Category Strategy
Publication date
23 July 2020

Why you should consider an open DXP

Time to read 5 minutes read

A digital experience platform (DXP) is an integrated set of core technologies that support the composition, management, delivery and optimization of contextualized digital experiences. Gartner

Consumer behaviour has changed, for ever. The recent COVID-19 pandemic has altered how people interact with brands and organisations as they increasingly use digital as part of their everyday life.

So, not only do consumers expect ubiquitous digital interactions but they now want to transact with organisations on their own terms, expecting convenience and a seamless customer experience across all touch points.

This is where a DXP comes into play...

An open source DXP gives you the ability to create, develop, personalise and manage digital experiences throughout the customer lifecycle. 

Understanding DXP as a flexible, evolving Ecosystem 

A DXP is not a product. It is an integrated, centralised enterprise software framework or ecosystem that gives a company the ability to differentiate from their competition and drive more customer engagement and ultimately more revenue.

In effect, this has become a business imperative for companies involved in digital transformation and their adaption to the new Digital First world.

At its core, a DXP is based on a content management system, a content personalisation engine and omni-channel content delivery. However, there is a myriad of other systems that can form part of the ecosystem and can be added incrementally – a CRM or eCommerce platform for example.

Planning your DXP is of the utmost importance. Though existing systems hold content and data that is typically siloed, the key to a well-functioning DXP is API-driven integration to open up this valuable information. Developing a plan of what and when to add to your ecosystem needs to be driven by both business strategy and consumer expectation in our new reality.

Once you have a unified DXP ecosystem (in the Cloud) that can centralise information from disparate systems, you can begin to harness the benefits of a a single view of the customer and the ability to serve up the personalised experiences expected by them.

For me, Open Source has always meant freedom, or an ability to create what you want without limitations. Open Source puts you in control of your own destiny.

Dries Buytaert, Founder of the Drupal Project and CTO of Acquia 

Why an Open DXP trumps a Proprietary Closed DXP

Let’s cut to the chase. From a business and technical point of view, companies need the ability to create what they want, when they want and without limitations. We need to open up technologies to get better consumer insights and ensure better user experience. Proprietary, closed DXPs do not give you the agility and flexibility required to meet these challenges.

As Ryan Picchini of Acquia puts it in his recent blog post: “Proprietary technologies often lock organizations into a set of channel-specific solutions (email, web, social, etc.) that do not work together. There is a need to “buy the stack” to get the interoperability that is desired. And, interoperability is often “on the roadmap.”. The net result with a proprietary model is that productivity slows down, new channels are not adopted, and experiences become inconsistent or non-existent.”

He continues: “Unlike closed vendors that limit your options to a predetermined set of capabilities, [an] open DXP is API-first and offers the flexibility to integrate with both bought and homegrown tools. With the path to digital transformation evolving every day, an open DXP ensures you’re prepared to easily build and deliver the right experience without getting stuck in the past.”

How Annertech and Acquia are meeting the DXP challenge head on

Annertech and Acquia are very much aligned in our thinking vis-à-vis the new reality businesses face in the Digital First world and how best to pivot to meet these challenges head on.

Earlier this year, Acquia announced their new approach to DXP and, more recently, relaunched their comprehensive suite of technologies that cover the core elements of a DXP and other important constituent services - such as their customer data platform.

Their open DXP enables companies unlock content and data to accelerate digital transformation, deliver digital experiences that engage consumers while also growing revenue.

Annertech, as Acquia’s only Preferred Partner in Ireland, are experts in strategy development and implementing Acquia’s open DXP proposition and are currently doing so with some of our clients.

Next week, we will be discussing Acquia’s place in the Gartner Magic Quadrant for DXP and will also explore the different open technologies it offers for DXP.

Why not come back for round #2!

Need advice on your DXP strategy and planning?

Why not contact us to discuss how an open DXP can quickly reap benefits for your company.