Gartner describes customer experience as the new marketing battlefront. Marketing leaders responsible for customer experience are under pressure to deliver results and must step into stronger leadership and collaboration roles to produce results.
Customer experience is shaped by the multiple touch points that customers have with a company, such as pre- and post-sales, interacting with the website, the digital experience, and the customer services department. If an organisation is struggling with a legacy system that fails to communicate with customers at every touch point, or makes integration between systems difficult, it can contribute to poor customer experience. This inhibits growth and prevents the business from achieving its overall objectives.
Using a decoupled system as part of an enterprise, fully-integrated CMS helps the CMO deliver an innovative and immersive customer journey. The headless aspect of a CMS allows marketers to push the same content to different devices, irrespective of the programming or technology used. With a decoupled system, marketers can truly ‘create once, publish everywhere’.