In today’s technologically advanced era, offering optimal experience to customers has become a financial imperative. If businesses fail to meet the demands of their customers first today, they are bound to lose revenue and relevance sooner or later.
To address these concerns DXP which stands for Digital Experience Platform offers a perfect solution as an emerging category of software solutions that can help businesses to enhance their customer experience.
The Difference Between CMS, WEM, and DXP
To meet the current demands of the digital consumer and digital worker, the principles and technology behind the DXP have been evolved.
CMS- Site Control
CMS is a basic system to help enterprises organize images, data, written content, and other collateral needed for their internet presence.
WEM – Channel Consistency
WEM brought consistency and centralization to the channel offering a much better way to do Content Management. However, this reduced the maintainability for IT in many cases.
DXP- Fully Integrated Experience
With Expresia DXP, businesses can efficiently gain the power of the WEM with the benefits of a radically open platform while leveraging the pier of microservices architecture and APIs that reduce IT complexity.
Advantages of DXP
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Control Every Touchpoint
Lately, the number of interaction points that need managing are increasing rapidly and it is expected to stay that way for now. This requires the businesses to stay consistent in logic, feel and content and also jump on each touchpoint as quickly as the customers expect.
This is the area where you witness the importance of API-first design. It helps you to hand out the raw info in a pre-defined way and you can get all the raw information present from the touchpoint in their own structured way. This means, only after writing the FAQ document once, you can conveniently use it across customer portals, mobile, web, chatbots, voice assistants, kiosks, and any other touchpoints that you choose. Once you update that FAQ document, it will be automatically updated everywhere.
The API sharing is not only limited to this but it can also provide entire elements as a service.
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Connects the Business
Apart from DXP, you may need other tools as well in your kit. A marketing platform is a must for bringing customers in the door, to handle the inventory and transaction you will need a commerce platform, to work with existing customers you will require a support environment, and the freedom to choose other solutions that fit your unique requirements.
At the center of these, you will find the DXP, using APUs to orchestrate and aggregate the data to determine and offer customers the right experience every time they enter the door.
An open DXP can impact the experience together with minimal interruption with every best-of-breed tool. In case a department has a preferred tool in use, they can connect the tool to the DXP with APIs and can integrate or remove the tools conveniently to make the experimentation less daunting.
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A Flexible Architecture
The underlying structure of the DXP has to be flexible so that the above connections can work. Microservice architecture proves to be really convenient in this matter. It uses the back-end logic to decouple from front-end presentation, so that developers and marketers can efficiently make alterations speedily in an independent manner. This also means that the improvements to the platform can be made modularly whole deploying and making changes in one area without disturbing the rest.
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