Gartner just released their much anticipated 2021 DXP Magic Quadrant report. This year sixteen providers were ranked ranging from expected leaders such as Optimizely (), Sitecore, and Adobe to rising players such as Magnolia. A notable trend is that Gartner appears to be moving away from “monolithic” players like SAP and towards more agile platforms that deliver at the speed and the flexibility that businesses need to succeed.
Above all else, Gartner emphasizes the need for DXP providers to support a “highly contextualized experience” for customers across all channels. Although this trend has been increasing year over year, the pace of transformation in the marketplace accelerated over the course of 2020 due to increased reliance on digital channels to connect with customers. This is something we have seen first-hand among our clients across all industries. Static platforms relying on technology that cannot scale – or platforms that require loosely-fitted bolt-on applications to deliver personalized customer experiences –are failing to meet the digital expectations of both B2B and B2C customers.
The implications of failing to deliver on customer expectations are significant as those that fail to adapt are seeing customer attrition occur faster than ever before. The knee-jerk fall back of incentives and price cuts is not sustainable for the long term. Yet, without a strong customer experience “engine” in place, this is often the only lever these organizations pull. Greeting digital customers with the same familiarity as those you see through traditional channels is becoming table-stakes.