Create a digital experience with your CMS
The digital experience is more than just navigating a website. It's the sum total of the interactions between a user and your content. It's what, thanks to a range of digital technologies, enables them to reach their browsing goals. To offer a good digital experience, all you have to do is create content that meets the needs of your audience in your Content Management System (CMS).
It will be positive if users find what they're looking for. But it will be excellent if they get there quickly and smoothly, whatever channel they use. And even better if they feel that the content has been designed for them, almost tailor-made.
We'll see that the CMS plays a key role in the digitalization of the customer experience, and that a renewed digital experience not only has an overall impact on your marketing, but also on visitor satisfaction and brand interactions.
Content Management System (CMS) software: capabilities & limits
As its name suggests, a Content Management System is not a tool originally designed for marketing purposes. Its purpose is to put content online. From this definition flow the functionalities and limitations of most CMS.
CMS capabilities
The functionalities of a classic Content Management System are therefore linked to content publication. This includes :
- page creation, planning, changes and deletion (static web pages, dynamic web pages, blog posts...),
- content categorization (categories, tags, other taxonomies for web pages and web contents...),
- user management (roles and permissions).
It does not, therefore, include functionalities related to content adaptability. For example, in most CMS platforms, functionalities involving content interactivity (enabling a user to create content, adapting content to the user) require specific development, or are added via external bricks (plug-ins, APIs, microservices, etc.).
The CMS is therefore a very good tool for organizations that only need to create and manage content, without the need for advanced marketing functionalities. However, as soon as marketing issues enter the equation, it's often necessary to move into another category: DXP (Digital Experience Platform).
CMS tools to improve digital experience
Often, but not always.
It's also possible to choose tools that, when connected to your CMS platform, can improve your users' experience, and potentially your conversions.
If you manage several web interfaces (websites, web portals, mobile applications, Progressive Web Apps...), choosing a headless CMS will also be relevant to improving your users' digital experience. However, the challenge of a headless CMS is not so much to provide personalized content, as to offer interfaces in the best formats for each channel, and to deliver omnichannel experiences.
Understanding the digital experience: what is digital user experience?
Imagine that the sales assistant at your local bakery knows you by heart: when you walk into his shop, he calls you by your first name, asks about your children, compliments you on your outfit, and knows your taste in bread.
The digital experience is the web equivalent of this relationship.
The digital experience is defined as the sum of a user's interactions with a brand via digital channels such as mobile applications, websites, social networks and so on. This experience is strongly influenced by the quality of the CMS used. A good CMS enables content to be created, managed and published efficiently, guaranteeing the best user experience. Digital Experience Platforms (DXP) represent an evolution of CMS, enabling more comprehensive and personalized management of the user experience.
Making the right content available to the right people at the right time contributes to your online brand image.
What is digital experience monitoring? Discover Customer Experience Management
Customer Experience Management (CEM or CXM) is crucial to the implementation of a high-quality digital experience. CEM revolves around gathering and analyzing customer information to understand their expectations and anticipate their needs. CEM also aims to personalize customer interactions and deliver the right information at the right time.
As part of a genuine Digital CX strategy, some companies rely on a dedicated resource to take on this challenge. The Customer Experience Manager or Digital Experience Manager is responsible for implementing an omnichannel marketing strategy and planning future improvements. The role also involves proactive customer relationship management across a variety of channels, including mobile applications. In short, it's an essential role in enhancing the customer experience and creating strong links with customers.
What is a Digital Experience Platform (DXP)?
A Digital Experience Platform (DXP) is an advanced system that enables companies to build, manage and optimize digital interactions across multiple channels. It goes beyond the functionality of a CMS by offering a unified view of the user experience across different digital touchpoints. Digital Experience Platforms enable further personalization of the user experience, thanks to an integrated suite of tools that support the management and optimization of digital interactions.
They integrate content management technologies as well as analytics and e-commerce tools, enabling better coordination and the elimination of technological silos. They are designed for all players in the organization, both internal and external, and offer a personalized experience for each user across different digital channels.
How does DXP improve the customer experience?
DXP enhances the customer experience by offering flexible solutions for managing the digital experience on a large scale. Thanks to its ability to integrate various tools and technologies, it enables companies to deliver personalized digital experiences across multiple channels and touchpoints.
- Personalized interactions: DXP enables advanced personalization of customer interactions. It can anticipate user needs, using real-time data to deliver relevant, personalized content.
- Efficient content management: DXP offers a complete solution for content management. It facilitates the creation, management and publication of digital content, guaranteeing an optimal user experience.
- Enhanced customer experience: Thanks to its intelligent interfaces and transparent processes, DXP optimizes the customer experience at all touch points.
How to digitalize the customer experience with the Jahia Digital Experience Platform?
The Jahia DXP offers multiple functionalities for personalizing, managing and optimizing customer interactions.
It enables customized customer experiences to be created thanks to its content and digital asset management tools, and facilitates collaboration between teams, guaranteeing a consistent customer experience across multiple channels.
Delivering a quality customer experience means personalizing content, which is why we have focused the platform's development on its ability to analyze the customer journey and adapt content to this data.
Discover how your CMS can fit in your digital experience stack