Create Your Company’s Best Digital Future with a CMS

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In most cases, when companies set up their websites, they really don’t think beyond simply having an online presence. However, there is so much more to consider such as the mobile capacity of their site. Can a customer easily access the site from their phone or is it only meant for desktops? What about the hundreds of Google algorithms that power their search engine? These factors absolutely must be considered along with the best CMS (content management system) for the business. When setting up your business, asking yourself the following questions is a good place to start:

Will my company’s site give a premium customer experience on desktop as well as mobile?
We live in a mobile-first world. So much so, in fact, that according to Gartner, ecommerce-driven mobile revenue will increase by 50% next year alone. For that reason, Accelerated Mobile Pages (AMP) and mobile first indexing is becoming the main strategy for Google. In order for your business to keep up and offer a seamless experience from desktop to mobile, a quality CMS is key. Remember you only need one URL for all versions in order to keep in line with Google’s recommended best practice, URL architecture, and of course, keeping the site customer-friendly.

How do I get users to click my link first?
The better the meta description and title, the more likely a user will click on the link for your company instead of a competitors.  Unfortunately, it’s duplicated or missing titles and meta descriptions showing up in Google’s search for your company that often stand in the way of whether or not users choose your link. Luckily, this is easily resolved with a good content management system that allows you to change them quickly as well as check for missing ones.

Is my content reusable?
This is where it gets tricky. Many websites have content in multiple places simply because it is necessary. From blog posts to product descriptions, it’s not unusual for content to arise in more than one place on any given website. Yet when it comes to Google, these pages of duplicated content make it difficult for the search engines to know which option to show users. The good news is this will not affect your Google ranking, it simply just makes it harder for Google to crawl your website for highest value content. Again, a good CMS can easily take care of this for your company and make it much easier to manage and tag your content.

Is it possible to optimize my URLs for multiple languages?
In general, a website is done in one language. However, if you’re looking for multiple language options for your site, consider the use of subdirectories with generic top-level domains (gTLDs). A good content management system can easily set this up without requiring much maintenance.

Can I style my page for both Google and the human user?
Yes, this is possible with a good CMS. A good CMS will give you multiple options while allowing you to style your text with tags, even without knowledge of HTML or CSS. Remember, use your most important keyword in your URL, H1 tag, first line of text and, if you can, the alt tag.

Can my content be optimized for social media?
Again, this is tricky. Often, companies find that social media platforms won’t recognize a website’s headline or image, and then posts something completely different. It’s not what you want, and it’s certainly not enticing enough for users to click on. To avoid this, you’ll have to mark p your content using Open Graph for Facebook and Twitter cards. If this sounds daunting, it is, well, if you’re doing it manually. Yet, a good content management system can easily take the stress off your hands and do it automatically. The content is marked up so it looks great and can be easily shared.

As you can see, choosing a content management system is practically a no-brainer. Having a user-friendly and search engine friendly website is one of the best ways to ensure that your content will get noticed. A good CMS gives you the ability to produce superior content while also being readily available to the millions of people searching on the World Wide Web.

How Your Web CMS Should Enable a Digital Experience

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Web content management is no longer about managing pages on a website; instead, it’s now at the center of where marketing activities and customer engagement is carried out. Once holding a focus on publishing and management of web content, marketers can now expect CMSs to improve the development and management of entire digital customer experiences. Digital experiences that are driven by content, optimized with data, and delivered across all online channels. Additionally, a modern web CMS will utilize and manage data from CRM, ERP and other applications to deliver unique, personalized experiences.

Consumers expect a seamless digital experience. The following are just a few of the ways your web CMS should be helping to make this a possibility:

Personalized Digital Experiences

Modern CMSs are making it easier than ever for small businesses to go beyond personalized emails to engage customers. They are able to design and content elements across websites, portals, mobile apps and more, create various user personas or user segments, display targeted and contextual content to these different user segments, and personalize the design on the basis of various criteria that has proven to work via analytics. Although it delivers profoundly better results, it is still by no means “easy.” Marketing managers still have their work cut out for them as they test and iterate working with CTOs to outline the depth of personalization while creating a map content to specific user groups and scenarios.

