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Firms failing to leverage CMS for positive customer experiences

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15th May 2013
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Whilst most firms are quick to praise the benefits of a content management systems (CMS), new research has revealed that very few rate theirs as providing an impactful digital experience for the customer.

According to the latest Quarterly Digital Intelligence Briefing from Econsultancy and Adobe, just 38% of companies believe their content management system (CMS) facilitates a brand-enhancing digital presence.

But this was believed to be more due to firms’ failure to properly leverage CMS for their benefit then the capabilities of the systems themselves.

The survey of over 1,000 business professionals spanning marketing, web development and other business departments showed that the vast majority believe that content management should help companies ‘improve user engagement and customer engagement’ (87%) and ‘build the brand through positive experiences’ (78%).

But despite this, only 23% of companies rated their CMS as ‘good’ for improving user engagement whilst just 29% believed their CMS was good at brand-building through positive experiences. And just 14% said that their ‘CMS enables them to have a complete view of engagement across all channels’.

So why the gap between how companies perceive CMS and their failure to drive positive customer experiences from their system?

Over two thirds (70%) said that delivering optimal experiences across all screens and devices is a major challenge whilst 63% agreed that managing and measuring social media activity within their CMS is difficult, the figures showed.

To address these concerns, a third said that mobile website functionality and responsive design is the one feature they would add to their CMS whilst targeting/segmentation followed as the second most sought after feature.

Neil Morgan, senior director of EMEA marketing at Adobe Marketing Cloud, said: “We are seeing a growing number of companies re-platform so they can use their content to create relevant and meaningful digital experiences across channels and devices.

“Given this, it is concerning that a minority of this survey’s respondents agree that their Content Management System facilitates a brand-enhancing digital presence. Companies that are slow to embrace a more strategic use of content management will lose to competitors creating more impactful digital experiences.”

Forrester analyst David Aponovich recently wrote about how web content management (WCM) can enhance customers' digital experience.

“Firms need the right technology in place so IT and marketing pros can deliver on this big vision if they intend to differentiate via digital. But let’s be frank: This is a complex challenge, and many companies are a long way from solving it,” he said. 

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