In lieu of Gartner's admittedly common but more complex definition, we prefer Forrester's simplified version, which defines DXP as this: "Software to manage, deliver, and optimize digital experiences in a consistent way, at each phase of the customer lifecycle."

It's arrival is the result of profound changes in the way business is organized, from customer types to consumption patterns, all accentuated by a health crisis from which we are barely emerging. DXP therefore refers to this set of complementary digital products helping organizations optimize and facilitate the digital experience of their customers.

Today, to remain competitive, a company must be able to rely on seamless communication. Building good relationships with customers and suppliers, and delivering effective messages while staying in tune is essential.

Organizations use content to talk and data to listen. To help them do this, DXP platforms incorporate a set of tools that allow them to communicate while remaining attentive to requests from customers, partners, employees or any other organization interacting with them.

Acting Right

Everyone knows how annoying a poorly targeted message can be. No one likes to be cut off from reading by an untimely pop-up or ad for a product they just bought, nor do they like being redirected to the wrong page or another website by inadvertently clicking on an ad. Digital experience platforms help avoid these pitfalls now.

With this technology, businesses can address all of the challenges they face today, and speak to their customers in the right place, at the right time. We live in a society of immediacy that makes customers ever more demanding. This is where the transition to DXP makes sense. And, typically, it's the customer experience - often cross-platform - that is the key competitive advantage against the product and its price.

Organizations use content to talk and data to listen. To help them do this, DXP platforms incorporate a set of tools that allow them to communicate while remaining responsive to requests from customers, partners, employees or any other organization interacting with them. It is this insight that allows them to send the right messages, at the right time.

The more or less complex tools used are going to have an impact on what the customer will see when they visit your website. Behind the scenes, too, they will help collect, store, circulate and analyze data to improve business efficiency. Not all need the full set of tools of a DXP, but the main ones include:

• The CMS with web content management
• The business applications
• The website customization
• The campaign management tools
• The CRM
• Intranet and extranet
• Analytics and machine learning tools
• Digital asset management

To learn exactly how to set up your DXP and choose the tools you'll need, request a full audit at andromede.be.

It is with Gartner's words this time that we conclude: "The goal of DXP is to help the enterprise improve the way customers and employees interact with their companies, with the goal of improving satisfaction, building loyalty and driving customer recommendation of brands."