What Does DXP Stand For?

DXP stands for digital experience platform. DXPs are truly an all-encompassing software system that connects data and content with customers to create a seamless personalized digital customer experience. DXPs have tools that interact with all customer touchpoints, so they have components such as content hubs, CRM, UX and UI design tools, DevOps, digital asset management, data security, and more. The development of DXPs arose out of a disconnect between customer data and how it can be leveraged in marketing channels such as websites, social media platforms, advertisements, and customer touchpoints such as customer service, e-commerce platforms, and so on. DXPs cover a lot of ground in terms of the functionality they provide, and each of the component pieces of a DXP are often full-fledged software themselves. These pieces include, but aren’t limited to, hybrid or headless CMS software, personalization software, marketing automation software, CRM software, data management platforms (DMP), digital analytics software, various translation and localization tools, and other assorted content management systems. DXPs are relatively new, and most major competitors in the market arose in the past decade. There is room for fluctuation as the market settles, and market experts are watching the space closely as DXP vendors prioritize specific features, acquire other software solutions to fold into their product, and settle on definitions of the category. What Types of Digital Experience Platforms (DXP) Exist? DXPs must provide extensive feature coverage to achieve the cross-channel customer experience optimization they are intended for. As a result, vendors leverage one of two models to include all the necessary features in their solution. Both models have advantages and disadvantages depending on what software the business is already using, so buyers need to ensure their desired DXP fits with their existing software stack. Open DXPs Open DXPs may be thought of as connective tissue that integrates multiple best-of-breed solutions, allowing users to orchestrate their marketing strategy with the best available point solutions. Leveraging an open DXP is especially attractive to businesses that are already using some of the software components integrated into a given offering. The main appeal of an open DXP is the ability to use the best-of-breed solutions for the individual components needed for a DXP. However, that strength can also be a drawback for some companies. Since open DXPs consist of multiple, integrated point solutions, users must have a strong understanding of each to get the most out of the larger DXP ecosystem. If a business hasn’t leveraged many marketing tools or content management systems in the past, jumping right into an open DXP may be challenging. Businesses considering an open DXP should ensure their workforce is either already familiar with the individual component pieces of software, or be prepared to offer comprehensive training on each solution. Closed DXPs Closed DXPs are all-in-one platforms that include all the individual pieces of a DXP in a single, unified system offered by one provider. While open DXPs integrate multiple solutions to achieve all the functionality needed for a full DXP, closed DXP providers offer a one-stop shop where buyers find all the features they need in one platform. Since all-in-one DXPs are a closed ecosystem, these types of solutions are helpful to companies that thus far haven’t invested much in their marketing stack or those looking to consolidate their stack. As is the case with open DXPs, all-in-one solutions aren’t without potential issues. Since all the components of a closed DXP are developed and maintained by one provider, there isn’t a guarantee that the individual pieces are of best-in-class quality. Closed DXPs also host far fewer integrations with other software (ultimately, to incentivize users to utilize as much of the platform as possible). This is particularly disruptive for companies with an established marketing software stack.

DXP Platform Features

As mentioned previously, DXPs are made up of an integrated set of technologies, each with its own granular feature set, meaning they have dozens of features. Listed below are the component software within DXPs and their role within the DXP ecosystem. Hybrid or headless CMS: Hybrid or headless CMS is a foundational component that DXPs are built on. With headless CMS, users are not required to create bespoke front ends for applications when planning and designing content delivery. This streamlined, device-agnostic content delivery allows businesses to focus their effort on the content itself and how it can be personalized and optimized. Personalization: Efficient digital experience personalization is the overall goal of DXPs. The personalization tools within DXPs are effective because they provide direct access to multiple repositories of customer and user data. Since businesses often keep that kind of information in many disparate, disconnected silos, other personalization solutions can struggle with effectiveness. DXPs streamline personalization by integrating all these data repositories into the systems that deliver content. Marketing automation: The digital marketing automation arm of DXPs handles broad-reaching marketing orchestration by pulling customer and user data from CRMs and data management platforms, delivering experiences across multiple channels, and pulling content from various content storage repositories. Digital asset management (DAM): DAM tools are content management systems that specifically handle the storage and delivery of marketing collateral. DAMs are a pivotal component within DXPs since other pieces, like marketing automation tools, pull content from them when orchestrating content campaigns. Data management platform (DMP): DXPs include a DMP within their offering to house customer and user data. DMPs sometimes integrate with customer relationship management (CRM) solutions to intake more customer data. DXPs are heavily reliant on the data housed within this component to create personalized content in real-time. Translation and localization: DXPs include translation and localization tools, which are useful when businesses attempt to personalize digital experiences based on a user’s preferred location or language. E-commerce platforms: Many DXPs also provide all the functions of an e-commerce platform, allowing businesses to run an online store within the same platform that maintains the rest of their digital presence. E-commerce websites provide many features that regular web content management software does not, like integrations with inventory management, search and navigation, and payment gateways. Digital analytics: Gathering and applying analytics are key components within DXPs. Businesses leverage digital analytics to measure content performance and user experience, which are then used to further refine their digital experiences.

