Your CMS needs to deliver better customer experience
A study by Gartner found“89% of companies view customer experience as their primary basis for competition.”But, how does a CMS (Content Management System) as a behind-the-screen tool aid in delivering superior customer experience? CMS and CRM systems are key to delivering superior customer experience. They do not contribute to the cause directly, but act as catalysts to help stakeholders (sales reps, marketers, etc.) use data in a better way to serve customers.
Customers are interacting more with conversational interfaces like chatbots, virtual assistants and live chat software. Here are some ways how you can optimize your CMS to create a wholesome customer experience.
Deliver a mobile-friendly experience
Mobile has become the first touchpoint for customers to interact with businesses. At least 60% of the internet traffic originates from an internet-enabled phone. From running a quick search to exploringproduct options, they use mobiles for a variety of purposes. Now, it is here that things get a little tricky. Not all websites are mobile-friendly. That is a huge blow to customer experience.
Use your CMS to effectively deliver a visually stunning and feature-rich experience to your mobile visitors.
Deliver a globally uniform linguistic experience
Your business could be located in New York or Australia where one language is enough to communicate with customers. But, when you go global, your website should be made to speak multiple languages. It should have multilingual capabilities so that content can be translated into any language that the visitor prefers. The IP location of the visitor can be used to track the regional language. An option to translate into the native language may be offered to elevate customer experience.
Where does a CMS come in this? A CMS system can help with website localization. In other words, it can make it easy to push out a single web page in multiple languages with the same structure, layout and even CSS settings.
Bring marketing management under one roof
Marketing is a multi-dimensional function. Unlike the billboard days, today we have multiple channels of marketing — social media, email, SEO among many others. Orchestrating all these channels and bringing visitors to a single website for conversion can be as challenging as scaling the Alps!
A CMS system should be able to help bring marketing under one roof. It should be capable of integrating with third-party marketing automation tools like Adobe Experience Cloud, Marketo, etc.
Ensure quick website loading
Do you know how patient your website visitors are? 5 seconds! Google in its study found that more than 50% of users would abandon a website if it does not load under 5 seconds. Why does fast loading matter? A one second delay in mobile load times can impact mobile conversions by up to 20%.
The good news is that a CMS can help accelerate your website’s page loading speed. Most CMS platforms like WordPress, Joomla, Magento and others have built-in features that can help improve your page loading speed. Joomla and Magento, for example, has browser caching and image optimization that can help speed up a website.
Run A/B Testing to figure out what works
Rewiring your CMS for better customer experience is not an arrow-straight road. It is definitely not something you can get right in the first instance. There would be several roadblocks en route. While one process of making all web pages built using the CMS SEO-friendly might come off as productive, the process of building multilingual websites might need some rejig.
Run A/B tests to figure out the right process that works well for your CMS. There are heatmap and analytical tools that help measure how your CMS has improved website performance. A good yardstick of measurement is the time spent on the website by the visitor.
Closing In…
The digital era has redefined what customer experience means. Businesses have to deliver a consistent customer experience through their websites, mobile apps and every other digital channel in use. A CMS happens to be the original source from where data to all these channel flows. It is the tool that enables marketers and other stakeholders to create, publish and monitor content performance. As times change, and customer expectations along with it, the CMS system must continually be optimized to keep up with the times.
