Live Event
DXP: The next evolutionary step in content management
The Digital Experience Platform, DXP for short, is currently on everyone's lips as the next evolutionary step in content management: as an all-encompassing solution for all content, CRM and eCommerce channels, it can be the solution for homogenising digitisation in the company. In the last LinkedIn Live Event, Kaan Karaca, Executive Director Of Technology at denkwerk and Tushar Marwaha, Commercial Director of the DXP system Ibexa talked about the prerequisites for the next step in digitisation in companies:
What is DXP actually?
A digital experience platform is a system that can unite the various digital segments of a company under one bonnet. In addition to the classic content management system (CMS), other components such as shop systems, social media channels or customer relationship management (CRM) can be combined here to create a uniform experience - both on the customer and employee side. The B2B and B2C pillars can also be brought together as part of the implementation of such a system.
"An ecosystem is emerging around the CMS itself, which is connected to the DXP but has its own raison d'être."
B2B and B2C must come together
This is also urgently necessary, as Kaan Karaca emphasises: B2B customers are of course also B2C customers in a different context - for example, privately - for example, at the well-known web shops. In terms of the customer journey, these currently often have clear advantages over the B2B market, where very often traditional methods are still used. In many companies, this is still handled very conservatively. At the same time, many companies have "silo structures" in which the departments do not cooperate much with each other.
Tushar Marwaha adds that sales often still take place via direct customer contact and orders are often still processed via classic communication channels such as fax. A DXP like the one from Ibexa, which focuses on the B2B sector, can be the solution here to advance digitalisation in the company. A DXP combines existing and new systems. In this way, it not only improves the processes in the company through more efficient operation of the digital tools and a uniform customer journey. But ultimately it also drives sales and can avoid unnecessary costs.
According to Karaca and Marwaha, a uniform customer experience in the B2B and B2C areas is also necessary in order to appeal to modern decision-makers - keyword Millenials: A uniform interface including a central interface for other channels such as social media and the most customer-friendly operation possible are the goals here, or, as Marhawa points out, "At the end of the day, it's not about one trainer in B2B, but hundreds, but the customer wants the same experience as in B2C."
For example, depending on the company's orientation, a DXP system can detect whether a B2B or B2C customer is logging in - and generate output accordingly. It also allows the data sources to be played out medially, for example as a shopping offer in a content-driven DXP or as a social media post.
"It's all about experience and at the end of the day making the end customers happy."
Deciding what is needed
In addition to Ibexa, there are of course a number of DXP systems that we at denkwerk select with and for our customers depending on the industry and the objectives. We take stock of the existing digitisation solutions, ask our customers about their wishes and goals, and finally select a customised solution.
It is perfectly possible to integrate existing systems and solutions into a DXP system: The integration of a DXP does not have to be done in a "big bang", as Kaan Karaca emphasises: rather, the DXP system can be gradually integrated into existing structures and complement them. Ultimately, this results in a customised system for companies that combines all existing and new channels and systems - and makes your company fit for the future.
By the way: If you are further interested in the topic of DXP, you can find our whitepaper here in the blog