Multi-Channel

Instead of multiple marketing teams taking on efforts to globally promote an array of products and services on a single website, this should be done across various digital properties – microsites, mobile apps, social media, augmented and virtual reality, and more. A modern CMS natively supports an API-first approach to content management that enables multi-channel content authoring, publishing and delivery. Additionally, complete separation of presentation from content and data, and support for any type of UI development framework, combined simplify the task of delivering a wide variety of digital experiences across multiple platforms.

Data-driven

Everything a customer does on your web properties yields insights. This data can then be used to optimize the customer experience.  Because of this, you’ll want to look for CMSs equipped with full support for A/B testing, customer journey tracking, customer engagement analysis, predictions and recommendations, goal tracking, campaign tracking and other actions related to analyzing customer data. It’s in your best interest to go above and beyond and use CMS that offers intuitive backend interfaces with integrated BI insights along with the administrative capability to take swift actions on these insights by just a few clicks.

Ease of Integration

Your customers view your digital experiences as one entity. Because of this, if you do not integrate with siloed platforms like CRM, Portals, BI, analytics and other key systems and applications, then you’re just spinning your wheels. Your goal of reaching a 360-degree customer view will be in vain.

Modern CMSs enable easy integration by offering out-of-the-box connectors for major CRMs, search platforms, e-commerce, language translation, databases, publishing platforms, analytics, etc. Additionally, you need to be able to easily integrate with existing systems and web applications through APIs.

Next Steps

It is necessary for every company or organization to identify their own unique challenges, marketing objectives as well as their desired business outcomes, goals and expectations. This should be done prior to beginning the journey of selecting and implementing a web CMS. The key is knowing how to use your choice of tools. If you have any questions about how a modern web CMS can support your enterprise’s digital experience, drop us a line at Crafter. One of our professionals will be happy to discuss a solution with you.

Three Customer Experience Stats You Should Know

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As an enterprise, you’re very familiar with the calls to deliver the right content to the right people at the right time to best optimize the customer experience. You can credit the focus and investment in digital customer experience to crowd-sourced company and product reviews, numerous forms of social media, and savvy customers connected to companies and their competitors through a variety of digital platforms.

Read on for three important statistics that highlight the opportunities for successful customer experience, along with best practices and tips on how to address them.

1) Loyal customers are seven times as likely to test an offering, five times as likely to buy again, and four times as likely to refer. (Source)

Knowing your audience’s personal preferences and needs goes beyond understanding what products or services they are interested in and the money they’re willing to spend. This understanding of individual preferences is about analyzing behaviors and tendencies—even as they shift over time—to present the most relevant and compelling messages, content, and offerings. Also, leading enterprises are listening to consumers, and they understand what they will get in return for satisfying consumers’ demands.

A modern CMS platform, which serves as the centerpiece of any digital customer experience strategy, can help by converting that insight into action and by offering the right digital experiences in a way that resonates with site visitors each and every time, and collects relevant feedback that reinforces customer loyalty.

2) 94% of companies see “higher engagement and conversion rates” as benefits of a commitment to customer experience (Source)

Consumers have shown their willingness to invest more in the enterprises who deliver a customer experience that matches their expectations. Why do site visitors reward these companies so generously? It’s because they recognize the value of doing business with an enterprise that has taken the time to learn who they are and what they want and created a digital experience that delivers without fail across all devices and channels.

3) By 2017, 89% of marketers expect customer experience to be their primary differentiator. (Source)

Marketers are on the front lines when it comes to engaging customers, and they see how important it is to create appealing digital experiences. Everywhere you look, enterprises are vying for your attention; and once they have it, they strive to keep you coming back for more. As different digital platforms emerge, it will get even tougher to stand out from the pack and keep brand loyalty steady. That is why some of the most successful enterprises use personalization to engage site visitors.

So how do they provide this level of attention? Only with a modern CMS platform, built from the ground up to deliver high-performance personalized experiences, that enables marketers to target specific audiences and deliver compelling experiences that authentically connects with customers and ensures brand satisfaction.

