What Is Digital Experience Management?

Digital experience management represents the strategic practice of designing, delivering and optimizing personalized interactions across an organization's digital touch points and across the broader customer journey.

The approach combines content management, data analytics, customer insights, testing & optimization, and automation to ensure digital interactions feel relevant, cohesive and engaging across websites, apps, social platforms and other channels.

Modern digital experience platforms integrate tools for content creation, personalization, experience optimization, omnichannel delivery and performance measurement. The practice focuses on understanding customer needs in real time, orchestrating unified experiences and continuously improving outcomes through data-driven insights and emerging technologies like AI.

What Are Digital Experience Platforms?

Digital experience platforms — often referred to informally as DXP software and yet still called Content Management Systems (CMS) in many circles — have become the backbone for modern brands' public facing digital infrastructure, working to deliver effective multichannel digital customer journeys.

At their core, DXPs unify content creation, management, delivery and optimization across web, mobile, IoT, apps and more, while tightly integrating with customer data, analytics and external systems. According to CMSWire research, DXPs are perceived as crucial by enterprises looking to achieve operational agility and deliver contextualized, personalized experiences at scale.

For an in-depth exploration of modern DXP architectures, strengths and challenges, see our digital experience platforms primer.