From a headless CMS to a DXP – the path to creating the ideal digital customer experience

Data moving from one source to another.

Digital marketing is only effective when all the content is managed with the maximum possible efficiency. And for this to be achieved, suitable content management systems (CMS) must interlink all the user touchpoints in a sensible way. A headless CMS or a DXP is a superb solution to create the ideal digital customer experience. But how exactly do the two approaches work?

Nowadays, customers expect to be offered a range of personalised and attractive digital services that extend across all channels. An excellent digital customer experience is key to a company’s success. However, recent years have seen the touchpoints of the customer journey enter a state of continuous flux. The CMS provided the starting point for managing text, images, videos and more besides in a single central location. As this became ever more complex, the headless approach became an established method, simplifying the content presentation across multiple channels. Now, digital experience platforms (DXP) are becoming more prominent.

A headless CMS for greater flexibility

In a classic CMS, it is comparably difficult to alter individual components, which is why a complete relaunch is usually absolutely essential after around five years. Designed as an alternative solution, the essential idea of the headless approach lies in relying on many different software solutions instead of just a single monolithic one and decoupling the frontend from the backend. During a relaunch, only the frontend part needs to be replaced, keeping the stable data and process base in the backend intact – so the headless approach enables far more flexibility and agility than can be achieved with a conventional CMS solution.

Ideal presentation on all terminal devices

The headless approach is considered particularly future-proof and flexible compared to conventional CMS approaches. The key advantages are as follows:

  • Decoupling the frontend and backend enables far faster and less complex responses to changing needs, such as the connection of an additional channel for presenting content or expansion to include other modules.
  • In addition, complex content can be published with greater ease and efficiency here – so it can be shown in the best way on all channels and terminal devices, in turn creating an improved user experience.
  • A headless solution is not only easier to maintain but more durable than conventional CMS solutions, too.
  • In the long term, this can therefore help to cut costs.


DXP – a digital strategy for the future

However, designing and implementing digital experiences is becoming ever more complex due to the growing number of customer touchpoints – from online shops and social media, apps, websites, chatbots and messenger services to classic bricks-and-mortar retail. The process is about accompanying and addressing customers in different ways – from the first meeting and the initial idea, to curiosity, considerations, comparison and configuration, right up to the purchase, which is then followed by use, maintenance, customer service and repeat purchase. So business, technology and the brand have to be interlinked to create one coherent whole. That’s where the DXP comes into play. It is an integrated software framework for interaction with different target groups across various digital touchpoints. It is based on four fundamental principles of modern software architecture, which are usually summarised using the acronym “MACH”: “microservices”, “API-first”, “cloud-native” and “headless”.

Next-level architecture designed to meet complex requirements

A DXP helps companies to bundle and fulfil these different requirements. Additionally, it can significantly relieve the strain on staff by means of automation and quick provision of better information. The key advantages are as follows:


  • If something is changed at one touchpoint, the appropriate content is presented at each interaction point.
  • Effective integration, adaptability, optimised workflows and insight into customer interactions allow for better control and cut costs.
  • The modular architecture comes with less risk and greater flexibility. The tech stack can be put to more effective use across all departments.
  • Reliable data is available from a central source, enabling a standardised view of customers and preventing data silos.

State-of-the-art technology – a key factor for success

Nowadays, efficient content management is a key factor for success when it comes to digital marketing. Customer management systems form the foundation for all measures taken. Complex requirements such as those encountered in omnichannel concepts are child’s play to implement with a DXP. The customer data obtained can also be used to improve content personalisation, something that will become increasingly important as we enter a cookieless future from the end of 2023.

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