Clearly, enterprises that can answer the call to not only meet but exceed the customer experience stand to win big. Simply put, both short- and long-term profits and brand loyalty are at stake. But providing great customer experience requires work. In fact, to get customer experience right, you must have the right technology in place. Explore our white paper: Building and Optimizing Multi-Channel Web-Experiences to learn about the most modern technology available to you to better engage your customers. Download it today and discover how to deliver modern digital experiences that today’s site visitors expect.

Avoiding Website Performance Bottlenecks

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In a world where multitasking is more prevalent than ever, enterprises are asking more and more from their websites. Unable to keep up, site functionality is exploding while optimization is falling flat. And it’s not only e-commerce sites that are failing at performance. Industries of all types are experiencing web performance bottlenecks caused by slow page load times and sluggish user interaction.

Whether it’s the hefty amount of images, plugins or JavaScript getting fancier, it is clear that some major factors are interrupting the flow of website optimization. With site functionality only continuing to get more complex, resource requests dramatically increasing, and the growing trend toward personalized experiences, performance is taking a huge hit.  Unfortunately, this trend is negatively affecting user retention – ultimately affecting your enterprise’s bottom line.

Yet considering how important a website can be for any given enterprise, it seems only natural to take the extra care to ensure the website is not only running fast from the desktop site but from a mobile perspective too. The number of websites still not optimized for a mobile experience is astounding.

People Are in a Hurry Even When They Are Sitting On Their Couch

In the fast-paced era we live in, anything more than three seconds for a page to load is too long. Studies show that potentially upwards of 50% of users click off the site if the page takes too long. Additionally, 30% will jump ship if a shopping cart isn’t optimized for mobile.

This leads to lost sales, competitors winning over your customers, and overall missed opportunities. When you consider the the number of visitors, your average revenue per customer taking into account your attainable conversion rate, and then subtract everything lost from a website bounce rate of 40% when your site loads slowly, you can quantify the amount of lost revenue pretty quickly.

Increase Brand Engagement

Your brand will be much more likable if you offer an equally satisfying, personalized experience for both mobile and desktop sites. Whether a user visits your site from their smartphone or desktop, the experience should be optimized for functionality and brand consistency, so it fosters trust and affinity with your users. Most users regularly go between devices so if you are not able to provide what they need than they are more likely to go to a competitor rather than wait until they get back to their desktop to make a purchase. Not optimizing your site results in lost opportunities and losing customers permanently to competitors.

Optimize Your Site, and Business will Grow

To keep your users engaged and continuously coming back, you need to optimize your site performance and a modern content delivery solution is the most effective way to pull this off. Despite many performance optimization techniques manually performed by developers, hand-coding pages for performance is specialized, time-consuming work. When it comes to intensely involved sites with hundreds to even thousands of dynamic components per page, this can be an eternal task. As both browser requirements and page requirements continue to develop the work can seem never ending.

Therefore, consistently faster page loads and a more reliable site starts with a blazing fast content delivery platform. We built the world’s fastest dynamic content delivery solution with Crafter Engine, which now serves some of the largest and fastest sites on the globe.

Think your website performance needs a boost? Contact us at info@craftersoftware.com for guidance or download our white paper Building and Optimizing Multi-Channel Web Experiences to learn more!

Rethinking the Content Management System for Media and Publishing in the Mobile Era

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Ask anyone from the staff at Buzzfeed to the owner of your neighborhood antique store, and they will agree: it’s time to reinvent the CMS so every publisher has the same tools to succeed in a mobile world. After all, in a world of smartphones, users have come to expect a better experience on mobile. Whether they are flipping through apps consuming content from left to right or experiencing rich magazine-like features, keeping the reader engaged is a top priority.

When it comes to moving beyond the desktop, “themeing” in the CMS is necessary to build these experiences across multiple screens. The goal of responsive design is a good starting point, but it doesn’t do the job completely. We need to take it a step further with the CMS being WYSIWYG and component-based. By doing so, any publisher can deliver a rich, touch-enabled experience regardless of the screen or device or wearable the reader uses.

