The digital experience platform (DXP) — what it is, why you need it, and how to get started

At the centre of the Digital Experience Platform, personalization creates a channel through the platform that demands high-relevance, individualized settings for each customer. This could include personalised content, product recommendations, or targeted messaging based on preferences or behavior. Therefore, personalization makes customers feel valued and understood, thereby increasing the chances of engagement and conversions. A DXP also enables organizations to maintain a personalized experience across all channels: websites, email, and mobile applications. However, a DXP goes further by maintaining such personalized experiences across all the above channels. Overall, personalization enhances customer loyalty development and the implication of growth for brands.