Today's consumers, operating in highly digitalised markets, have increasingly high expectations of brands – particularly in terms of the quality of communication related to the purchasing process. One of the most important elements of companies' business strategies is the management of the digital customer experience, which is why many new channels and tools for CX design have emerged. A flagship example of this is all kinds of DXP-type solutions, i.e. platforms with powerful analytical options that offer comprehensive instruments to increase efficiency in developing CX.

The essence of DXP is to create processes that puts the viewer at the center, providing them with a consistent and personalised experience. Brands using this type of platform are constantly improving their websites because, thanks to a central system for collecting data from various sources, they know exactly how consumers interact at each level, i.e. the virtual touchpoints.

What is the Digital Experience Platform (DXP)?

DXPs may on the surface resemble a CMS in terms of functionality, but they are much more powerful in terms of analysis and the creation of the customer experience with the brand. They allow the creation of consistent, attractive content, distributed across several channels or devices, in a highly personalised manner. These systems collect data on user behaviour and then process it so that each subsequent interaction is even better and ends in engagement on the part of the recipient.
Software based on the DXP architecture usually consists of a number of modules, which can be easily enhanced with new functions and adapted to specific needs. An undoubted advantage is the option to integrate with other applications, such as CRM, payment operators or e-commerce solutions, so that collections of content are simultaneously delivered via a dedicated API to a number of locations, e.g. blogs and mailings.
DXPs are also characterised by a high degree of flexibility, meaning that any changes to the front-end or back-end can be made independently, i.e. implementing any modifications does not disrupt the operation of such a system. Their integrated structure provides companies with a full range of possibilities for generating a closely tailored digital experience, as manifested, for example, by displaying the same personalised messages in different channels.
DXPs allow brands to control almost every aspect of the contact, even in terms of the style and logic of the message. They are an ideal tool for getting to know, as well as understand, users better. This makes it possible to optimise the actions taken and strive to display exactly what the recipient wants to see on the screen of the device at any given time, and the satisfaction of doing so translates into the desired results.

DXP key performance indicators

DXP-type solutions are being described as the future of digital experience design because they provide greater personalisation, flexibility, speed and reliability. To be sure of maximising the benefits of DXP, it is important to measure their effectiveness on an ongoing basis using the determinants we describe below.

1. Personalisation

• Greater efficiency – DXP's architecture allows for personalised experiences and parallel delivery of content across multiple channels. As a result, businesses can calibrate their services to achieve maximum efficiency. With greater automation, such as in content management, staff do not have to spend time supervising every last detail.
  • Indicators: number of active users, degree of automation, verification procedures implemented.
• Easy integration – DXP platforms enable fast and seamless integration of the environment with other applications or website resource libraries. Set-up time is reduced to a minimum.
  • Indicators: number of applications in use, start-up time, maintenance cost.
• Personalisation to specific needs – thanks to extensive customisation options, the DXP can be tailored to the requirements of a particular team in such a way that its work runs smoothly.
  • Indicators: the level of member satisfaction with the platform, the extent to which the structure has been adapted to one that maximises convenience of operation.

• Reduced costs – DXP's modular structure makes it easy to introduce new features, and thus allows you to adapt to current expectations in a short space of time, without incurring expenses. Adding options does not require the entire system to be put up, but is limited only to the launch of a so-called microservice.
  • Indicators: level of loading of the platform with functions and add-ons, 'overlap' of microservices (verifying whether they can be combined into one).
• Efficient collaboration – in DXP, any changes to the front-end can be implemented without modifying the back-end, which is a significant convenience for the IT department. This significantly reduces the number of requests, e.g. for technical problems, resulting from the implementation of improvements.
  • Indicators: percentage of orders not completed on time, number of tickets for minor changes, time from submission to completion.

• Reduced time-to-market – the more streamlined the upgrade capabilities of the various DXP functions, the faster you can deliver the kind of experience your customers want at any given time.
  • Indicators: displays and conversions (e.g. on a product page).
• Customer satisfaction – personalisation has very quickly grown from a trend to an absolute 'must have', regardless of the industry. DXP platforms are a tool that makes personalisation at consumer touchpoints much easier.
  • Indicators: Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), customer acquisition cost, conversion rate.

• Greater brand reach – the construction of DXP platforms allows almost unlimited growth, without the need to create each element from scratch. This facilitates access to new target markets (e.g. if you decide to expand into another industry).
  • Indicators: site loading speed, number of locations and languages used.
• Better return on investment (ROI) – DXP's modularity allows content delivery to be optimised, which positively improves the profitability of the activities undertaken.
  • Indicators: time spent manually reworking content, reuse error rate.

• High level of security – DXP's characteristics support error detection at an early stage and avoid situations such as site outages, breaches of customer information or data loss.
  • Indicators: number of security breaches, frequency and extent of data loss.
• Consistency in the content shared – is closely linked to scalability, i.e. if the solution currently used in the company cannot handle a lot of traffic, then it is worth opting for DXP.
  • Indicators: site loading time, downtime during increased traffic, number of errors.

Measuring the effectiveness of your DXP strategy is one of the first steps to ensuring a high-quality digital experience for your audience. By monitoring the above indicators, it is possible to verify precisely how the various aspects of your online presence are affecting your business. It is important to remember that this cannot be seen as a one-off or ad hoc measure, but a long-term process that needs to be constantly refined and analysed.