Creating richer experiences on mobile enables engagement, and even monetization, to live within the CMS. Up until now, most CMSs had monetization relegated to the right rail of the page, but with so many users experiencing sites via mobile, it’s become necessary to shift to in-stream experiences. Dynamic experiences and monetization is now living symbiotically with the content. While many legacy CMS vendors have created bridge solutions, the real solution in the long-term is to make the CMS the place where native advertising is created and trafficked in sync with a publisher’s existing ad server. And this requires a CMS built for today’s era of mobile engagement.

Of course, every reader has different tastes and expectations for any given site so in order for native ads to be a success, personal relevance should be a major factor. Rather than a chronological feed, a personalized feed directed at the user’s own interests is needed.  Personalizing the user experience for each individual reader should be at the core of any given CMS. This provides a superior reading experience and users are much more likely to frequently engage with the site.

It isn’t just responsive design that has changed, users have changed their online activity as well. They are no longer simply reading content, leaving comments and moving on. Today, they are sharing more than ever and CMS for the mobile world needs to offer the seamless ability to connect with the online community.

Additionally, writers or anyone interested in creating content should have the option to write on mobile. Unfortunately, CMSs built a decade ago are not a viable option on mobile. Authors should be able to write content from their phone as effortlessly as they tweet.

While we aren’t totally there yet, this reinvention will surely happen. Publishing has drastically changed since the mobile shift and there’s no doubt that reinventing the corresponding CMS software will occur in the near future.

To learn how Crafter CMS was designed and built for the modern era of mobile engagement, contact us today for a personalized demonstration.

 

How To Select a CMS

With the constant evolution of of the Digital content and experience landscape, it can be difficult to decide which CMS architecture will properly meet your business, user and technology objectives. The following are four items to help orient your CMS search for success:

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1. The Right CMS For Business

It is important to take into consideration the cost of development against ROI. The maintenance needs and the architecture’s ability to scale should be heavily weighed as well while assessing the risks associated with technology choices. Businesses boost ROI by reducing the cost of development and time to launch – something a CMS platform approach can help with due to less custom development to get the different components working together. Development overhead is reduced with this platform which also adds a layer of functionality.

You will also want to assess maintainability. Continuous maintenance of a solution can involve fixing bugs, adding minor enhancements and patches or upgrades. Maintainability  can be difficult in  legacy CMS platform models since the application and the CMS code base are coupled tightly. Whichever CMS platform you choose, be sure to think about user-friendliness, release frequency, packaging and available support.

2. Empower the developer

As with most cases, you never want to make someone’s job harder, same goes with making sure the web application framework won’t make your developer’s job more difficult. You can avoid this by following the model-view-controller pattern. This enables cleaner code, better separation of concerns, and easier testability. This pattern is one in which more developers are familiar and it allows for a more gradual learning curve. Regardless of the architecture, be sure the web application sticks to the M.V.C. pattern.

Additionally, enable continuous delivery from the start to help reduce the time, cost, risk and effort of code production by the development team. The core engineering practices that enable continuous delivery are test automation, continuous integration and automated deployment.

Although it can be more difficult to set up continuous delivery on CMS platforms when the solution codebase ties to the CMS platform codebase, so be sure to offer ways to separate the solution code and CMS platform code. However, packaging and deploying code into environments with automated scripts should be fairly easily.

3. Make the Editor Happy

It’s been said thousands of times, but it still holds true, content is king. So the solution must address the needs of content editors while minimizing limitations to editorial strategies. Start by making a decision about flexible page composition. In content-centric solutions, the ability to create pages with custom layouts and components gives editors flexibility and freedom. Coupled CMSs typically offer this out of the box, sometimes with drag-and-drop WYSIWYG capabilities.

You will also want to determine market standardization.  Enterprises serving multi-markets need to make a decision whether they want to provide a single platform that serves their entire market, reducing the total cost of ownership of the platform while promoting standardization, or giving local markets autonomy to develop their online presences on their own. If a global platform suits you, a CMS platform architecture is most often the best choice. This kind of architecture hosts market sites on a single platform making it easy to share content, templates and functionality. When it comes to local markets, decoupled architectures work better because they allow more flexibility to markets to choose technologies and utilize content services.

