All new website at – Our first step towards decoupled CMS and ultimately a DXP

By | 2020-05-18T12:12:20+00:00 September 24th, 2018|Blogs & News|

Something for Everyone with DXP.

As we help our clients to converge myriad of digital technologies including portals, CMS, analytics, mobile apps, cloud systems and many more into unified experiences, traditionally at IMSS, we never stopped to equip ourselves with the same. These unified experiences (or DXPs, a short form for Digital Experience Platforms), are increasingly playing huge role in the customer digital experience of any company, not just from a user perspective, but also from a sales and marketing perspective. Although, we are exploring how we can help companies to define a DXP roadmap for long-term and integrate the digital products offered by many vendors, it is only recently, we started working on the aspects of DXP which can address multiple dimensions of customer, business and operations.

Until now, we relied on various siloed products like responsive portals, analytics, campaign management, sales management, but with our long-term path we set towards DXP, we took a first step to build our gateway to the world with CMS for content management.

Despite the attempts to bring clarity by many vendors with their comprehensive solutions as well as analysts, DXP by definition cannot be an off-the-shelf term. It is a bespoke suite to create a rich digital customer experience – as the name suggests – it should be customer focused outwards, not inwards. Although, there are some pre-packaged DXP platforms available, the overhead and the need to customize functionalities for our processes, we changed our thought-process to allow ourselves build multiple meaningful applications – like a customizable collaboration suite. Our path to DXP is with a heavy CMS focus, to share any type of asset across multiple touchpoints.

The CMS:

Our old website, although responsive for multiple devices, did not offer an easy way to maintain content. The maintenance was adhoc, archaic with multiple dependencies. Hence, we worked on an intermediary CMS which can provide us with WYSIWYG experience with touchpoint optimization. We integrated with analytics tools which can provide insights on customer behaviour and actions across all devices.

Why headless/decoupled CMS is essential for IMSS:

As the content is not limited by the presentation aspects, in Headless/Decoupled CMS, it is called virgin content and a single instance of it can be used for multiple customer touch points. There are multiple headless CMS solutions available including GraphCMS, ButterCMS, SiteLeaf, Prismic, Contentful and many more but for us, we felt we still need an external user interface and we took an intermediary step which in some limited form, can handle both headless states as well as enable us to quickly rollout content as we can with traditional CMS. Also, it is difficult right now, to fully define access controls with most of the fully headless CMS platforms.

Key components for our DXP:

Touch Points:

Laptop, Mobile, Tablet, Third Party Services like AMP, Kiosks etc.,


Responsive Design, Mobile / Web Apps, UI frameworks, Widgets

Content Management:

Authoring, Publishing, Workflows, Metadata, Templates, Documents, SEO, Forms etc.

Campaigns, Analytics:

Setting the ground for targeted campaigns, user segmentation, audience targeting, social media feeds, metrics, predictive analytics and trends

We will soon get started on Enterprise Integration with:

API Gateways, Social Integration, Chat, Knowledge base, Email, Blogs etc.

Something for Everyone with DXP.


  1. Operations: Reduced cost, easier and quicker changes, agile processes, predictive analytics and end-to-end optimization.
  2. Business: Enhanced loyalty, business friendly controls, campaign management, process automation, quicker market readiness for newer offerings
  3. Users: Cross channel experience, contextualised content, responsive and interactive experience, multiple touch points
  4. Technology: Modular platforms, streamlined analytics, open standards, future-ready.

Next steps for IMSS

We will be focusing on converging these silos to effectively engage customers at all touch points and get a unified view of all customer interactions, activities, customer journeys, interests and response history. So, our next step is to make our CMS as decoupled as possible – or to be more accurate – a headless CMS, so that we can break out of the monolithic model and our content should not be limited by the reach of our CMS. Our structured content should be liberated to go anywhere and served through APIs that can more readily be consumed by other tools including campaigns, social media etc.