Customer experience has become the name of the game for marketers. And digital experience platforms (DXPs) provide tools for providing a consistent and engaging presentation layer across digital channels, whether sites, portals, mobile web or apps, voice agents or other delivery platforms.
Research firm Gartner is out with its first Magic Quadrant report on DXPs [fee required if from Gartner; a free version is available from Adobe and other vendors], replacing its previous Magic Quadrant on Horizontal Portals. It surveys this essential category, whose functions include persona modeling, journey mapping, responsive layout, data-driven design, content management, search, personalization, rating and recommendations, access to information based on roles and many other tasks.
The report notes that digital commerce is not essential for a DXP, although some DXPs do offer commercial capabilities.
The key thing to remember about digital experience is that it’s not just content and information, but also insight, personalization and connections. In a way, I would add, it’s like the difference between a logo and a brand. It’s not just the info, but also the overall set of interactions that define a relationship with a customer.
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