4. Deliver value to the user

Users are savvier than ever and with the web literally at everyone’s fingertips these days, it is extremely important that their high expectations are met despite it being an ongoing challenge for you. The challenge in any web build is to address high-end needs and demands of the users while still allowing accessibility across multiple devices. Of course, keeping all of these interfaces within budget is also a challenge. Regardless of CMS platform or decoupled architecture, one key requirement you need is to ensure the web application framework gives developers full control of the front-end technology stack. In general, design and build for the lowest common denominator and then you can layer various functionality for advance browsers and devices. Stay in line with the WCAG guidelines and take a progressive enhancement development approach.

 

Top 5 Capabilities Your Web CMS Needs

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Marketers expect much more from web CMS solutions now than they did five years ago. Today, web content management is much more about customer engagement and marketing activities than the publishing and content management it was a few years ago.

Because of this transformation, CMS platforms are becoming the central point for everything such as managing data from CRM, ERP, Marketing Automation and other applications, delivering personalized experiences, analyzing customer data and optimizing strategy, and even improving management of organization-wide digital assets. As customers come to expect, and often demand, a perfect experience every time, it’s as important as ever for enterprises to explore how today’s advanced web CMS solutions can help them achieve their goals. The following are 5 essential ways that CMS supports the digital experience.

1.  Efficient Management of Digital Assets
The use and management of both text and visual digital assets are easily done with CMS platforms. Everything from editing to resizing and previewing assets, as well as pushing media and documents to the web and social channels is simplified through the use of web content management. WCM allows enterprises the vital role of smoothly and efficiently delivering customized digital experiences.

2. Utilizing All Web Properties to Publish Content
At one point having multiple marketing teams for a wide range of products and global services may have worked, it just isn’t feasible now. That approach only causes redundancy of efforts, unwanted licensing and maintenance expenses from websites built on varying platforms, and outrageous marketing team sizes.

Ideally, with the right web CMS platform content will be automatically pushed to social media, public facing sites, internal intranets and any other channel that makes sense. This smoother process is not only more streamlined and efficient, but it also keeps the brand voice consistent across multiple platforms.

3. Optimize The Use of All Data
Once you have streamlined your ability to publish content, you will want to get a better handle on how you optimize the use of all that content and the user’s experience. CMS platforms that are equipped with full support for A/B Testing, customer engagement analysis, predictions and recommendations, goal tracking, campaign tracking and other actions related to analyzing customer data and customer journey tracking will significantly improve this optimization.

Additionally, CMS platforms offering intuitive backend interfaces with integrated BI insights as well as administrative ability to utilize the insights quickly will substantially enhance the process and raise the bar even higher.

4. Integrated CMS Platforms
To your customers, your online presence is not segregated into the web, social and other silos. To them, it is one entity. So failing to integrate CRM, portals, BI, analytics and other key applications will cause you to spin your wheels in your attempts to reach your customers from all angles in your CMS platform.

The task of integration is simplified with the use of out-of-the-box connectors while easily linking existing web applications through APIs. Everything from search platforms, e-commerce, language translation, major CRMs, analytics, databases and publishing platforms easily come together.

5. Personalized and Integrated Digital Experiences
Leveraging web CMS platforms is key for any enterprise managing multiple brands and/or products. Modern CMS solutions ease the ability to deliver personalized and contextual digital experiences by simplifying the process of personalizing the design and content for landing pages, making it easier to reuse code and display separate content to different user segments.

5 Rules for Creating Loyal Customers

When it comes to attracting consumers, marketers are realizing they need to step up their game to keep up with the competition. Many of their competitors are undergoing dramatic digital transformations designed to increase customer engagement through targeted, individualized experiences across every channel and device (online and offline.) Brands are now doing whatever it takes to deliver standout service and capabilities to their desired audiences.  However, as brands scramble to go above and beyond, they often miss some of the most important rules on how to engage customers properly and thus don’t achieve the desired result. The following are 5 of the key guidelines to follow when designing digital experiences that align with your brand goals and customer satisfaction.
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#1 Be Helpful

When a customer has a need and you make it easy to fulfill that need you are well on your way to creating a loyal follower of your brand.  Start by creating a helpful experience that comfortably guides customers through the purchasing process. From start to finish, make it simple and helpful.  For example, once a purchase has been made, provide assistance, and do it across various channels.  In the confirmation email or on the “proof of purchase” page, help cover the unknowns. How-to videos, images and infographics are very powerful tools for extending the conversation and covering unknowns. Let them know they can reach you on social media. Customers enjoy being part of the process and will feel more connected to your brand when given access to exclusive content.

