Portals represent an early paradigm shift for enterprises online, which was to build websites that were customer-centric, rather than business-centric. Ideally, a portal enables an enterprise to design sites and navigations that are based on the user’s needs, rather than an organizational structure that only makes sense internally.
As the market for portals has matured, leading portal vendors have added broad feature sets that help enterprises create these user-centric digital experiences for web, mobile, social and connected devices. These features include content management, marketing, workflow, targeting and mobile support. Because of this, some portal platforms are transforming into
digital experience platforms
that use their strengths in integration and personalization to drive change throughout the organization.
According to Forrester
, the number one technical challenge for digital customer experience initiatives is inadequate integration of back-end systems. Portal-heritage DXPs have a strong story around integration and provide the focus on personalization necessary to deliver consistent, connected experiences that are tailored to each user’s context.
There are other flavors of digital experience platforms, including those that have grown out of commerce servers and web content management systems. Even if you choose not to use a portal-heritage DXP, you will likely need to incorporate portal technology into your strategy in order to meet the integration needs of digital experiences across different touchpoints.