Modern consumers expect great experiences
As technology evolves and consumers become increasingly tech-savvy, companies have to step their game up to deliver the best digital experiences for their customers. In the past, it was enough to present the same content to every user. But nowadays, consumers expect content to be tailored to their personal needs. Also, this content should be available to them across all the different devices they use, from desktop PCs to cell phones, to smartwatches.
Companies that successfully meet these challenges experience increased engagement from their customers, and in turn, increased conversion rates. On the other hand, failure to meet the demands of the customer results in consumers spending less time on your site, leading to lower conversion rates.
Content management has always been a crucial part of delivering the customer experience, but nowadays, traditional CMS solutions aren't as effective as they used to be. So, what is the answer?
How to deliver seamless, personalized user experiences?
Delivering a seamless, personalized user experience requires companies to develop an advanced content management platform. Such a platform must be able to publish content across all devices, and provide customers with personalized experiences, such as recommendations and watch lists.
A classic example of a company that excels in this department is Amazon, with its personalized pages, as well as extremely accurate and relevant product recommendations. Other content personalization examples include Spotify, with customized music recommendations, and Netflix, which provides top picks and recommendations based on previous customer behavior.
To deliver seamless, personalized experiences, and keep up with the ever-increasing expectations of consumers, companies need three essential systems:
- Content management system: manages content across the board
- Interaction data store: used to capture user action and store individual customer preferences
- Personalization & recommendation engine: delivers the personalized content and recommendations to each customer based on the data in the customer datastore