What is Digital Experience (DX)?

Digital Experience (DX) refers to how customers interact with a brand through digital devices and online channels throughout their journey. It includes the technologies, processes and strategies used to engage users across smartphones, tablets, wearables, IoT devices, laptops and desktops.

Customers connect with brands via touchpoints such as websites, mobile apps, single-page applications (SPAs), email, live chat and support platforms. These interactions span all stages of the customer lifecycle—from awareness to retention and advocacy.

To manage and improve these experiences, businesses use tools like content management systems (CMS), digital experience platforms (DXP), customer data platforms (CDP), CRM software, e-commerce systems, business rules management systems and collaboration tools such as digital asset management, tools for secure file transfer and chatbots. These integrated technologies support content creation, data visibility and experience management.