Here are four of the most common challenges we hear from our clients who want to migrate to a new CMS.
1. No User Input in Buying Decisions
Enterprise software is often bought by individuals that won’t actually be utilizing the system on a day-to-day basis. Management and upper-level IT of course need to examine different vendors and be in charge of procurement, but in-depth user involvement is critical too. Many CMS platforms lag behind in terms of the user experience, whether it’s an outdated interface or there’s simply too many steps to go from A to B. You also need to consider who your primary users are – will your marketing team be responsible for website updates or will you have a dedicated website developer? These are very important factors when selecting the right solution.
Ask groups of likely power users from various departments to demo the prospective solution first to ensure it will help them get work done quickly and most importantly improve the customer journey. If the users aren’t excited about the solution then they won’t passionately develop strong website content and the customer experience will suffer.
2. Poorly Designed Authoring Tools
The standard authoring tools with a CMS solution are simply “standard.” They won’t fit a user’s exact needs in terms of how they need content to appear and the relationships they might have with other staff members or partners. In order to develop a company with a rich library of engaging multi-faceted content, there needs to be an advanced (yet simple) CMS solution in place that can be personalized to meet different content styles and structures. Some companies may decide to work with an IT consulting firm to customize their tool to suit their user needs. Websites won’t be rich and multi-layered if the process of entering content is not custom built for each individual user.
3. Inadequate Training Causes Bottlenecks
The introduction of a CMS solution poses challenges for staff members that are entrenched with outdated content procedures. Their hesitancy to use the new system cannot be overcome without engaging and context-driven training. They not only need to understand “how” the system works but demand answers to the “why” questions about how it makes their daily work easier and how the end customer will benefit. Poor training can cause dips in adoption rates, and even abandonment of the solution entirely.
Training should provide narrow user-based context as well as broader context into the role of the CMS solution to the company as a whole. This is critical for building buy-in among users, so they understand the interconnectedness of content and customers with revenue, sales, and long-term raises/bonuses.
4. Not Integrating well with Ecommerce
We frequently discuss the importance of the “customer experience” and how satisfied customers largely determine a company’s success. Much of this experience can be molded through delivery of engaging and informative content. For ecommerce players, this means finding a way to introduce seamless and personalized content within the ecommerce platform.
Ecommerce companies need to move beyond static pages and simply handling a catalog of product information, and introduce more dynamic content. Accomplishing this requires a seamless interaction between the CMS (for example an advanced solution such as SharePoint), and the ecommerce platform.
Overcoming these challenges is tricky, and that’s why many companies need a helping hand. A qualified IT consultant can guide you on not only picking the right solution, but developing a content strategy, conducting training, and ensuring broad CMS adoption.
By Annie Bustos
Contact Us If you want learn how to choose the right CMS.
— RADcube (@RADcubeAlerts) June 15, 2016