The document discusses the critical importance of customer experience (CX) in driving revenue and competitiveness, emphasizing that companies must become customer-obsessed and deliver personalized experiences across all touchpoints. It highlights the need for modern Content Management Systems (CMS) to support omnichannel engagement, optimize for conversion, and measure real business outcomes. Successful strategies have shown significant increases in customer engagement and revenue growth through effective personalization and testing.

1. Is Your CMS ‘Fit for Purpose’ in the Era of
the Customer Experience War?
Greg Baxter, SVP Customer Experience, edynamic
greg.baxter@edynamic.net
9178262864

2. We are a global digital marketing
and technology agency focused on
customer engagement & revenue.

3. OVER 100 CLIENTS
WITH OVER $500M
IN REVENUE
3

4. CX drives revenue.
CX leaders’ average revenue outgrows
laggards by more than double digits.
89% of businesses now expect to compete
mostly on the basis of customer experience.89%
Now to be truly competitive your company
must become customer obsessed, which
means you need to have deep knowledge
of, and engagement with your customers.
4

5. Be Relevant or Lose Customers
B2B is far from immune.
70% of business buyers says it’s absolutely critical for companies
to provide a personalized experience.
74% of business buyers conduct more than half of their
research online before making an offline purchase.
75% of B2B buyers would purchase again from suppliers that
offered omni-channel capabilities.

6. Customers who had an
unpleasant experience on
your site are 88% less
likely to return to your
website - Adobe
50% of consumers are
likely to switch brands if a
company doesn’t
anticipate their needs -
Salesforce
Get closer than ever to
your customers. So close
that you tell them what
they need well before they
realize it themselves." -
Steve Jobs
Get closer than ever to
your customers. So close
that you tell them what
they need well before they
realize it themselves.-
Steve Jobs
Companies with the
strongest omnichannel
customer engagement
strategies retain an
average of 89% of their
customers - Aberdeen
By 2020, the demand for
an omnichannel customer
experience will be
amplified by the need for
nearly perfect execution -
PWC
57% of users say they
won’t recommend a
business with a poorly-
designed mobile site -
SocPub
The writing is literally
on the wall…

7. The Casualty List…
CMS – RIP
ECM – RIP
WCM - RIP
The definition of a DXP is an integrated software foundation for engaging users across all digital touchpoints.
Gartner 2018

8. 3 things your new platform
must do well to survive the data age….
Change the analytics
view from traffic and
brand amplification to
conversion and
engagement –
measure real financial
& business outcomes.
Optimize using
personalization and
testing so the site
senses and adapts to
customer needs and
drives the best
possible conversion
outcomes.
Offer true Omni-
channel capabilities so
that customers get a
consistent experience
across channels –
every touchpoint
aligns with a planned
business outcome.
1 2 3

9. And the proof is
in the pudding…

12. For first-time visitors to the home page, the text
for the Careline call to action was personalized
based on in-the-moment data— inviting data-
specific visitors to use the Careline if they have
specific types of questions. This call to action
performed 38% better than the default in driving
conversions for the Careline call to action.

13. Visitors who used the site for quick purchases
were targeted in a bid to encourage them to
engage in content and use tools such as the
allergy tool, recipe generator, and feeding guide.
UsingCTAs and content recommendations,
conversion rates were lifted by 205%.

14. The third scenario was designed to meet the goal
of driving visitors to the web shop and purchasing
online. Personalization was used for visitors to
indicate—using behavioral profiling— what their
“in the moment” situation and interests were.
Relevant products and calls to action were
aligned to their behavioral profile.Conversion
rates of 68% and greater were achieved.

15. Beyond personalization, the Nutricia team
developed an A/B test for the home page and the
member sign-up goal. One half of visitors were
presented with the default call to action.The
other half were presented with the option of a
free gift.The gift option outperformed the
default by 50%. Based on the financial value of
each new member, this single test delivered an
ROI of more than 500%.

16. The big picture:
75% growth in purchases.
140% growth in vital re-buy.

17. 150% increase in test drives.
150% growth in dealer contact.
30% reduction in ad bounce.

18. 500% increase in organic loan
applications over the web.

19. What does turbo-charged
customer experience look like?

20. 3 things your new platform
must do well to survive the data age….
Change the analytics
view from traffic and
brand amplification to
conversion and
engagement –
measure real financial
& business outcomes.
Optimize using
personalization and
testing so the site
senses and adapts to
customer needs and
drives the best
possible conversion
outcomes.
Offer true Omni-
channel capabilities so
that customers get a
consistent experience
across channels –
every touchpoint
aligns with a planned
business outcome.
1 2 3

22. It’s time to be a marketing
superhero – is your CMS up to it?