Many leaders are not getting the most out of their DXPs simply because their implementation may be molding the business to fit a platform rather than using its capabilities to take the organization to the next level.
The reason companies aren’t getting there is because of competing approaches to implementing this type of software. Are they trying to use a DXP as a technical solution or as the foundation to enable digital business?
The challenge of DXP solutions
DXPs are a modern, richer extension of the content management systems (CMS) and web content management (WCM) systems that businesses used in the past. While there is some similarity between CMS and WCM, DXPs go beyond basic content management capabilities and offer a full set of tools to manage content and assets across multiple digital touchpoints at scale. They focus on digital experiences, not just content—meaning they can provide different looks and feels, can leverage different digital channels, and can drive different groups of users to achieve unique goals.
For large organizations, DXPs are great integrators that can luxembourg business email list orchestrate their legacy systems and ERPs and create a unified, easy-to-use digital workplace. Digital Transformation leaders often decide to add a leading DXP solution to their digital ecosystem with the expectation that it will be an interoperable platform and integrate seamlessly.
However, if not implemented correctly, the results can be disappointing, a negative outcome that can be attributed to DXP vendors and technology companies not understanding how to use or leverage this software to its full extent.
Organizations are frustrated by the heavy reliance on IT to create updates, lack of automated workflows, inconsistent experience across multiple channels, and cumbersome platform use.
What businesses really want is an easy-to-maintain platform that provides a stable foundation and can grow with the business. But to achieve this, we need to understand the key differences between the two approaches to DXP implementation.
DXP as a technical solution
When DXPs are implemented as a technical solution, they focus on the technology rather than understanding how it will be applied to deliver business outcomes.
Digital Experience Platforms are rich software with extensive features and functionality. Out of the box, they provide enterprise-grade security and stability. However, purchasing a DXP just for these features isn’t going to change anything; it needs to be applied to a specific business process and tailored to an organization.
If an organization has not made a business case for how to leverage the platform to achieve its business objectives before purchasing it, it is very likely that the added value – and even the return on investment – that a DXP can provide will be limited, if any.
Falling short: rigid content and one-dimensional audiences
One of the key capabilities of DXPs is to provide the tools and controls to manage digital experiences – dynamic sites where content and services are delivered based on events or context. For example, a dynamic portal can deliver specific content based on what the user does on the site or who they are, such as showing a specific resource page to an employee using a mobile device in Germany.
Delivering personalized digital experiences requires a dynamic information architecture, which is nothing like a traditional CMS. So, if your DXP isn’t delivering dynamic experiences, you may be dealing with an implementation that isn’t leveraging the full potential of the DXP, and isn’t helping you engage your audiences and/or drive business.
