The Right Tools for Customer Experience Management

Customer experience management aligns marketing to customers by collecting data from all touchpoints, analyzing the data, and using it to deliver personalized engagement back to those touchpoints.

This can work to increase brand loyalty, result in increased revenues, and decreased churn.Customer experience management means different things to different organizations, but leaders realize that streamlined digital businesses have huge market advantages over their non-digital counterparts.

To truly deliver superior customer experiences, content and data assets need to be able to move seamlessly across organizational silos, web services, search tools, and platforms. When it comes to content marketing, choosing the right content marketing technology is critical. Understanding key differences between the different systems is the first step.

Content Management Systems (CMS)

A content management system (CMS) supports the creation and modification of digital content and usually supports multiple users collaboration. Most content management systems include web-based publishing, format management, edit history and version control, indexing, search, and retrieval.

By their nature, content management systems support the separation of content and presentation. A CMS allows publishing, editing, and modifying content, as well as allowing site maintenance from a central environment. It also offers a collection of procedures used to manage workflow in a collaborative environment.

Web Content Management Systems (WCMS)

A WCMS provides website authoring, collaboration and administration tools designed to allow users with little knowledge of web programming to create and manage website content with ease. WCMS platforms do most everything a CMS does, along with web-specific operations.

As sites begin to grow in size and complexity, page count numbers can grow in the thousands rather than the hundreds. In time, the CMS begins to become more of an application platform to achieve specific communications and informational objectives, such as:

  • An enterprise-level intranet for employees

  • A site that features interactive marketing

  • A site that incorporates various microsites

Often, the sites are just as much applications (or sets of interconnected applications) as they are collections of content. Companies that start with a basic CMS can evolve into needing a suite of more complex solutions (such as e-commerce or a CRM) that must be tied together. This creates a need to accommodate more complex workflows, governance structures, and content models, including:

  • Sites that serve as a global intranet for employees

  • Sites that handle various e-business revenue streams

  • A site that incorporates multichannel publishing

  • An ultra-large standalone site

Customer Experience Management (CEM)

A customer experience management (CEM) system focuses the operations and processes of a business around the needs of the individual customer. Some standard models of CEM platforms include multichannel automation, big data that connect all data sources, and robust data visualization and algorithms that analyze and score customer content preferences on different channels.

A key feature of successful CEM technology is the ability to manage multichannel interactions. Customer experience solutions address the cross-channel, cross-touchpoint, and cross-lifecycle nature of the customer experience process.


About [A]

[A] is dedicated to humanizing the digital experience by simplifying complex implementations of web content management and content marketing platforms. [A] content engineers work behind the scenes to strategically empower leaders, enable digital processes, and simplify content technology for business users, agencies, and content administrators.

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