Planning for your next CMS website development
The first question we all must ask when choosing the right technology for your website. It is safe to assume that the benefits from any content management outweigh the disadvantages and thus more and more companies are opting for a content management system. Regardless of the technology, the platform, or the provider, companies are investing in CMS websites lately mainly for the following reasons:
Improve multichannel customer experience.
Localize content and present them with elements targeted at specific local markets.
Improve customer service.
Increase conversion rates.
Launch new eBusiness initiatives.
No matter your reason below are some guidelines to follow when planning for your web content management system and benefits for those who follow them.
Deliver better customer experiences
- Customers do not use your website on their desktops or laptops anymore. They are on different channels and they expect you to deliver in each context.
- Your content (message) travels in many formats and channels such as website, email, mobile, and even print. If you do not plan accordingly, your messages will be non-contextual, flat experiences versus that of your competition.
Deliver consistent messages
- Generate consistent messages to ensure trust, confidence, and loyalty.
- Content re-use will be necessary. Plan to develop once and use multiple times in multiple channels.
One size does not fit all
- Content needs care when implementing your content management system but require enhancements and special attention during the whole lifecycle of the cms.
- Neglecting your content strategy or not planning for changes will result by the lack of adoption of your CMS by customers and employees.
A CMS by itself will not get the job done
- A CMS needs support from other systems that help to reduce time-to-market product launches, engage and connect with customer’s shorter attention span.
- The CMS must communicate and integrate with other systems such as analytics, A/B and multivariate testing, customer relationship management and others.
Keeping it simple
- Keeping the CMS simple is important not only during the development phase but also during maintenance.
- Maintaining low overhead costs and short time-to-market objectives ensures success.
Measure customer experience
- Analytics and testing is part of the CMS lifecycle. How else would you know what is not working on your website?
- Without analytics and testing repeatedly, your website may run the risk of affecting the customer experience.
Plan for the long term but implement for the short term
- Content management systems come with a lot of features and functionality. The most successful strategies have both the short and long term with specific delivery milestones that ensure success.
- Focus on customer experience and complete projects with the highest return first to avoid project scope creep due to lack of focus.
Effective customer experience management with your CMS can deliver the following benefits:
- Better customer experience that is more efficient, engaging, and entertaining for the customer and more effective for your business.
- Better customer relationships, resulting in greater commitment to your brand, and more frequent interaction
- Improved business results: increased revenue, increased profit, increased customer acquisition
- More control over the web experience, vital to marketing teams measured on results
- More consistent brand representation, both on- and off-property