For lack of a better word, we seem to be in the midst of a Content Management System (CMS) and Customer Relationship Management (CRM) renaissance. The maturation of technologies like Artificial Intelligence (AI) and machine learning, alongside the rise of social media and e-commerce, are laying the foundations for the future of digital platforms. And we’re only just starting to glimpse what that looks like.
In this article we’ll look at five CMS product innovation trends, what they can tell you about the future of digital platforms, and how they result in improved customer management.
- Shareable micro-experiences and User Experience as a Service (UXaaS)
Being able to deliver a consistent experience across multiple media channels is becoming increasingly important in our multi-device culture. Consequently, many brands are cottoning on to the idea of micro-experiences: small, shareable components that can be distributed throughout multiple channels while delivering consistent UX. In a broad sense, this is what is referred to as User experience as a Service (UXaaS); the ability to deliver the desired UX on any medium and in the most appropriate way for the user.
- Advanced personalisation and contextualisation
Customers today are savvier than ever, and generic, broadcast-style messaging is proving itself less and less effective at capturing their attention. Personalised and contextualised content is all but essential for brands looking to break through the marketing clutter, and best-of-breed CRM platforms make this possible. It’s likely that 2017 will see an explosion of technologies that enable real-time targeting, catering to micro-segments and, ultimately, delivering the right message to the right user at the right time.
- Artificial Intelligence (AI)
There’s been a lot of talk about how AI is changing business in recent months, and
customer management platforms are no exception in this regard. Advanced AI is enabling CMS to dig deeper into your customer data and use these insights to deliver more meaningful messaging to customers at the right place and the right time. Machine learning and predictive analytics take the guesswork out of many difficult marketing decisions, and organisations that don’t embrace the power of AI in their CRM strategies risk becoming irrelevant in a short space of time.
- Automation drives everything
With machine learning and AI reaching maturity, automation is becoming an increasingly viable component of CRM strategy. Proactive organisations have already started incorporating automation in their marketing strategies to great effect, and next-generation CMS will undoubtedly raise the bar even further. CMS Automation is also changing what customers expect from the businesses and brands they interact with. According to Forrester, 75% of professionals indicated it was more convenient to purchase through an e-commerce site than through a real life sales rep. However, it’s important to remember that no customer wants to feel like they’re being helped by a robot, so it’s imperative that your automated communication comes across as sincere and, most importantly, human.
- Social and omni-channel CRM will become the norm
With the explosion of smartphones, tablets and other internet-connected devices, cross-channel browsing and purchasing is becoming the norm for modern consumers. According to CMSWire, the average adult uses more than four internet-connected devices, and it’s imperative that your strategy takes this into account to be as comprehensive as possible.
RXP keeps up with the latest CMS and CRM trends at all times, and our CRM integration services ensure that you’re getting as much value as possible from your CRM efforts. For a more in-depth look at current CMS trends and advice on how to get as much as possible from your customer management software, download our free guide to CMS trends in 2017 below.