The Challenge: Complex Requirements, Many Stakeholders

The demands placed on digital product content are growing rapidly. Customers expect clear, relevant, and emotional information across all channels. While at the same time, many departments work with product information: marketing, sales, IT, product management, and purchasing. In addition, there are various systems such as ERP, PLM, PIM, and DAM that must work together seamlessly. This complexity shows that good product content does not happen by chance, but rather through a strategic, technology-supported, and increasingly AI-supported PXM process.

What is Product Experience Management (PXM)?

Product Experience Management describes the holistic process of creating and delivering sales-promoting product content. It integrates the contextualization of product information so that content is not only accurate but also presented in the right context for each target group.

The PXM process includes:

  • Content matrix: Which information does which target group need?
  • Content inventory: What data and content already exist?
  • Content production: Which formats make sense?
  • Content delivery: How and where is the content published?

Step by step to sales-boosting product content

1. Content Matrix: Needs Assessment as a Strategic Tool

The first step in the PXM process is to analyze the target groups. Who are the customers? What do customers require to make a purchase decision? Architects, dealers, and end customers have different information needs. The results are fed into a content matrix—a strategic tool that structures and prioritizes content requirements. This enables the targeted contextualization of product information.

2. Content Inventory: What is Already There—and What is Still Missing?

A lot of content already exists: technical data in ERP, CAD drawings in PLM, images in DAM. Suppliers also provide valuable product information. A content inventory shows which content is available and which is yet to be produced. It also analyzes which systems are important for PXM and how interfaces can be designed efficiently.

3. Content Production: Text, Images, Video – Tailored to the Product

Based on the content matrix, the actual content production begins. This involves not only text, but also images, videos, configurators, and digital consulting tools. It is important that the content is tailored to the target group, the product, and the channel – and that it creates an emotionally compelling customer experience.

4. Content Distribution: The Right Content in the Right Channels

The finished content is distributed across all relevant channels – from online shops and marketplaces to apps and print materials. Formats, data models, and requirements of the target platforms must be taken into account. This is where automation with AI comes into play to make processes efficient.

PIM and AI – the Technological Enablers in the PXM Process

PIM: The Foundation for Efficient Product Experience Management

Modern product information management (PIM) is the backbone of a successful PXM strategy. The PIM system acts as a central platform that collects and structures all product-related information and makes it available for use in PXM processes. It combines content from ERP, PLM, and DAM systems – and is therefore the answer to the question: What role does the PIM system play in PXM?

But PIM is not just a storage location. It forms the basis for implementing the content matrix and ensures that content is provided in a complete, consistent, and contextualized manner. Defined workflows, data quality rules, and quality gates ensure data quality before content is distributed to the channels.

AI in PXM: Automation and Increased Efficiency

Artificial intelligence (AI) is a key enabler in modern product experience management.

It helps to create content faster, more scalably, and in a more personalized way – from automated data preparation and translations to the automation of content workflows. Using AI in PXM, large amounts of data can be processed efficiently and product information contextualized to provide each user with the right content at the right moment.

This makes it clear that automation with AI is the key to making the PXM process scalable and economical.

communicode – Your Partner for Holistic PXM

Introducing a PXM process is complex – both technologically and organizationally. This is exactly where communicode comes in as a full-service agency for PXM and PIM: from strategic consulting and system integration to content creation and cross-channel delivery.

We help companies define target groups, analyze content requirements, and develop a robust content matrix based on this information. As experienced PIM specialists, we support selection, implementation, and integration – including change and stakeholder management. This also includes the introduction of media asset management to efficiently manage images, videos, and media. Our technological expertise includes cloud-native architectures that enable the future-proof integration of all relevant systems – and lay the foundation for efficient product experience management.

Conclusion: Now is the Right Time for PXM

The digital customer experience determines success in e-commerce. Investing in product experience management today will secure a competitive edge tomorrow. With a clear strategy, a robust PIM system, and targeted automation with AI, companies can lay the foundation for a consistent, relevant, and emotional product experience.

Event Tip: ThinkChange – From PIM to PXM

If you're thinking, “That sounds exciting – but how does the PXM process actually work?” Then our ThinkChange event “From PIM to PXM” is just right for you.

Discover which systems are important for PXM, how PIM and AI work together, and how you can create real experiences from product data.

Register now and shape the future

FAQ - PXM explained quickly

  • What is product experience?
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    Product experience encompasses all digital information and impressions that a customer receives about a product—emotional, visual, and content-related.
  • What is PXM?
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    Product Experience Management (PXM) is the strategic and technology-driven process of creating, managing, and delivering sales-promoting product content. It combines PIM, AI, and content strategy to create a consistent, relevant, and emotional customer experience across all digital touchpoints.
  • What role does a PIM system play?
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    A Product Information Management (PIM) system collects, structures, and maintains all product data centrally. It forms the basis for PXM, as it provides consistent and complete information for all channels.
  • How does the PXM process work?
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    The PXM process transforms product data into experience-oriented content. Analysis, content production, and automation with AI create a consistent customer experience across all touchpoints.
  • How does PXM boost online sales?
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    PXM increases online sales by contextualizing product information and presenting it in an emotionally appealing way. This creates a product experience that builds trust and encourages purchasing decisions.

Michael Ochtrop

Michael Ochtrop

Michael develops technical and procedural concepts for the introduction of software solutions in organizations. From communicode's 20-year company history, he is familiar with almost every scenario in the data management context. His concern in the customer project is to make everyone involved convinced users and thus make the company more successful. After all, software only leads to improvements in conjunction with people and processes.