CMO of Sitecore, Paige O’Neill, has written an article for AdAge about the importance of transforming the digital experience. “The pandemic has disrupted aspects of everyone’s lives, both personally and professionally. It’s accelerated many trends that had already begun — especially digital transformation,” she says. “Whether looking to digitally connect with customers or needing to quickly implement a D2C model, businesses all over the world have had to accelerate their digital transformation timeline.”

Paige highlights in particular two trends pushing through the pandemic: the increasing importance of a growing number of digital channels, and higher expectations of the experiences customers have across them. What is needed, she claims, is a Digital Experience Platform. “DXPs empower marketers to leverage customer data to serve personalized content at the right time and place for a customer and understand the impact of specific touchpoints throughout the customer journey.”

DXPs for seamless global delivery

But is a DXP the same as a CMS? Well, no. According to Sitecore, a CMS is the foundational software for digital identity, strategy and engagement, while DXP is the full suite of tools powering the delivery of personalised experiences across channels, geographies and languages. So a DXP includes a CMS, but usually also functionalities such as commerce, asset management, engagement, and language translation.

Even though digital enables delivering content to websites, mobile apps, social platforms and so on, it also needs to connect the experiences. Liferay is one of the industry players, delivering software that helps companies create digital experiences on web, mobile and connected devices, and also localise content and design apps for different regions, ultimately facilitating internationalisation. In an interview with ETCIO.com, Liferay’s CEO, Bryan Cheung, talks about the importance of having a seamless digital customer journey. “The goal of every company is to make a connection with their customers,” he says. “What is complex is, how do you orchestrate all the different services and systems behind the scenes, so that it looks like one continuous journey?”

So how to start a digital transformation for successful global delivery? In her article, Sitecore’s CMO outlines three steps: map the customer journey and what customers expect and want; develop a roadmap to take the next step; and ensure onboarding throughout the organisation. She concludes: “Enabling exceptional customer experience should be your North Star. And while digital is top of mind today, you want to ensure your solution will enable you to connect digital experiences with in-person, physical experiences, whenever they return. In short, you need a platform that solves today’s challenges and is prepared for tomorrow’s.”