Over the years, many times we have to get used to new concepts that we did not have defined. This happens, especially, in environments as changing as those related to the Internet and companies. On this particular occasion we wanted to stop, then, at the DXP or Digital Experience Platforms. You’ve probably heard of them, although a huge number of people still don’t recognize them.
If we go back in time, we find that the first mention of DXP was five years ago, more specifically in a publication in 2015 corresponding to the first Forrester report in which this notion was covered. The publication, The Forrester Wave ™: Digital Experience Platforms, Q4 2015, is unanimously considered the first to bring up DXP as we know it today. Over the years, DXPs were increasingly mentioned in professional reports, such as in 2018, when they were named in the Gartner Magic Quadrant for Digital Experience Platforms.
And with this experience that some might consider minimal, of just five years, the DXPs have already become what we could call a strong, consolidated category. This, even when the experts cannot yet agree on the conditions that software must meet to be included in a category like this. And to that we must add that it is expected to continue evolving in new directions.
What is said about the Digital Experience Platforms?
Forrester’s initial opinion
If we take firstly what the people of Forrester said about DXP, we can stop at the thought of Ted Schadler, who based the appearance of these solutions as an almost logical consequence of the platforms that tended to integrate different software in suites common. At that time, pioneering companies such as Oracle, IBM or Adobe had shown signs of betting on this kind of program.
In close relationship with other concepts that were gaining ground, such as omnichannel, little by little we discovered the relevance of the data that Analytics provides about customers and what their decisions are. Then came the turn of the growth of the cloud, which has helped those systems that seemed independent remain so, but fully integrated with each other.
Forrester professionals believed that DXPs had to meet certain parameters:
Content ManagementCustomer InformationAnalytics DataOmnicanale MarketingCommerceCustomer Support
For their part, Gartner officials did not want to stop dwelling on this growing trend. In research on their own, they showed some disagreement about the definition of DXP. They argued, for example, that it was a series of technologies that facilitated basic tasks such as the management and optimization of those experiences that can be improved from a given context.
Curiously, we cannot lose sight of the fact that, already then, they explained that each provider was giving their own definition about DXP. And why was this happening? Basically because they shaped the concept according to their own strengths and weaknesses. Being an idea that was not yet spread throughout the world, anyone who could adapt it to their services would have an undoubted advantage over others.
And what do we know five years later?
But since those first approaches to DXP everything seems to have changed a lot, doesn’t it? The immediate answer is yes, at least when it comes to the preponderance of these platforms today. For many entrepreneurs, understanding the operation of their companies without them would be impossible, and they are in charge of managing the entire relationship process for the client.
The DXPs that we know right now are already that set of technologies closely connected to each other, which not only occupy the same space, but also work on the same data and information simultaneously. The scope of its channels is practically unstoppable, encompassing websites, apps, digital assistants, the Internet of Things, Augmented Reality, Virtual Reality, and each new environment that appears.
In other words, we could say that DXPs have been improving as customer expectations have been refined. That’s why imagining a world without them seems impossible these days.
What else would you like to know about Digital Experience Platforms?
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