What is next for DXP?

Digital transformation is not just a buzzword. Companies are adapting to the inevitable changes and accepting a more digital approach to their clients and businesses. And with new technologies emerging non-stop, organizations are now empowered to provide the digital experience that will not only put customers first, but also increase their revenue and expand the company’s presence beyond the web browsers. That is where DXP (Digital Experience Platform) comes into play.

DXP helps organizations find success in the digital era. The reason why having the right digital experience platform is so crucial for the business is the fact that DXP puts you in a position where you know exactly what your customer wants, needs and how to deliver it to them. Even though it’s the customer that is in control by having high demands and many competitors to choose from, with the implementation of DXP, you can now predict your customer’s behavior and find your way to them even outside of the web browser. DXP in itself is the future of digital communications and engagement but what does the future hold for this platform and how will it evolve?

Let’s start from the DXP basics. It is a form of CMS (Content Management System) with digital marketing function and easy integration with the external systems. It’s a platform that manages content and brings you valuable information about your customers. Its analytics will gather data that you can use to target specific customers and create a marketing strategy that works for each customer individually. You can think of this as the core of the platform. By implementing DXP into your organization workflow, you will not only attract more customers to your website, this will also tremendously improve your customer service. Microservice-based DXP has also the ability to break a complex system into a collection of smaller pieces that are easily maintainable, manageable, separately deployable, and these independent services are able to communicate with each other through API (application programming interface). This microservice is what makes everything agile, more scalable and adaptable. Looking at the current state of Digital Experience Platform, other than improvement of its analytics function and other existing features, there are some predictions by the experts on how the solution might change in the future. According to Tony White, founder of consulting and advisory company Ars Logica, AI will be the key for enormously improving the customers’ digital experience. Enhancing AI, a DXP user will be able to personalize the content even more and get more relevant in the customer’s digital journey. With API being a huge part of what DXP has to offer and what makes it special, one of the changes bound to occur is the number and types of integrated channels, with inclusion of VR & AR integration into the system. As for the changes with the DXP clients and how they interact with the platform, it is expected that one of the changes will be them being able to check in advance the algorithms and see what AI can do with them before they purchase the platform.

Brands will continue to deliver convenience but in more agile way, and with improved DXP, the organizations will be able to emotionally connect to their customers and become more relevant in their customers’ lives. As we as a society become more digitized, to build brand loyalty the businesses have no other choice but to keep up with the digital-driven customers’ demands since the users will easily switch to another competitor unless their needs are met beyond expectation, which is exactly what I-ON Communication can provide with ICE, I-ON Digital Experience Platform. I-ON Communications’ DXP provides a better digital customer experiences across all customer touch-points including websites, mobile sites, social networking services, and customer transactions. I-ON DXP will help your business create a compelling presence across the customer's entire journey, it will allow your organization to improve brand loyalty, enhance customer engagement by offering relevant and personalized content and, as a result, drive demand and business growth.