Is your cms fit for purpose
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The document discusses the critical importance of customer experience (CX) in driving revenue and competitiveness, emphasizing that companies must become customer-obsessed and deliver personalized experiences across all touchpoints. It highlights the need for modern Content Management Systems (CMS) to support omnichannel engagement, optimize for conversion, and measure real business outcomes. Successful strategies have shown significant increases in customer engagement and revenue growth through effective personalization and testing.
Is your cms fit for purpose
- 1. Is Your CMS ‘Fit for Purpose’ in the Era of the Customer Experience War? Greg Baxter, SVP Customer Experience, edynamic [email protected] 9178262864
- 2. We are a global digital marketing and technology agency focused on customer engagement & revenue.
- 3. OVER 100 CLIENTS WITH OVER $500M IN REVENUE 3
- 4. CX drives revenue. CX leaders’ average revenue outgrows laggards by more than double digits. 89% of businesses now expect to compete mostly on the basis of customer experience.89% Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of, and engagement with your customers. 4
- 5. Be Relevant or Lose Customers B2B is far from immune. 70% of business buyers says it’s absolutely critical for companies to provide a personalized experience. 74% of business buyers conduct more than half of their research online before making an offline purchase. 75% of B2B buyers would purchase again from suppliers that offered omni-channel capabilities.
- 6. Customers who had an unpleasant experience on your site are 88% less likely to return to your website - Adobe 50% of consumers are likely to switch brands if a company doesn’t anticipate their needs - Salesforce Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves." - Steve Jobs Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.- Steve Jobs Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers - Aberdeen By 2020, the demand for an omnichannel customer experience will be amplified by the need for nearly perfect execution - PWC 57% of users say they won’t recommend a business with a poorly- designed mobile site - SocPub The writing is literally on the wall…
- 7. The Casualty List… CMS – RIP ECM – RIP WCM - RIP The definition of a DXP is an integrated software foundation for engaging users across all digital touchpoints. Gartner 2018
- 8. 3 things your new platform must do well to survive the data age…. Change the analytics view from traffic and brand amplification to conversion and engagement – measure real financial & business outcomes. Optimize using personalization and testing so the site senses and adapts to customer needs and drives the best possible conversion outcomes. Offer true Omni- channel capabilities so that customers get a consistent experience across channels – every touchpoint aligns with a planned business outcome. 1 2 3
- 9. And the proof is in the pudding…
- 12. For first-time visitors to the home page, the text for the Careline call to action was personalized based on in-the-moment data— inviting data- specific visitors to use the Careline if they have specific types of questions. This call to action performed 38% better than the default in driving conversions for the Careline call to action.
- 13. Visitors who used the site for quick purchases were targeted in a bid to encourage them to engage in content and use tools such as the allergy tool, recipe generator, and feeding guide. UsingCTAs and content recommendations, conversion rates were lifted by 205%.
- 14. The third scenario was designed to meet the goal of driving visitors to the web shop and purchasing online. Personalization was used for visitors to indicate—using behavioral profiling— what their “in the moment” situation and interests were. Relevant products and calls to action were aligned to their behavioral profile.Conversion rates of 68% and greater were achieved.
- 15. Beyond personalization, the Nutricia team developed an A/B test for the home page and the member sign-up goal. One half of visitors were presented with the default call to action.The other half were presented with the option of a free gift.The gift option outperformed the default by 50%. Based on the financial value of each new member, this single test delivered an ROI of more than 500%.
- 16. The big picture: 75% growth in purchases. 140% growth in vital re-buy.
- 17. 150% increase in test drives. 150% growth in dealer contact. 30% reduction in ad bounce.
- 18. 500% increase in organic loan applications over the web.
- 19. What does turbo-charged customer experience look like?
- 20. 3 things your new platform must do well to survive the data age…. Change the analytics view from traffic and brand amplification to conversion and engagement – measure real financial & business outcomes. Optimize using personalization and testing so the site senses and adapts to customer needs and drives the best possible conversion outcomes. Offer true Omni- channel capabilities so that customers get a consistent experience across channels – every touchpoint aligns with a planned business outcome. 1 2 3
- 22. It’s time to be a marketing superhero – is your CMS up to it?