Driven by mobile device adoption, responsive design became an important factor behind web development requirements. Websites are no longer static, one-way content broadcasts. Websites are the hub for conversation, community and commerce. As part of an overall digital strategy, web content management needs to measure the impact of content while unifying and scaling mobile and social efforts. A pragmatic approach focuses on bottom-line goals.
Two Trends of the Evolving Web CMS
Mobile will move to multichannel where contextually relevant experiences are delivered to customers on any device at any time and place.
From social presence to shared purpose where web CMS becomes the hub of all activity: Beyond managing a consistent brand experience, social requires finding a shared purpose that fully merges into the entire customer journey.
Customer Obsession Has Arrived. The most successful strategy in the age of the customer is to become obsessed and focused on customer knowledge and retention. Sustainable competitive advantage is tightly linked to successful engagements fueled by knowledgeable customer insights.
According to Forrester: A customer-obsessed company focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers.
A solution or set of solutions that enables the management and delivery of dynamic, targeted, consistent content, offers, products, and interactions across digitally enabled consumer touchpoints.
A successful digital ecosystem will require CXM (Customer Experience Management) solutions integrated with WCM (Web Content Management) in a seamless interface that supports rich customer experiences.
Currently the industry lacks a truly integrated CXM suite. To support rich contextual, multichannel experiences consider integrations that are both cloud-based and on-premise. Until the fully integrated solution arrives, success depends on picking the best-of-breed prepackaged solutions. In the short term, a holistic strategy will have to include knitting together prepackaged components, creative tool sets, content management, content delivery, commerce, analytics, testing, optimization, etc., with well documented APIs.
Organizations cannot view WCM in a siloed approach. The future WCM decision-makers will look to integrate other enterprise solutions, with the top three being customer relationship management (CRM), web analytics, and digital asset management (DAM). To this mix, businesses can include a portal experience to arrive at a seamless experience that aggregates a central communication hub around single sign-on, collaborative workspaces and web applications into a more cohesive experience for both internal and external objectives.
Choosing CMS and CXM
Emerging trends and the evolution in CMS that integrates with CXM platforms compels businesses to take a new look at key web applications that more effectively harness web-centric customer experiences into a communication hub that drives brand initiatives.
A content management system combines technologies and processes to manage digital web site information throughout its lifecycle. There is no one-size-fits-all approach in choosing a CMS/CXM solution. Content management and customer experience are processes rather than products.
A successful web presence requires optimizing many variables by interweaving a complex set of organizational, technical and business requirements. Web CMS software is designed to empower the organization to cost-effectively manage online marketing and communication programs. CXM empowers and informs the age of the obsessed consumer.
As an Integral part of the decision process it’s key to understand the total cost of ownership (TCO) and use cases. Understanding the internal business requirements and the basic pros and cons of each type of system provides the starting point in determining which CMS/CXM is right for your organization.