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Decoupled vs traditional CMS: How you can create an intelligent, multi-channel customer experience with multiple architectures

How do the latest decoupled systems stand up to the traditional CMS, and what are the benefits to the customer?

Legacy systems and siloed information can’t support personalisation and will frustrate the customer experience. ML algorithms feed on high volumes of data. For a CMS to support AI successfully, your data needs to be consolidated into a single place. You should consider putting a modern CMS in place or replatforming altogether to maximise success.

An omnichannel strategy centres on making that experience truly seamless. From a user perspective, a retail mobile app should be consistent with the design of the website, as well as the look and feel of a physical store. The customer experience needs to be seamless.

Businesses that adopt omnichannel strategies report greater year-over-year customer retention rates, and see increased revenues compared to those that don’t.

A decoupled CMS means companies can reach more customers and meet those same customers at multiple touchpoints in their user experience.

Today’s empowered customers expect seamless brand interactions across every touch point, forcing organisations to replace outdated thought-processes and legacy systems with new ways of doing business.
Brendan Witcher,
Vice President, Principal Analyst, Forrester

Read next: Making the case for the CMO

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