We’re often told that the best way to create advocacy and brand loyalty through business websites is by providing compelling, timely content and making it available on multiple devices and across a number of platforms. But is content creation and delivery only the tip of the iceberg when it comes to producing dynamic, customer-facing digital experiences?

Reducing the creation of an engaging customer experience to a simple, easy-to-achieve objective overlooks the complexities and layers that go on behind this task.

Diving Below the Surface

Great content will always lie at the heart of any truly successful customer engagement, but it’s worth remembering that this is a well-worn path, and one that competitors are also highly likely to be familiar with. What this means is that businesses are increasingly finding themselves having to explore newer ways of building digital relationships with their customers.

Selecting the right web content management system (web CMS) is perhaps the most underestimated means of achieving this. This may not at first sound like an obvious solution, but the fact remains that CMS selection is one of the most strategic technology decisions any business can make.

What few realize is that by selecting a CMS that does not provide a good fit with objectives, businesses can struggle to attract, engage and retain customers. There’s no point in developing personalized, cutting-edge content if you do not get it to the right customer, in the right channel and in the right context. Choosing the right CMS for you and your business ensures that this connection is made, through allowing compelling content to be shared through the right blend of design, usability, strategy and tonality.

By connecting customers and their experience of the website to the most suitable and relevant content creators, developers and systems for them and their message, businesses are not just driving engagement. They are also connecting them a superior digital experience. Not all CMSs are the same, and there are many that promise to deliver this experience, but fail.

Distinguishing the 'What' from the 'How'

So what is this "superior" customer experience, and what does it comprise? For many, the customer experience comes down to the "what" -- the content delivered. But it is also crucial to look further than that, to the "how" -- how experiences are created.