#2 Make Content Engaging and Easy to Consume

Designing for the small screen doesn’t mean the experience has to be sacrificed by eliminating important content. It simply means the content you include needs to be extremely engaging and on point for your targeted audience.  Consider being more concise, use 10-second videos rather than those lasting longer than a minute or more. Your content should be contextual, responsive, and most of all, as flexible as your users need it to be. It should be able to go across all channels and devices – online and offline. Your goal should be to create an environment that is specific for the device while also having the ability to go beyond into diverse environments, be it an in-store experience or virtual signage on a billboard and so on.

#3 Personalize Without Being Creepy

Personalization and automation provide a lot of value to the customer. Yet, today’s consumers are savvy and many of them are mindful of privacy concerns. The last thing they want is to be creeped out and worried about privacy issues. Some advertising can come across as a little too personal and downright annoying. Just because I looked at a product does not mean I want it. Today a lot of “retargeting” on social networks are guilty of this simple assumption.  While quick follow up and reinforcement works, the smarter you can be about what you chose to reinforce the more likely you are to convert a customer.  Being annoying might coerce a few new customers but it can also do the opposite and turn potentially loyal customers away. The magic happens when you are helpful and relevant to the customer.  The internet is rife with stories of large companies using purchasing histories to suggest future purchases that “crossed the line.”  Making recommendations can be extremely useful for your customers and amazing for sales but make sure you are constantly asking / checking that your analysis and algorithms are non-invasive, so you don’t overstep your boundaries and end up embarrassing or creeping out your customers and prospects.

#4 Reuse Content

While it may sound like a faux pas, it really is in your best interest to reuse content. Equally as important as creating easy-to-use experiences, using familiar patterns and repeating calls to action will give the perception (sometimes illusion) of a faster solution. Reuse content modules and processes because it reinforces your branding and attracts customers by increasing awareness.

#5 Be Easy to Use, Be Fast

Whether your site visitors are making a purchase or just browsing, one of the single most important things you can do for the user is to provide them with a quick resolution. Many websites make purchasing easy for their customers by keeping the experience to a few clicks. Not only is that convenient for the visitor, but makes the ordering process quicker and streamlined. Ensure that you have a highly scalable platform that is capable of delivering the site quickly and that your front end code (images, CSS, Javascript, etc.) are optimized to render quickly to your users.

Although it’s never easy to truly know every potential hiccup you may face, by understanding the above mentioned five aspects of a great digital experience, you will likely avoid them, which will keep both your business and customers happy.

Do you agree? Comment below and tell us what you think helps create loyal customers!

6 ‘C’s for Great Customer Experience

The type of customer experience your company provides to its customers can make or break the brand. The game has changed and the winners in today’s market are those who provide a great experience to their customers throughout the entire customer journey. Learn how to increase demand and encourage growth through great customer experience by leveraging these 6 ‘C’s of Great Customer Experience!

#1: Contextual

Are you sitting at your desk working?  Are you sitting on the couch browsing with your tablet?  Are you in a Uber hurling towards the airport and trying to move your flight departure time?  Where you are, what you are doing, what kind of access you has matters A LOT! Contextualization focuses the experience on where you are, what device you are using as well as preferences such as location, language, and time of day.  In a nutshell, contextualized experience is what brands use to go above the muck in today’s omni-channel, multi-device, multi-lingual, multi-step world to provide you with a more personalized and relevant experience.

