Selecting a new or replacement content management system CMS is one of the most strategic technology decisions you can make. Why? Because customers and prospects expect personalized, engaging, dynamic, and high quality experiences and will leave if they don’t find them.
Selecting the right CMS is important because it is a primary tool in providing those experiences and the hub that connects and drives many of the components that make up customer experience management. This post is based on a white paper entitled “Beyond Customer Experience: What Your CMS Really Needs to Deliver, “ which was also the subject of a recent presentation I did at the Gilbane Conference. You can download the white paper here.
Providing a personalized and seamless experience to customers across myriad devices, touch points, and stages in the relationship is a big challenge; one with which many organizations struggle. A recent Bain & Company survey found that while 80% of surveyed executives believe their companies are delivering a great customer experience, only 8% of their customers agree.
One reason they struggle is that customer experience is only part of the equation, specifically, the goal. The other parts of the equation that achieve that goal are content creator experience, developer experience, and integrator experience-in total, the “global user experience.” While those are “behind the scenes players, they create and shape the customer experience.
Great customer experiences are predicated on the effectiveness with which a CMS provides those other experiences—in effect, a well-designed CMS inspires better performance on the part of content creators and developers, yielding customer experiences that deliver more business impact. It also allows integration of familiar and new tools to enhance the productivity and effectiveness of content creators and developers. Shown as an equation, the global user experience would look like the diagram below:
Key to achieving a superior customer experience is the ability for content creators, marketers, and developers to focus on the experience itself, not the mechanics of producing it. That requires a mature CMS solution that provides a balanced set of tools and capabilities for content creators, developers, and integrators. That, in turn, requires a coordinated CMS selection process amongst all of those stakeholders that emphasizes not only the individual experiences, but the collective experience as well.
As we noted at the top of this post, selecting a CMS is a strategic decision-the CMS solution that provides the right global user experience is a growth engine that helps power the success of any business or firm-the right strategic decision.