Customer Experience or CX is not only a marketing concern - your entire business is responsible. Not only does acquisition happen digitally, but the digital customer journey continues post-acquisition in customer service, renewals and upsell. Satisfaction and loyalty become key metrics, and multiple parts of the business are involved.
More back-end applications are used by different departments to handle their part of the journey. For the experience to remain consistent throughout the entire journey, these back-end systems need to integrate. This requires a robust framework.
A website used to be a mere digital acquisition channel. In this context, a CMS was a convenient tool that allowed marketers to manage their content without the need for developers.
As soon as an organization rolls out its digital transformation strategy, digital starts to permeate their activities. All components should be combined to create a smooth, flawless online customer journey, powered by an intuitive digital platform. A simple CMS-based website ran by the marketing team will no longer suffice.