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Personalized Content – CRM Driven Website
By Manav Kher | September 13, 2016

manav_squareThe first interaction most people have with an organization is through their website. Having a website that is attractive, easy to navigate, and well organized to engage effectively is essential for every organization. The latest web technologies enable developers to create attractive websites and with some effort, organize content that is easily accessible for customers. But a well designed website isn’t enough for most users. Now, because of sites such as Amazon and Google, customers expect the site to adapt to them. To meet those expectations, organizations must deliver websites whose layout and content are tailor to individual users. This is what we call a, “context sensitive website” or “personalized content”.

There are certain attributes like the users geographical location, platform (desktop or mobile), technology (Operating System, Browser etc.) that is obtainable with current web browser technology. Most organizations have much more information on their customers that could be used to personalize the customer’s experience. Unfortunately, unless the organization has a CMS built into their customer database, they are unable to leverage the information.

That’s where fusionSpan comes in. With our CRM integration solutions – where we integrate websites with the backend of a customer relationship management (CRM) or association management system (AMS),  we also know a lot about the user that is currently using the website (for users that are in your CRM or AMS as Members or Customers). These include:

  • Customer Attributes: Since the customer database contains a lot of data on an individual, including name, address, organization affiliation and past purchases. We can use these attributes to more personalize the website for that user. For example, if we know that a user is located in a certain geographical location and there is a conference that is being organized near that location, we could alert the user and prompt them to attend.personalize
  • Membership Status: We will also know if a website user is a current member of the organization but their membership is up for renewal or if the user is not a member at all. In such cases we could prompt a user to sign-up (or renew) for a membership right from the website.  We could  also advertise early registration specials for current members. Since doing so on the website is a lot more convenient than remembering to mail a paper form, this could make the whole process much more seamless and easy for members to sign up and renew their membership, theoretically boosting membership.
  • Event Registration:  We also know the events that a customer has registered for and that information can drive the content on the website as well. For example, if a customer registered for an event last year, but hasn’t done so this year, we could display the event details and registration link for that event the homepage banner, but omit the banner for someone has already registered. Instead, a customer who has registered for an upcoming event might have related news around the event featured more prominently on the homepage.

In all the examples above the common theme is that the entire website becomes more dynamic and tailored for a particular user or group of users. We could also call this “engaging content”, because the integration will not just make the website more interesting to your customers, but can also increase traffic, boost event attendance, increase membership retention, and increase customer interaction. If you would like to learn more about our out-of-the-box CMS-CRM integrations, feel free to contact us

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The official gear-head of fusionSpan. Manav has over 14 years of enterprise software development experience. Previously he spent 7 years in various lead development and architect roles at the National Cancer Institute (NCI). Notably, he contributed to the architecture and development of some of the core components of the caBIG infrastructure, for which he received the NCI caBIG Outstanding Achievement Award.

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