What Does CMS Have to do With CXM? Everything.

Customer Experience Management (CXM/CEM): a massive concept that reflects a huge challenge. It’s another one of the phrases of the moment that is applied to everything from eCommerce merchandizing to customer support to social media to analytics to corporate websites to mobile apps… the list goes on. CXM is clearly also part of SDL’s vocabulary and is a big part of our web content management and technical content management solutions.

The danger with these overarching descriptions of big concepts is that the meaning is lost in overuse, or worst yet, in the acronym. But like the phrase ‘digital transformation’ there is meaning in the details.

Gartner defines customer experience management as:

the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy

The challenge of the ‘customer experience’ is diversity of customers: their needs, language preferences, cultural characteristics and device preferences, to name only a few. Customer experiences are ultimately driven by content and this is precisely where content management provides value when it delivers engaging, relevant content experience to customers.

While a website, available across countries, may seem to be inherently global, the reality is that location, culture and language have a profound effect on the effectiveness of content. Global organizations that want to connect with their customers simultaneously want to manage brand identity and leverage their brand equity, while at the same time provide local customers an experience that matches their expectations.

Relevant engagement takes into account local preferences and local audience characteristics that include nuance, cultural norms, local product variants, local holidays and promotional opportunities and so on.

A CMS that supports the customer experience manages the complexity of a global brand and local sites. It maintains brand integrity while allowing for local content variations that connect with local audiences.

A CMS for CXM delivers personal experiences

This concept has taken many variations over the past few years. You can refer to it as personalized, relevant or contextual, but ultimately organizations want to use customer data and customer profiles to deliver the right content to each visitor in their channel or device of choice.

For a CMS to be effective, it requires dynamic delivery that is customer sensitive. This includes managing localized versions of content, to smart-phone specific variants of the website, to serving promotional content that is aware of the visitors past buying behavior.

A CMS that supports the customer experience manages multiple variants of content components, assembles and delivers content based on the visitor’s context.

A CMS for CXM supports rich media management

Video provides a visitor a compelling experience and influences buying decisions. According to Internet Retailer, “52 percent of consumers say that watching product videos makes them more confident in online purchase decisions." Whether B2C product demos or B2B customer testimonials, video provides a rich way to add value to a customer’s online experience.

The average Internet user spends 88% more time on a website with video.- Mist Media

A CMS that supports the customer experience manages video for multiple devices and provide interactivity to support subtitles, voice-overs and even calls to action. 

A CMS for CXM supports technical structured content

Beyond just marketing content, todays customers also want online support. The old way of looking at ‘support content’ and ‘marketing content’ are no longer valid. Today’s CMS for CXM supports documentation and customer support too, providing better ways of managing content that allows for flexible delivery that goes beyond the old fashioned pdf.

With digital touchpoints a part of every day life, people’s expectations about finding and using technical information have changed. Critical customers now want to compare more granular product and service features and expect to find access to details they used to only look for after post-purchase. This means facilitating digital delivery that meets these expectations.

A CMS that supports the customer experience manages and delivers technical content on a multitude of devices and customer touchpoints.

A CMS for CXM delivers to mobile channels effectively

Customers who look for content on mobile devices are often performing different tasks than those who are using their tablet or for that matter, sitting at their laptop or desktop computer. The fact that a visitor is on a specific type of mobile device may provide critical information about what they are looking for.

Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%)." This makes mobile a vitally important consideration in managing content for digital channels. More than the cursory nod of responsive design, many organizations are even taking a ‘mobile first’ approach to their content.

What does this mean for content? It means knowing that your visitors typically look for store locations or service centers on mobile devices, or facilitating easy access to their device’s native capabilities such as GPS. Mobile devices provide context and opportunity to interact in a much more personal way.

A CMS that supports the customer experience enables the delivery of content based on the visitors context beyond delivering the website on a smaller screen.

Managing a customer experience is not a single point of initiative. It uses customer insights to bring together content for multi-lingual, multi-site and multi-channel customer experiences. A CMS for CXM is the central tool for delivering relevant and meaningful customer experiences in all of your digital channels.