Potential consolidation of the marketing software stack: Depending on solution type, industry, and size of the business, a DXP can eliminate the need for some of its individual marketing technologies. A DXP has multiple functionalities, so these platforms offer all the features of the necessary individual software, but on a unified system, making this type of solution helpful for companies that haven’t invested a lot into their marketing technology stack or for those that want to consolidate their stack. Optimal content usage: Businesses strive for repeat customers, and one method of accomplishing this is via personalized content that keeps bringing customers back. Once businesses have a deeper understanding of who their customers are, what content they’re looking for, and where they are in the buying process, they can use a DXP to leverage this data to provide personalized content across numerous channels based on context, interaction history, preferences, and several other factors. In this way, DXPs ensure that the entire customer lifecycle is consistent. Single control center: DXPs allow for the control of all related business processes on a single platform, eliminating the need to switch between multiple software to perform different tasks. This makes it easier to track user behavior across various touchpoints, analyze this data, and deliver relevant content, allowing for time optimization, cost savings, and improved customer satisfaction.

Page 4 | Best Digital Experience Platforms (DXP): User Reviews from November 2026

Crownpeak DXM

Crownpeak provides the leading, enterprise-grade, cloud-first Digital Experience Management (DXM) platform. The Crownpeak DXM platform empowers Fortune 2000 companies to quickly and easily create, deploy and optimize customer experiences across global digital touchpoints at scale. Besides featuring content management, personalization, search, and hosting, it is the only digital experience platform that includes built-in Digital Quality Management (DQM) to ensure brand integrity, best practices, and web accessibility compliance. Recently, Crownpeak acquired Evidon, the leading provider of simple technical solutions to complex digital Governance, Risk & Compliance (GRC) challenges, including a new Universal Consent Platform, designed to help companies comply with the General Data Protection Regulation (GDPR). Recent Awards & Distinctions: * Listed as a “Visionary” in Gartner’s 2015 Magic Quadrant for Web Content Management * Listed as a “Visionary” in Gartner’s 2016 Magic Quadrant for Web Content Management * Listed as a “Visionary” in Gartner’s 2017 Magic Quadrant for Web Content Management * Listed as a “Contender” in the 2016 Forrester Wave * EContent 100 2016 Named In a List of Companies that Matter Most in Digital Content Industry

Average Rating: 3.8/5.0

Total Reviews: 35

How Do G2 Users Rate Crownpeak DXM?

Web Analytics: 3.3/10 (Category avg: 8.2/10)
Audience Insights: 3.3/10 (Category avg: 8.1/10)
Campaign Tracking: 3.3/10 (Category avg: 8.1/10)
Has the product been a good partner in doing business?: 8.5/10 (Category avg: 9.1/10)

Who Is the Company Behind Crownpeak DXM?

Seller: Crownpeak Technology
Year Founded: 2001
HQ Location: Denver, CO
Twitter: @CrownPeak
1,512 Twitter followers
LinkedIn® Page: www.linkedin.com
165 employees on LinkedIn®

Who Uses This Product?

Top Industries: Marketing and Advertising, Insurance
Company Size: 52% Medium, 40% Large

What Are Recent G2 Reviews of Crownpeak DXM?

"An excellent, extremely flexible, Digital Experience Tool"

Rating: 5.0/5.0 stars

— Andy W.

Best Digital Experience Platforms (DXP) - Page 4

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