How content lays the foundation for the modern customer experience

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Digital-fast brands turn to scalable content strategies to meet modern customer expectations.

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Customer experience has now gone digital. Today, 58 percent of customer contacts worldwide are digital, according to A report from McKinsey & Company. It tells businesses that digital transformation is not just coming – it has already happened.

The digital world has changed two fundamental elements of the customer experience: speed and proximity. As Satisfied CEO, Steve Sloan, Says It“The distance between the customer and the brand has been reduced in terms of pixels, and immediacy is the only time frame that customers are willing to accept.”


In this modern marketplace, the challenge for all businesses – centuries-old heritage brands and direct-to-consumer disruptors alike – is translating the dynamic experiences that customers have from in-person interactions into the speed and closeness of What they expect from digital. This digital-first and digital-fast environment has placed content as the foundation of the customer experience.

Content is the way brands package their stories to educate, inform and inspire. Content is also how brands often deliver experiences to customers across all digital channels, devices and environments now.

The question brands are asking are not what, but how?

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Scalable content powers the modern customer experience

In-person customer interaction applies a predictable speed to commerce. There are literal front doors and sales reps for managing and responding to customer needs. On the other hand, the digital world has multiple entry points: mobile devices, apps, smart speakers, digital kiosks, wearables and a slew of emerging technologies. To meet this demand for content delivery, brands have relied on traditional content delivery strategies such as legacy content management systems (CMS), product information management systems (PIMs) or digital asset management systems (DAMs).

Traditional distribution strategies have been an effective stopgap for companies trying to push content across a number of channels, such as websites and apps. However, as digital customer touchpoints grow, these vertically-focused solutions now create silos that trap content within different management systems and rely on manual copy and pasting efforts to allow digital teams to reuse their content. force to do.

The second challenge of single-purpose solutions such as monolithic CMS is rigidity. Monolithic systems can be described as opinionated technology that forces businesses to create digital solutions that reflect the equipment rather than the customer. When faced with the new demand for customizable experiences from digital customers, monolithic solutions begin to show their fragility.

Silent materials and delicate monolithic solutions have been accepted as a reality for years for businesses operating in the digital age. However, leading brands are now turning to content platforms like Contentful that offer flexibility and scalability through an API-first approach. An API (Application Programming Interface) allows devices to communicate directly with each other, going from human to machine scale. With an API-first approach, the content platform removes internal content silos by emphasizing, not restricting, the integration of content into a brand’s technology stack. It gives brands the freedom to develop their strategy by integrating new tools in the future to develop the best content experience for their customers today.

Taking an API-first approach to content allows brands to embed their content management and delivery into any technology stack of their choice, meaning they are not tied to any one particular system or solution. This ensures that digital experiences are tailored to the needs of the business and customers, rather than technical capabilities. By adopting a platform approach to content, leading businesses are using content as the foundation for customized customer experiences that don’t waste internal time and resources.

Business Reporter: How content lays the foundation for the modern customer experience

What does scalable content management look like?

In response to customer demand for video doctor appointments due to COVID-19, Livy, a medical app owned by healthcare company Cry International AB, launched a global telehealth product in just four weeks. To deliver this experience, Livi needed to create a country-specific website for each of its markets, comply with local regulations, and provide services in appropriate language while keeping its brand identity consistent across channels.

Livi used Contentful’s content platform to drive the pace and scale of this project. Contentful’s modular content system allows Livi developers to build the technical capabilities needed to reliably deliver new telehealth services, as well as enable content creators to rapidly update and publish medical information across all services. Contentful’s API-first approach allowed the Livi team to integrate their site with translation and localization tools, making it possible to launch the service in 10 languages ​​in just four weeks.

In the world of retail, Matchbox Fashion, a well-established curator of luxury men’s and women’s clothing and home goods, shows how a brand that once relied on in-person interaction is now delivering engaging digital experiences to its customers. The company originally started 30 years ago as a bricks-and-mortar business, but today drives 95 percent of its revenue from online sales.

Digital’s move includes shipping products to customers in 176 different countries, processing different currencies in different regions, and maintaining websites and apps in four different languages.

To keep pace with the demand for content at each of these new digital customer touchpoints, Match Fashion used Contentful’s content platform to reduce the marketing team’s reliance on its technical partners, while still helping its customers. Providing the desired customized experience. To support the need for fresh and relevant content, the engineering team created multiple content models, including homepages, articles and campaign banners, that are integrated into the expanding digital channels of the business. With these content models, the marketing team was able to edit and publish content autonomously whenever needed.

According to Matches Fashion’s Trading and Campaigns Manager, “Contentful has been game-changing… It has allowed us to be more flexible and responsive with our marketing materials than ever before and streamlined processes for multiple teams across the business. has done.”

Brands in every industry are learning how to use a platform-first approach to deliver engaging digital customer experiences. Leam more Forester’s report On customizing experiences at scale

basically . Published on business reporter

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