Considerations before Deploying WCM

By CIOReview | Thursday, June 8, 2017
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Once companies contemplate the major trends driving web content today, and have outlined a Web Content Management (WCM) strategy supporting the specific business goals, requirement for a new web content management system has been longed to accrue multiple editors, governance, content focus, and security. While purchasing a new WCM system, that incorporates Customer Experience Management (CEM) capabilities, companies must consider whether their platforms can scale to accommodate this functionality. Scalability is a critical factor while deploying and weighing WCM systems. Companies chose it for reusing content and to possess the ability to not only extend their web presence to mobile, but also for customer engagement and Customer Relationship Management (CRM) type services. Those with a Web content management system purchase on the horizon should weigh such possibilities and requirements in determining whether the WCM suits their business processes and whether it can integrate with CEM functions.

Mapping the Buying Process

Companies that are not satisfied with their Web content system go through a tedious process to choose the right technology for their business requirements. The choices WCM vendors make in product development—for example, how much digital marketing capability to build into the product versus integration with third-party services—have a significant impact on the long-term fit for different kinds of businesses. Consider business and technical architecture to determine intended scope for the WCM system. Some WCM tools try to serve as omnibus digital marketing platforms for personalization capabilities. Few steps assisting the buying process are—building a multidisciplinary team, solidifying business case, establishing the architectural context, following user-centered design principles, developing narrative use cases, establishing non-functional requirements, researching technology alternatives, requiring a proof of concept, and developing a plan for implementation support.

Foundational Technologies assisting Digital Customer Experiences

WCM platforms allow building websites on top of a set of tools so that the websites are easier to manage, optimized for multiple languages and platforms, and enables marketing teams to own the customer experience. Some platforms can provide the bulk of functionality that is needed for Web content management or e-commerce. It is necessary to determine which WCM or e-commerce platforms can serve as the foundation on which to build in other capabilities. Ensuring that the platform provides at least 80 percent of that critical functionality and doesn't require add-ons is essential.

Recognizing Business Strategy and Technical Requirements

If a WCM platform has been pre-integrated with the company, it is viable to consider that platform as the company’s existing capability for the next three to five years. Also, it is necessary to consider the future and correlate whether this platform can integrate new capabilities. The WCM platform should also be able to accommodate business processes. While most Web content management systems now encompass functionality such as workflows and alerting, permissions and access control and other features that may be core to the company’s process, it is decisive to ensure that this platform can reflect the company’s processes today—and be flexible enough for change in the future.

Displacing Departmental Silos

Departmental silos are seen as a growing pain for most organizations of all sizes. It is the duty of the executive leaders and management to prepare and equip their teams with the proper mind-set to break down this destructive organizational barrier. Part of the power of these platforms is in creating a more holistic view of audiences and consumers and incorporating data from multiple departments.

Foreseeing integration complexities, it is imminent to consider ways in which the foundational platform can consolidate data and centralize information while also giving departmental silos greater responsibility for data quality. Having a central repository for various back-end systems related to its product line contributes to having better data, accrediting the departments to have more ownership of that data.

Open Technologies based WCM

Open is not just about technology, but also a philosophy – to have a culture committed to sharing for a common benefit. WCM buyers should acquire technologies built on open standards and have prebuilt integrations and partnerships with proven, mature best-of-breed applications for digital customer experience and online engagement efforts rather than all-in-one suites. Open technologies are critical to future integration and migration, scalability and, future ready builds. Integrating an end-to-end open source solutions provides flexibility and agility, making it easier for the company to compete on speed and faster delivery.