6 Ways MVC Powers Customer Experience Management

6 Ways MVC Powers Customer Experience Management

Dec 17, 2019
Director, Content and Channel Marketing
6 Ways MVC Powers Customer Experience Management

Model–View–Controller (MVC) is an aptly named application design model comprising three interconnected parts: the model, the view, and the controller. MVC enables and empowers your Development and Marketing teams to move faster, deliver more, and excel at Customer Experience Management.

Let’s take a look at some of the ways taking an MVC approach with Kentico can make you leaders in Customer Experience (CX).

1) Speed Matters

Speed to market is important in giving you the competitive advantage when it comes to innovation, allowing you to reach the customer with new products and offerings before anyone else, helping you own the market, and brand yourself as an industry leader.

By separating design and functionality, MVC enables development teams to work in parallel—one programmer working on the view, while another works on the controller.

This speeds development time, which in turn lowers implementation costs—meaning you can be delivering on that customer experience much faster than with a traditional CMS framework. It also frees up resources for other CX efforts.

MVC’s cleaner architectural layout also enables an asynchronous technique, which means application load times are faster. Essential, as Unbounce’s Page Speed Report found that page speed impacts willingness to buy of nearly 70% of consumers and a slow loading page lessens their chances of returning in the future, with 15% saying they would visit a competitor instead.

An MVC approach in development means a faster time to market, higher agility throughout the organization, and delivering on those fast-loading pages that customers expect.

Not to mention turning Marketing into a productivity powerhouse…

2) Sophistication Simplified

It’s a volatile and dynamic environment out there. And marketers need fast response rates and yoga-like flexibility.

Software that is anything other than inviting, straightforward, and easy to use, is just a burden.

They need to get their content to customers without requiring any technical knowledge of HTML or CSS and without having to log requests with Development.

With Kentico’s MVC Page Builder, the developer has already defined the content structure and look of the page, and the marketer can just focus on creating gorgeous content.

That’s more like it.

3) Easy Breezy Content

Your content editors deserve an intuitive interface. One that enables them to amend content across the editable areas of the website using adjustable, updatable, and removable, drag-and-drop widgets that suit any content need.

Areas of your MVC site are pre-widget-specified zones, ready to accept custom reusable widgets for testimonials, social media feeds, or anything else! Each has its own design adjustment and inline editor, which means it can be updated in seconds for quick and effortless publishing.

These powerful and flexible tools enable fast and frequent experimentation without the need for IT support. The pages are configured to only allow certain widgets in certain areas to ensure visual consistency across pages and no unintentional website breakage!

This means your Marketing team can get their content to your customers without hassle (or fear), ahead of the competition, and can test ideas and campaigns without committing weeks to the process.

4) Consistency is Key

69% of customers say consistency across channels affects their loyalty to a brand and even how likely they are to spend money with them (62%).

With MVC in Kentico, all content (including images and videos) is stored without formatting in one central database and can be reused at any time, by anyone, on any other part of the site or other channels—eradicating duplication of creation and boosting individual and team efficiency.

This means that your Marketing team can very proficiently update all channels with new content and deliver that consistency your customers crave.

5) The Power of Tailored Content

Customers feel frustrated when website content is not personalized, and 72% of consumers only engage with marketing messages that are customized to their specific interests.

In-house marketers who use personalization to augment their web experiences (and who are able to quantify the improvement) see on average a 19% uplift in sales. Lack of content relevancy generates 83% lower response rates in the average marketing campaign.

But 66% of marketers find getting internal resources to execute personalized marketing programs a struggle.

Your technology should provide insights into customer interests, activities, and interactions across all of your digital touchpoints and across all their devices. For this, you need a CMS that collects and stores all customer data in one place—not disparate solutions that can’t talk to one another and hold your precious data hostage.

Only then can you deliver that one-brand consistency and on-point tailoring customers love so much.

Page personalization is essential. But to take the power of personalization one step further… Even your widgets can be personalized.

Marketers can use Simplified personalization management to select from developer-set personalization and condition types for each widget, so content (including display) can be tailored based on contact or persona.

But additionally, it can be tailored to the day of the week, the date, the time, your user’s previous behavior, their location, device… The possibilities are endless.

An MVC approach for marketers empowers them to become truly agile and to fine-tune personalization to heighten the customer experience well above that of the competition.

6) Forms Just Got Smarter

74% of companies use web forms for lead generation, and nearly 50% say their online forms are their highest converting lead generation tool.

Smart Forms in Kentico is a component-based drag-and-drop form builder that allows marketers to design, build, and publish their own online forms (independently of IT) to capture valuable customer data.

It enables multi-step forms, which present very short forms at multiple steps along the customer journey—which is shown to be a more effective technique for data collection, converting 86% higher than traditional forms.

That’s powerful lead generation made simple and put in the hands of those whose job it is to generate leads. Very smart.

So, while Marketing is busy bringing in hot leads, your developers can be working on new efforts to generate revenue.

MVC offers organizations an efficient and scalable architecture to build on. Its clean separation of concerns gives developers a flexible yet stable framework, while also empowering marketers with full control over page design and content release.

With MVC in Kentico, all essential Customer Experience tools are included, like Content Personalization, Personas, Marketing Automation, and Campaign Tracking. The power of content is in the hands of those who create it.

Your Marketing team is empowered to build their own lead generation forms, test ideas, and launch campaigns with agility, meaning they can respond to the industry, social trends, and customer preferences much faster.

Not only does your central data repository feed them actionable insights that they can then use to enable fine-tuned personalization throughout the site and relevant content throughout the customer journey, but it enables excellent brand consistency across all channels and devices.

Everything your customers love.

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