Technology Platform Selection

The CX Ecosystem

Clients always ask us which customer experience or CMS platform is best for their business. But at the heart of all questions around technology platform selection is a more pressing concern: “How do I do a better job of talking to my customers and managing my customer journeys?” The discussion veers into everything from campaign management, to search, to analytics. That’s why we steer the conversation toward the digital Customer Experience Ecosystem (CXE), which is a way of representing the disparate technology and infrastructure elements that need to work together seamlessly so business users can accomplish their day-to-day tasks without requiring IT involvement. We work to guide customers to the “best fit” technology platforms for their needs using our Lean Platform Selection process. This process includes a deep analysis of needs for Content Management Systems, analytics, eCommerce platforms, and marketing automation.

The 5 Goals of Platform Selection

Goal 1

A system that works with both tomorrow’s vision and today’s resources

While we do need to factor in the rest of the CXE, the CMS is the hub of the CXE and is typically the first piece of the puzzle. There are over 600 products offering some form of Web Content Management, however for enterprises operating at scale, we recommend a focus on the top products in the space. We take a platform-agnostic view to CMS platform selection, reviewing top products quarterly and looking at up-and-coming products on a regular basis to vet them for viability for our customers.

Goal 2

A technology platform that meets the needs and skillsets of key users

You need a CMS platform that doesn’t just please the people vetting it but also the people using it day in and day out. We help clients determine key stakeholders and users, what results a platform needs to deliver, and how it needs to function for users to realize its benefits. A successful platform implementation increases internal adoption over time.

Goal 3

A platform that integrates with current and potential future technology

You need a CMS platform that integrates well with your existing systems and IT organization. We work with clients to determine ideal hosting solutions, the precise amount of additional IT support they’ll need, and how new technology will integrate into the existing landscape.

Goal 4

A road-tested final solution

Typical sales demos are difficult to map to the needs of your business and users. Our CMS platform selection process identifies your most important uses cases, and then guides apples-to-apples demos of the different platforms so your team can make clear comparisons and informed decisions.

Goal 5

A clear path forward

With your CMS platform selected, we’ll help your organization plan for designing and building on it, and for any future operational or marketing needs.


Activity #1:

Stakeholder Workshops & Interviews: We host workshops with key stakeholders across your company to pinpoint the 10-20 things the organization needs to do every week; the workflow, review and approval needs for content; the plan for any advanced marketing activities, such as personalization, multivariate testing, or audience segmentation; as well as the current budget and staff realities. We will use these requirements to create a short list of 3 idealCMS platform vendors.

Activity #2:

Use Case and Script Development: We’ll work with key stakeholders to determine the primary users of the CMS, as well as their needs and skillsets. We then create a script for the vendors where we convert prioritized requirements into a set of user stories or use cases. This way, you get the opportunity to see what it is like to perform tasks in an apples-to-apples fashion.

Activity #3:

CMS Platform Demos: We work with each of the shortlisted vendors to ensure they create a demo following the script and that they build out the use cases with your assets, so that the demo is truly representative of what it is like to work with the platform. We will facilitate the demos to ensure the vendors stay on task and we will debrief with your team to answer questions. We provide scoring sheets so that your team can score your priorities and come to a final selection.

Activity #4:

Future Planning: Final CMA platform selection is only the beginning of the journey. The next steps include site design, implementation, and, ultimately, site governance. We’ll work with your team to craft requirements and a roadmap that can guide this process.