Legacy systems have difficulty communicating with more modern solutions. If you're using a legacy CMS, chances are that it won't integrate easily with the technology that powers third-party digital experiences. If this is the case, your team will find it difficult to manage the most basic of digital experiences, such as connecting your publisher listings with your Google Business Profile and Apple Business Connect.
This is typically a result of your legacy CMS being unable to store both structured and unstructured data in a way that allows the solutions within your tech stack to relay information back and forth. (And to add even more complexity, the financial industry also has a special lexicon which makes integrations with other platforms a bit more tricky; instead of another location, you may have another branch. Instead of pricing, you're likely discussing premiums or rates.)
Managing structured data enables third-parties to understand semantic concepts, and output that same data in unstructured formats. This is important because your CMS can only interact with other solutions if you're using a structured data model.
Financial Services firms should want to leverage a CMS with a repository of structured data about their brand. This provides a digital foundation for immersive experiences, like conversational AI and even generative content.
Without this central repository of structured information, the customer journey can fracture. The information on your website, mobile app, and other authenticated experiences can vary from the information in your listings. Many of your internal systems – like your CRM and marketing automation platforms – may not relay information between each other very accurately. And when customers turn to the methods that help them find answers – like your website's search bar or your AI-powered chatbot – they will make note when there's an information void.
Your customers have been trained to search for exactly what they want, and they expect answers because search engines have shown they can provide them.
Your organization can meet this need by storing your information in one CMS.
But how is this different from your legacy CMS?
The challenge with traditional content management systems is that your content and information is stored on a webpage. Although you may hyperlink to other webpages, there's no relationship between the information. As a result, it becomes repetitive across multiple webpages and siloed into certain areas of your CMS. Ultimately, your content becomes too difficult to manage because it lives on multiple stationary pages. There's no relationship between multiple data points – such as a specific branch location and their specific hours of operation – because the data is managed manually and individually per each single webpage.
A CMS for the modern enterprise should create relationships between different pieces of information. This gives your CMS context to leverage in chat and search experiences. It also allows you to manage your information at scale, ultimately delivering the right answers everywhere your customers are asking questions.
When you deliver these answers, you're able to meet your customers at the moment of intent — leading to a better customer experience, increased discoverability and conversion, and lower operational costs.
A next-gen CMS can help your organization by allowing information to be managed from one central location. This enables a bidirectional flow of information between all of the applications that power your digital experiences.