Count those fingers
In the ever-evolving landscape of B2B software, the shift towards configurable digital content sits within a whole range of moving parts. There is so much driven by technological innovation that ease of use sometimes gets lost in the fray.
We’re all shifting to the cloud, making sure that our output is mobile-optimised and accessible, integrated with the other in-house systems, using our AI helpers and focussing on the user experience. Admirable goals all of them but whilst we continue to deliver the above for the customer does the content management system (CMS) deliver for employees not tasked with managing this output? What does their working environment look like? Is it flexible and fit for purpose?
No one interface can deal with the different ways that employees will interact with business data, managers want to delve into performance metrics, marketing wants to deal with products whilst others might want to see stock and finances. These different interfaces deal with the same core data that the customer sees and interacts with but within a different interface using different tools. It is also unlikely that an interface that works after implementation will continue to be efficient moving forward. Sounds like we need a CMS for the client. Why not?
Of course, this adds complexity, but before we get into that let’s delve deeper into why it’s beneficial for the client's CMS to directly manage and manipulate core data, while the client's customer's CMS focuses more on presentation but still has capabilities for data management.
Not bending the software to your needs during implementation – it might break.
If we’re calling the CMS that the business uses the client’s CMS then let’s look at some of the benefits of a CMS that apply to their workflows, this is where a dual CMS adds value, whereas in the past a make-do and mend mindset often took hold. The CMS would be integrated into a business by aligning it with organisational goals and workflows reflecting the company's structure, roles, and access controls. Content creation processes would be streamlined, and user training provided to ensure efficient usage. In this way, interfaces would be built for the roles and reflect the structure being unique to the integration, although templates would be available, the opportunity to create bespoke versions for users’ particular workflows is the advantage the client’s CMS offers. No more “Well I know we call it XXXX we’ll just have to go with the label in the software”. Worth noting here that the tools would be in place for updating the interface as time passes, this isn’t a build it once and wait till the next update scenario (if the development house has time for your request!) it’s a more gradual process.
The client’s CMS offers the opportunity to build new and bespoke data objects as well as determine the interaction between them. The business would be directly managing the business core data, not a data object that is forced on the business by an external software system. There would be API hooks delivered as GraphQL endpoints to manage the integrations with other systems and ensure consistency and accuracy across all business operations. Any changes or updates made within the client's CMS will reflect instantly across the business, providing real-time insights and enabling swift decision-making. For instance, if a product's price is adjusted or a new product is added to the inventory, these changes are immediately reflected in the backend system.
Centralizing core data management within the client's CMS allows for tighter control over security measures and compliance requirements. Traditional CMS systems map well to compliance operations and access controls can be implemented to restrict sensitive data access to authorised personnel only, ensuring data privacy and regulatory compliance.
Where the CMS excels – customer content and personalisation.
A bit of a mouthful but the client's customer's CMS focuses on presenting content in an intuitive and visually appealing manner. It’s where the same data needs to transform into a visually appealing offer for the customer. It’s a bespoke offering, different customers and different products may mean divergent approaches. All within the recent advances made by CMSs in its drive to publish, organize, and maintain content, publish articles, images, videos, and documents. A platform for internal customers who may not have extensive technical expertise, to package the product for your external customers.
While still having some business data management capabilities, the client's customer's CMS prioritises personalisation by leveraging customer data to deliver tailored experiences. It’s still there to recommend products based on past purchase history, browsing behaviour, or demographic information. The CMS empowers customers with self-service capabilities, allowing them to manage their accounts, track orders, and update personal information, providing a user-friendly interface and reducing the burden on customer support teams.
Although presentation-focused, the client's customer's CMS still gathers valuable data on user interactions and engagement metrics. This data can be utilized to analyse customer behaviour, identify trends, and optimise content presentation strategies to enhance user experience and drive conversions.
Customising B2B software for your business workflows with the right tools
Choosing the right business software requires a focus on many areas, including scalability, flexibility and accessibility. Will it access critical business functions and data on the go - anytime and anywhere? It will need robust APIs and support integrations with other business applications and third-party services. More recent questions around AI and ML algorithms to automate routine tasks and analyse data to extract insights. Will it support investments in enhancing UX/UI design, when conducting usability testing? Will it help gather feedback from end-users to create software solutions that are intuitive, efficient, and enjoyable to use?
There’s an ever-growing sea of compliance and adherence to regulatory requirements and internal policies as companies grow and become part of multiple international markets. Does the choice in internal and external software match these expectations and complexities? I think by adopting a dual CMS approach, businesses can strike a balance between efficient core data management and engaging customer experiences, ultimately driving growth, loyalty, and competitive advantage in the market.
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