CHAPTER 1 Introduction to Digital Experience Platforms The digital strategy of all organizations primarily focuses on providing rich and engaging user experience. Customer experience-focused strategy leads to increased customer engagement, which in turn increases key success metrics such as site traffic, repeated visits, conversion rate, and such. Digital experience platforms (DXPs) provide an integrated set of technologies built on platform philosophy to engage users throughout their journey. DXPs provide seamless user experience across all user touch points. A DXP is a convergence of all customer-centric technologies such as content management systems, portals, analytics, campaigns, targeting, search, mobile apps, and such. Industries dependent on digital technologies are undergoing rapid disruption mainly fuelled by changing tech-savvy customer expectations, disruption in digital technologies, and due to widespread popularity of mobile devices. Incumbent organizations are undertaking digital transformation exercises to meet the customer expectations and to stay competitive. Organizations can increase their online revenue through user engagement. User engagement also increases cross-sell and upsell opportunities, and increases user retention and lifetime value of a customer. © Shailesh Kumar Shivakumar, Sourabhh Sethii 2019 3 S. K. Shivakumar and S. Sethii, Building Digital Experience Platforms, https://doi.org/10.1007/978-1-4842-4303-9_1