Five Key Benefits of a Composable Digital Experience Platform (DXP)

Solutions Review’s Contributed Content Series is a collection of contributed articles written by thought leaders in enterprise technology. In this feature, Pimcore CEO Dietmar Rietsch offers commentary on the key benefits of a composable digital experience platform.

Digital Experience Platforms (DXPs) have come a long way, with the market for DXPs estimated to reach USD 15.8 billion by 2025. Initially characterized by monolithic solutions that inhibited business flexibility, modern DXPs have become composable platforms that are readily customizable, user-friendly, and highly implementable.

Current digital businesses rely on DXPs to manage their brand’s overall digital presence in providing engaging, personalized experiences. In today’s age of digital transformation, businesses must constantly update their technology stacks due to the availability of multiple technology features and configurations. In response to this need, a composable DXP presents a future-proof solution by enabling faster adaptation to dynamic business requirements, excellent integration capabilities with other systems, and a forward-thinking approach. According to a Gartner report, by 2023, companies with intelligent composable techniques would benefit from and outpace their competition by 80% in their speed of implementing new features.

Let’s explore some of the other benefits associated with a composable DXP that helps businesses go beyond swiftly adapting to market changes:

Digital Experience Platform (DXP) Benefits

Advanced architecture

A composable DXP empowers businesses with its advanced architecture. It is a cloud-native, Software-as-a-Service (SaaS) platform built with best-of-breed modular solutions that use open-platform microservices architecture and integrate via APIs to connect with internal and external systems. This architecture enables developers and marketers to make changes simultaneously on the front and back ends. The result of it is a significant improvement in administrative efficiency that drives continuous application deployment without disruption or downtime. On top of this, composable DXP allows all business departments to continue using their familiar and preferred systems and tools, which enhances productivity, efficiency, and employee engagement.

Additionally, the platform enables customers and employees to interact seamlessly across channels with the client UI, including HTML or CSS, JavaScript, JSON, GraphQL, Odata, and more. Each user’s interaction on the UI generates requests handled by the appropriate infrastructure. The data generated by user interactions, request routing, and application logging are stored in the data layer, which includes platform data, customer data, engagement analytics, and content indexes. This data provides valuable insights that help businesses understand their customers and improve their digital experience. Overall, the architecture of a composable DXP is a powerful enabler for companies to enhance their efficiency and productivity across the organization.

Flexibility & Customizability

The ever-evolving digital landscape demands the agility and ability to adapt quickly to customers’ changing needs. Composable DXP is needed for its flexible, customizable, and lightweight approach to content and digital experience solutions. The outcome is fewer dependencies

associated with each capability, making deployments easier to plan and schedule, less risky, and requiring fewer resources. Decoupling the back-end content management system (CMS) from the front-end experience is a vital aspect of a composable DXP, enabling businesses to leverage the increasing popularity of headless publishing from major CMSs and DXPs. Furthermore, it allows enterprises to keep pace with the rising complexity of the omnichannel world and publish content across multiple experiences, including voice.

The headless approach of composable DXP allows companies to build a system component by component. It translates into a best-of-breed approach that avoids the pitfalls of a one-size-fits-all program, empowering businesses to achieve their goals without compromise. Additionally, a composable DXP eliminates vendor lock-in, providing complete control over customer touchpoints and the ability to integrate technologies. To sum it up, a composable DXP is the ultimate solution for businesses seeking the agility to adapt to changing customer needs, stay ahead of the competition, and provide superior customer experience.

Customer-Centricity

It is difficult to overplay the importance of providing customers with an exceptional user experience, and composable architecture allows businesses to do just that. Composable DXP delivers the freedom to add countless integrations and front-facing channels to capture conversions effectively. For example, integrating a program that collects information on the timings of users’ visits allows a business to release content when it is most effective. Furthermore, using APIs in composable DXP means it is future-proof and ready to integrate unlimited new technology. It enables businesses to meet unique customer needs by prioritizing CX and creating personalized customer journeys to analyze what works.

This approach puts the customer first by providing a centralized platform for all customer behavior and adapting assets and strategies based on customer needs. Composable DXPs enable businesses to create omnichannel experiences, launch consistent campaigns on multiple channels, and better understand customers by integrating analytics and reports from every channel they use. The data collected from these channels can assist businesses in offering personalized experiences, a crucial driver of customer loyalty. The freedom provided by composable DXPs enables enterprises to prepare for both short-term and long-term success.

Faster Time-to-Market

Businesses often rely on IT teams to turn concepts and ideas into tangible results, but this can slow down the process and prevent the business from moving quickly enough. A composable DXP allows companies to build web experiences, reuse content, personalize it at scale, and test multiple variants that deliver a faster time-to-market. This results in faster implementation, quicker feedback, and the ability to optimize campaigns frequently, allowing them to stay ahead of the competition.

A composable DXP gives businesses the ability to concentrate on competencies of their brand, thereby speeding up processes. They can choose from customer data platforms, artificial intelligence tools, marketing automation, e-commerce functionality, or any other feature that can help them meet customer expectations and improve the user experience with personalized content. By doing so, they can quickly improve their speed to market and business returns. It also allows companies to easily add new tools to their technology stack or switch to a vendor that offers the features they need, making them agile and adaptable. In essence, composable DXPs empower businesses to customize their technology stack and promptly deliver what their customers demand in the marketplace.

Future-Readiness

Enterprises seeking to leverage their mission-critical business systems are increasingly turning to composable DXP solutions for their flexibility and future-proof design and value offerings. Composable DXP solutions provide an open ecosystem approach that is innovative and scalable, making it the winning option for brands that want to stay ahead of the curve. The future outlook of DXPs is likely to shift toward creator experience, with a growing emphasis on making it easier for practitioners to build and deploy experiences using data and content from multiple sources seamlessly.

This shift is expected to bring many more visual and no-code tools for building customer journeys, content relationships, and experiences. And it will be instrumental in enabling rapid experimentation and testing while maintaining vendor flexibility. In addition, there will likely be more innovative applications of AI and ML that can differentiate DXPs offerings. As tech stacks become increasingly complex, the DXPs that employ AI through smart components and offer ease, speed, and breadth of third-party system integration will be favored. This will enable enterprises to automate their processes, improve customer engagement, and drive growth.

Revolutionizing Experiences

Composable DXPs integrate packaged business capabilities (PCBs) to address an organization’s specific technological and business requirements. The platform can be effortlessly replaced or updated by amalgamating a diverse range of best-of-breed solutions that function harmoniously, making it an ideal choice for dynamic businesses seeking agility and versatility. Moreover, composable platforms have become a potent tool for accessing selective, cutting-edge solutions crucial for modern businesses’ success. By flawlessly integrating innovative and specialized technologies, composable DXPs have become indispensable for achieving sustainable growth and long-term success.