#2 Consistent

A brand is successful by promises made and promises kept. By consistently shaping communications and interactions that highlight strong delivery and core themes brands set customer expectations and drive loyalty by meeting them. Lack of consistency and failure to meet expectations has the exact opposite effect. Have you ever dialed into an automated “phone-tree”, entered a bunch of information only to be transferred and then have to re-enter all of your information again?  It’s frustrating at best. A consistent experience delivers what you expect at every step in the customer journey.  At each touch point, it knows where you have been and where you are now.

#3 Conversational

The online world is much more social than ever before.  Marketing is no longer about one-way communication in which brands bark messaging at customers, it’s about engaging with them.  Today’s marketing is “N-directional.”  It’s an on-going engagement with the brand, a customer, and the brand ecosystem.  Everyone knows that good friends are the ones that know how to listen.  The same is true for brands.

#4 Cross-channel

Our customers have multiple ways to engage with us from traditional media advertising, mail campaigns and phone to digital platforms such as sites, applications, kiosks, digital signage, email, texting, social media and more!  Your customers want to engage you through the mediums and platforms that make the most sense for them in the moment.  Companies that truly get customer experience understand that offering the customer a great experience on the platform of their choice is a critical component for success.  Multi-channel isn’t just about a website responsive design that works on laptops and smartphones.  It’s about really being able to serve customers on any channel and further it’s about being equipped to add a new channel at a moment’s notice.  New channels emerge all the time, and it is the first movers in nearly all cases that dominate the new space.

#5 Convenient

Convenience is a no brainer. Customers love easy. You must reduce complexity at every step.  Make it simple for them!  Apple no longer has a checkout register. Any employee can help you complete a purchase.  Need to schedule an appointment? A couple taps of by an associate on an iPad and you are done.  That’s convenient and it’s enchanting.  Now compare your hailing a cab to requesting an Uber.  Hailing a cab requires good fortune or great patience. Uber by contrast puts mobility at the touch of a button, provides you with an ETA and requires no physical payment transaction.  That’s convenient and it’s enchanting.  Be convenient. Be enchanting.

#6 Cost effective

While great customer experience is vital for maintaining and obtaining customers, doing more (for your customers) often requires more time and resources.  The key to creating and maintaining a great customer experience is finding a cost effective way to make it happen.  The key to cost-effective customer experience is in the architecture of the platforms and solutions you choose to implement. Of course, the platform needs to enable you to deliver contextual multi-channel experiences that engage and enchant your customers. But it must also allow you to scale in an affordable way.  By scale I mean few things.  Scale as in volume.  You need to be able to add more capacity without breaking the bank.  Scale as in many birds, one stone.  The platform should be able to cover many needs.  Multiple sites, many channels within a site and so on.  Scale as in capacity to innovate.  Digital experience is a space of constant evolution.  You need to be able to quickly and affordably develop and deploy new value to your customers.

How have the 6 C’s for Great Customer Experience enhanced your business?  Let us know in the comments below.

Crafter CMS Drives Large Scale, Reliable Customer Engagement During the Big Game

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We’re happy to report that Crafter CMS powered some of the largest websites and mobile applications run by sponsors of a recent major sporting event that was viewed by over 189 million people around the world.

By powering their websites and mobile apps with Crafter CMS, our clients were able to deliver reliable, high performance digital experiences to all their customers. As television advertising drove surges of traffic throughout the event, our clients reported outstanding performance and a record amount of online customer engagement. Meanwhile, it was widely reported that several other enterprise and celebrity websites, which were running legacy content management platforms, crashed and burned due to heavy volumes of traffic. Based on our look at some of the sites that had performance issues, they seem to be running WordPress and Adobe CQ5 (AEM).

In contrast to most legacy content management platforms built over 10 years ago, the modern Crafter CMS excels at delivering reliable, large-scale Web content management implementations. And does so at a fraction of the cost of legacy, proprietary solutions.

Crafter’s innovative architecture provides marketers the easy-to-use tools they need to engage customers, provides developers with the agility to develop engaging website and mobile app features in record time, and provides IT administrators the scalable and performance to deliver highly reliable digital experiences.

Need a reliable CMS that won’t crash when you need it most? Check out our open source on-premise solution (http://craftercms.org) or our cloud-based, full SaaS solution (http://craftercloud.io) today.