How Well Do Web Content Management Systems Support the Customer Experience? - eMarketer
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How Well Do Web Content Management Systems Support the Customer Experience?

Personalization is important

Many IT decision-makers, partners and suppliers have implemented web content management systems for their customers, and according to August 2016 research, there are various challenges that come with managing the customer experience via these systems, like the inability to personalize the purchasing experience.

Challenges* of Managing the Customer Experience with a Web Content Management System According to IT Partners/Suppliers Worldwide, Aug 2016 (% of respondents)

Indeed, lack of personalization within these systems is a challenge for many. More than a quarter of IT partners and suppliers worldwide who were surveyed in the study from Sitecore, a provider of customer experience management software, conducted by Vanson Bourne, said that the built-in ecommerce features of web content management systems are too basic and don’t support personalization.

Moreover, 36% of respondents said there was a lack of insight into the purchasing experience, and almost as many said there was a disconnect in data from web content management and commerce systems.

But though personalization was one of the hurdles IT partners and suppliers faced when it came to managing the customer experience, it was also a benefit. In fact, more than two-thirds of marketing and IT decision-makers said that one of the advantages of using web content management systems was getting a more personalized experience for their customers.

Benefits of Using a Web Content Management System to Manage the Customer Experience According to Marketing/IT Decision-Makers Worldwide, Aug 2016 (% of respondents)

And though a large share of respondents cited personalization, it wasn’t the only benefit mentioned. Just as many marketing and IT decision-makers said that a more user-friendly site navigation between web content and commerce experience was a benefit of using a web content management system to manage the customer experience.

And more than half of respondents said more integrated visitor analytics, which are used to evaluate traffic and trends, was.

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