About This Constellation ShortList™
Digital experience (DX) platforms are intended to coordinate the volume and complexity of customer interactions across marketing, service and commerce. They provide a means of managing web properties, mobile app interactions and digital content; evaluating customer behaviors; and tailoring content and communications based on those behaviors in context as well as other characteristics.
The true value of a DXP is often in how effectively and efficiently the solution can bridge consistency gaps across the totality of digital touchpoints across the customer experience front lines. DX platforms facilitate tailored experiences, regardless of organizational function or team, that are consistent across all digital points in the customer journey. Some also provide capabilities to support in-store or offline elements of customer experience as well.
These systems typically combine content management, web and mobile experience, and commerce management. They make it possible to create personalized customer journeys across marketing communications and commerce sites. They analyze customer behaviors and identify important or distinct patterns, often using artificial intelligence (AI). AI may also be applied to dynamically serving content to customers.
Constellation considers the following criteria for these solutions:
- AI and machine learning capabilities
- API availability, microservices architecture
- Campaign to commerce
- Content management
- Data management
- Developer resources
- Digital asset management
- Digital feedback loops
- Display management
- Testing and optimization
- Mobile app platform
- Journey orchestration
- Personalization and targeting
- Reporting and analytics
The Constellation ShortList™
Constellation evaluates more than 50 solutions categorized in this market. This Constellation ShortListis determined by client inquiries, partner conversations, customer references, vendor selection projects, market share and internal research.
- HCL Digital Experience
- Oracle CX
- Salesforce Digital Experience
- SAP Customer Experience
Frequency of Evaluation
Each Constellation ShortList will be updated at least once per year. There could be an update after six months, should the analyst deem it necessary.
Constellation clients may work with the analyst and research team to conduct a more thorough discussion of this ShortList. Constellation can also provide guidance in vendor selection and contract negotiation.