Online businesses have become more sophisticated as their industries evolve, with a focus on innovative technology and managing customer experience.
But consumers have become more sophisticated, as well. The expectations and demands on websites in 2018 have grown. Online customers expect a seamless, multi-channel experience when they engage with a brand – that is, if you want them to stick around.
That’s where a quality web content management system (CMS) can give you a significant advantage.
Beyond Content Management
Years ago, businesses viewed a CMS as a simple way to publish and manage content on their site. Obviously, that’s still necessary. All customer experience starts with quality content.
But today’s CMS operates as part of a centralized platform that integrates information from multiple sources, including content channels, marketing campaigns, visitor information and performance measurement.
The CMS now serves as the body and mind of a website, allowing businesses to personalize customer experience by delivering relevant content to the right customer when it is needed.
All this requires a CMS that is flexible and, most importantly, scalable.
Sitefinity, one of the leading suppliers of CMS technology for online business, breaks down the areas a CMS should handle for customer experience. These are the areas to focus on in using a CMS to both engage and retain customers.
Content management. Creation of quality content is key. To achieve that goal, a CMS requires easy functionality in writing and editing content, as well as the ability to handle digital assets such as photos and video. It also should allow for content creation across multiple channels, including websites, blogs and social media.
Customer experience. Advanced CMS allows for identifying demographics within the customer base and supplying them with the right content at the right time. For example, Sitefinity allows you to define segments based on criteria such as how they entered your site, what they searched to find, their geographic location and the length of their visit. To truly manage customer experience, a CMS also needs to have the ability to integrate mobile, email marketing and social media content.
Digital commerce. For e-commerce, a quality CMS also provides the ability to manage customer experience in the all-important area between shopping on the website and checking out from the online store. This involves functionality in handling product catalogs, pricing, the shopping car and the entire checkout process – the place where a vast majority of consumers bail out of a site.
Connecting the Channels. A customer might enter the site through a mobile device. Or they may click on a link from an email or a social media post. Or they could find the site by simply searching for a product/service you offer. A quality CMS integrates the customer experience in all these situations, allowing you to manage the content shown to each customer based specifically on how they entered the site.
Systems integration. A good CMS also allows for custom integrations that connect your content management system with other popular systems such as SalesForce and Microsoft SharePoint. This provides for better management of customer data, which also leads to better targeted content.
Taken together, all these areas combine to provide a better user experience, in turn leading to attracting new customers and retaining the loyalty of others.
That should be the strategy behind any modern CMS or CMS upgrade. It’s important for businesses to find the right CMS, and the right CMS implementation partner such as Bayshore Solutions, that helps them achieve those goals.