What is a DXP? It's the future of the digital experience! It is a digital experience platform (DXP) that gives brands the ability to offer exceptional service to their customers, wherever they are and at any time. Unlike a CMS, with a DXP any brand can offer the best personalized and consistent experience imaginable. If the business is asking for a change in this sense, it is important to know that a DXP is not an “out of the box” product, it is really a combination of technologies and tools that are used to create a unique and innovative digital experience. When it comes to digital transformation, change is constant and urgency drives companies to do more in less time. Today, customer experience is about more than just driving purchases or driving traffic to a brand's site. Companies have already invested a lot of time, energy and money in marketing technology that they hope will give real results. That's possible when all your technologies work together to create and nurture long-term relationships that complement and inform the personal moments that define our daily lives.
A technical (buyer) look at the DXP
We can express this in two ways: closed and open DXPs: open DXPs have tightly coupled components and provide all of these components through a single core, that is, their “framework”, to drive the experience. An example of a closed DXP is Adobe. The main added value of a closed DXP is that the provider does much of the integration work for the client under the umbrella of its logo, its prestige and its “proprietary” components. Of course, there are DXP providers. However, some experienced digital technology buyers have seen past project situations where their teams became entangled in complex efforts to integrate digital technology solutions. multiple vendors and agnostic technologies, with a closed core.
On the other hand, open DXPs are platforms that bring together "the best products" from multiple suppliers. For organizations that already adopt multiple digital products and whose marketing teams are accustomed to using tools that already work well for them, an open DXP can help them work together more effectively.
These platforms include features such as content management, personalization, sites and applications, contextual intelligence, e-commerce, interoperability, use of different tools, etc. The digital experience platform must allow integration with other business systems to offer an optimal experience to customers.
A practical (business) look at DXP
A well-conceived DXP is one that allows you to integrate different services and tools to improve interaction with customers. These key components include:
- Content Management: This is a critical aspect of a DXP, as it allows businesses to engage with their customers through relevant and engaging content. Content management allows you to efficiently create, manage and publish content across different channels.
- Personalization: Delivering personalized experiences is key to maintaining customer engagement and loyalty. A well-designed DXP should include personalization solutions that adapt to each customer’s individual tastes and preferences.
- Sites and Apps: To ensure content accessibility, it is important that customers can access information through appropriate means, including websites, mobile apps, and other digital channels.
- Contextual intelligence and relevance: Contextual intelligence and relevance tools, such as customer profiles, language translation, and omnichannel integration, are important for improving the user experience. These tools allow companies to understand their customers’ preferences and needs and deliver relevant content.
- e-Commerce and e-Business: To monetize products and services, it is necessary to integrate e-commerce solutions, such as PCM and payments, into a DXP. This allows companies to sell their products and services efficiently and attractively.
- Interoperability and extensibility: To ensure efficiency, it is important that a DXP allows integration with other business systems and services. These allow companies to integrate and customize their DXP according to their needs.
- Use of different tools: A well-conceived DXP should include tools such as chatbots, mobile applications and marketing automation to improve interaction with customers.
This in a few words and in a very practical way, is a comprehensive platform that improves the digital experience of customers, integrating key services and tools, such as content management, personalization, accessibility across sites and applications, contextual intelligence and relevance, electronic commerce, interoperability, extensibility and use of different technological tools. All of this allows companies to offer personalized and relevant experiences, increase customer loyalty and monetize their products and services efficiently.
Drupal as the core of DXP
Drupal offers advanced content management and this combined with other tools within your ecosystem can help build a complete DXP solution that will make your customers' activities online easier. Whether through open source components or other additional technologies, an open DXP provides the opportunity to fully harness the power of technology and deliver a truly amazing digital experience, this is the true digital revolution that the DXP concept promises.
Adopting a DXP that uses Drupal at its core is a highly attractive solution for companies due to the advanced features it offers, including customization, content management and scalability. Drupal's open architecture allows for easy integration with other technology components and solutions, meaning businesses can adapt and customize their DXP to their specific needs without being tied down by perpetual licenses.
Drupal's active community of developers and users have contributed to the creation of additional modules and tools, further expanding the platform's capabilities. Being open source, Drupal is an affordable and scalable solution for businesses of all sizes.
Using Drupal as the core for a DXP provides flexibility and customization in the integration of services, applications and tools, leading to a richer and more relevant digital experience for customers. Drupal is a solid choice for those looking for a DXP that offers a wide range of options and customizable solutions.
At SeeD EM, Drupal Experts, we can help you conceive, design and develop everything you need to start your own open architecture DXP.