EXECUTIVE BRIEF

Digital Experience Platforms—
the CFO perspective
Many organisations are investing heavily in Digital Experience Platforms (DXP)
to gain competitive advantage in an omnichannel world. However, a strategic
approach to how DXP software is purchased and consumed can make thedifference between seeing ROI or best-of-breed software that may makemarketers’ lives easier but has a very high TCO attached.

High ROI,
Low TCO withunlimited license
Modern CX
capabilities
provided bymarket-leading
applications
Enterprise class—scalable, robust,
secureWe live in a world where pricing is transparent, where cost—in effort or money—
to switch from one supplier or service provider to another is very low; today it’scustomer experience that is providing brands with a competitive advantage, driving
revenue growth, and securing customer loyalty. A modern customer experience isalso an omnichannel one—where customers move from one point of engagement(web, contact-center, social, or real-world) to another, based on their need andpreference. Orchestrating a cohesive, contextual experience that meets brandstandards, while achieving business goals, across all channels and touchpoints,
and while delighting customers is a massively difficult task. Increasingly, customercentric businesses are investing in digital experience platforms to help theirmarketing, operations and customer service teams meet this challenge.

What is a DXP, and what does it do?
According to Gartner, “A digital experience platform (DXP) is an integrated andcohesive piece of technology designed to enable the composition, management,delivery and optimization of contextualized digital experiences acrossmultiexperience customer journeys.”
The exact composition of a DXP varies based on the requirements of how thatbusiness acquires and serves their customers, but normally will include softwareto handle “traditional” digital channels (such as Web, mobile, and Apps), Contact
Centre/Voice, email, or direct mail, and offline (e.g. in-store). This would typically
include, for example a Content Management System (CMS) which is the primary
tool for running the website, or Customer Communications software for generating

“OpenText should appear
on your short list if you
require comprehensive
DXM capabilities,
particularly if you are aSAP user.”
OpenText now has an extremely
robust DXM portfolio. OpenText’s
headless and decoupledarchitecture means that enterprises
no longer have to rip and replaceentire portfolios but can retain
existing technologies such as
DAM and analytics…It can also
be used in hybrid use cases, forexample, providing the experiencelayer to best-of-breed solutions...
OpenText’s close relationship withSAP means that there is tight native
integration with the ERP system, andit also makes OpenText the DXM ofchoice for many SAP users.”
Omdia Universe: Selecting a Digital
Experience Management Solution,
2020–21

Digital Experience Platforms—the CFO perspective

either printed to digital statements or communications, but would also generally include
cross-channel solutions, such as Digital Asset Management (DAM) which handles
creation and distribution of images and video across multiple channels, or analytics forunderstanding performance metrics, Voice of the Customer and driving optimisation.

How is a DXP different from the existing technologies
you already use?
A DXP is a manifestation of a trend within Digital Customer Experience for greater
connectivity between component parts of a customer experience technology
ecosystem. Weaving together these different components creates a platformthat is more capable of delivering the connected, contextual, hyper-personalised
experiences that customers demand today. It is an evolution, rather than arevolution. As parts of their existing technology ecosystem are upgraded orreplaced, enterprises with a mature Digital Customer Experience strategy makedecisions about technology through the lens of this platform approach. Will thechange make the platform more coherent, powerful, and capable of providing
experiences that delight customers and deliver competitive advantage?

Best-of-breed vs Strategic Consumption and TotalCost of Ownership
Historically, in response to cost pressures and incredibly competitive markets,
many enterprises have taken a best-of-breed approach, with individual business
units purchasing the most capable (from their perspective) customer experience
software that they could afford, usually from a range of different vendors. While thissiloed approach can provide a set of very powerful tools – within each functional
area – there is a real risk that these pieces won’t work together and can nevercohere into a Digital Experience platform. If a solid integration is possible, the costof creating that integration may be astronomical. Best-of-breed can prove to be afalse economy, where a marginal advantage in capability can result in a significant
increase in cost.

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“OpenText’s DXP is wellsuited to supporting
logged-in, authenticatedexperiences, particularly
for B2B use cases, thanks
to its identity management,security, accountservices and integration
capabilities.”
Gartner
Magic Quadrant for
Digital Experience Platforms
January 2020

The OpenText DXP Difference
OpenText’s Market-leading Digital Experience Platform makes it faster, easier andmore cost effective to adopt new capabilities, and accelerate digital transformation
to deliver a completely personalized, contextualized, frictionless experience acrossevery channel. Our proven, market-leading solutions cover the most important
domains of digital CX, such as content management, digital asset management,
customer communications, contact center, customer analytics and businessprocess and collaboration – all built on powerful, scalable APIs to integrate witheach other, and solutions from other vendors (even if they’re OpenText competitors).
These software solutions can be consumed using an “unlimited” license model. Deploy
as much of OpenText’s DXP software as you require within a fixed term (typically 3years) – at the end of the term, what you have deployed becomes your entitlement
going forward. This approach replaces risky, inaccurate budget estimates for software
expenditure with a stable, time-bound, fixed cost. Furthermore, buying from OpenText
vs a selection of vendors typically results in a cost saving of more than 75%.

Flexibility In the Cloud
OpenText’s DXP supports your Cloud strategy with tremendous flexibility andvalue. You can deploy some, or all, of your OpenText software in the cloud of yourchoice. You, can either manage it yourself or take some, or all of the licensed
software as a Managed Service from OpenText.
If your strategy is to “rent” rather than buy software, OpenText can provide you witha pure subscription service with discounts that scale up according to the amount ofour software you use.

The Bottom Line
CFOs should understand the complexities of how their organisation purchases
software that supports customer experience, and the different factors that aredriving that behaviour. As the defender of the bottom line, a CFO should ensure,through the procurement process, that individual business units’ wants and needs arebalanced against the overall total cost of ownership for the technologies across theorganisation. OpenText’s DXP offers strong integration, true omnichannel capabilities
and an unlimited licensing model that can deliver much lower TCO and significant ROI.

Digital Experience
ACQUISITION
MARKETING
SEM

Adds

SearchCONVERSATION
DisplaysWeb

App

Wearable

Personal
Video

Contact
Center

RETENTIONCUSTOMER SERVICEInteractive
XTMLDirect
Mail

EmailSMS

Personal
Assistant

Chatbots

SocialHTMLEXPERIENCE
Content Management, Targeting& Personalization

COMMUNICATIONS
Omnichannel Customer
Engagement & Conversations

ASSETS
Digital Media and Creative Collaboration
DATACustomer Data & AI

INTEGRATIONSMarketplace

Extended SERVICES

Experience Platform

INSIGHTS
Voice of the Customer & Journey
OPENTEXT CLOUD(OT2, AWS, GCP, Azure)opentext.com/contact

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For more information, visit: https://www.opentext.com/about/copyright-information • 12.2021 | 19485 EN

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