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Think Beyond Content to Extend Digital Experience to Customers

 

Ramkumar Padmanabhan
7 August 2018

Customer experience, at many times seems to be very subjective. Yet, it is an art that needs to address several factors. What may be attractive for one person, may seem to be weird for another. Also with the attention span of customers decreasing by the day, it’s essential for enterprises to quickly understand customer behavior and needs and convert them into potential business opportunity by consistently providing a better Digital Experience.

Enterprises can spend hours in creating content; but if it does not reach the right customer at the right time, it’s a lost effort. Customer engagement through a best in class digital experience is a key for enterprises that are on their Business 4.0 transformational journey. Organizations that have not innovated themselves have nothing to offer to a customer when they are leaving because they have no idea what the customer wants and how products and services can be customized to retain that quitting customer. Omni channel experience, personalization, and analytics have significant say in ensuring superior customer engagement.

Enterprises need to think beyond content to provide a better experience across several digital touch points. It can start with providing a greater user interface to customers. One key factor to consider is the ease of navigation, which can be improved with better search efficiency and lesser clicks. The way content is rendered matters as well. CMS Systems can integrate with creative cloud services and have templates that could support frameworks such as bootstrap. Content that is optimized to suit the customer device tend to improve customer engagement. This depends on how Content Management Systems publish such tailored content using mobile components Adaptive or responsive web designs have to be chosen carefully to provide a better omni channel experience to customers.

Headless CMS Architecture 

Another important factor to consider in designing user interface is to decide about leveraging headless CMS architecture. End user experience is much better in headless CMS architecture as javascript frameworks such as angular can be leveraged. In headless CMS architecture, runtime instance of CMS is not installed or is lightweight; so adequate care should be taken that functionality is not lost in the process. Pros and cons of both approaches have to be weighed in.

Targeting Content

Applying personalization, targeting, and segmentation concepts help content to be targeted efficiently. For example, for a home appliances portal, it makes sense to display a promotion of a heater for an anonymous visitor from Minnesota while the same promotion turns into an air conditioner for a visitor from Florida. Marketers need to be aware of how easy it is for them to apply personalization rules using CMS systems against a content and publish them.

Analytics 

Very often enterprises fail to embrace the latest analytics capabilities. Making contextual sense of the analytical data seems to be missing. Analytical information has to be used to the best extent possible, key insights obtained has to be converted into appropriate recommendations against content that are less attractive to users. Actionable links have to be provided along with content, which contain important messages and promotions.

For the most part it’s not replacing a product A with another product B, but includes creating a digital vision, defining strategies, product evaluations, eco-system integrations, roadmap definitions, design, and implementation.

About the author(s)
Ramkumar Padmanabhan

Ramkumar Padmanabhan has more than 18 years of experience in several Content Management Platforms. In TCS, he heads the Digital Content and Experience Management practice, predominantly involved in consultation and OpenText CEM practice (OpenText Team site and Media Management). He has spent more than eight years in US and UK as a consultant before joining TCS. He has enabled several clients in formulating a Digital Strategy, product evaluations, content migration strategies, and defining governance model.

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