This week, the CX 101 Series features Adrian Cepoi, a Senior Business Analyst at Tahzoo with a history in customer success. Adrian shares his experience managing client objectives, while ensuring that their goals are communicated to Tahzoo developers, engineers, content strategists, and designers who then craft tailored solutions using strategy, technology, and design.
In the first CX 101 article, Jerome told us that a Business Analyst has many roles. Do you have anything to add to that?
Adrian: I’d say another big responsibility for a Business Analyst is knowing which business or functional requirements are necessary to address a client's needs. This requires a solid understanding of content modeling, business process modeling, and overall, just being a subject matter expert on whatever technologies are being used.
And this likely helps you when you translate between business and technical stakeholders.
Adrian: Right. I am the liaison between the developers and the client, meaning I need to really grasp both sides of the coin. Tahzoo business analysts have good critical and creative thinking skills to identify improvements that will help our clients reach their goals.
Based on previous interviews, I think it’s safe to say that improving the customer journey or experience is generally the main goal for clients. In your experience, what is the biggest challenge they face that prevents them from achieving their CX objectives?
Adrian: That’s hard to pinpoint because our service offerings cover every angle of the digital or online experience. That being said, many of my projects as of late have dealt with clunky content and asset management. Whether the client is looking for a better content management system (CMS), or trying to personalize their website, or wanting to make it easier for their employees to access digital assets… these are all areas Tahzoo really shine in. One company I’m supporting right now approached Tahzoo because their team of content editors was using an outdated technology that required more man hours to complete tasks and was prone to error. Tahzoo is stepping in as an implementation partner to integrate a newer, more efficient technology that will optimize the authoring experience for their content editors. This will ultimately cut down labor hours and reduce the number of system errors.
We deal with CMS solutions a lot, but for those who don’t quite know what it is or why it’s important, can you give us a little overview?
Adrian: At its very core, a CMS is a software that manages digital content. Of course, it is much more complex than that and has many over capabilities, but that is its basic function. A CMS enables businesses to create, organize, publish, and repurposes pieces of content for several purposes, such as a website. Tahzoo will take a CMS software “from the box” and then add a little magic so that the system personalizes the content for an intended audience. For example, we used tracking information and other behavioral data from the website of one of our clients to optimize their CMS; as a result, the most appropriate content was fed to their target audience. This meant the content that was displayed on a website changed depending on who visited the page. This level of personalization is not only a key differentiator for companies in the digital space but also an expectation from many modern-day consumers.
Tell us more about how a CMS helps to deliver personalized experiences.
Adrian: A CMS can feed a different image or piece of content to any kind of device. Let’s say you visit a webpage from your laptop and there is a video playing. As the content manager, you know that this particular video may not display as well if viewed from a mobile device. Rather than compromise the integrity of the video and the customer experience, you program the CMS to deliver an alternate piece of content instead of that video when the webpage is loaded on a mobile device. The content is still relevant and personalized to the user, but the CMS knows what to deliver based on the device, audience, or user.
How dynamic! So, a CMS can benefit both the employee and the customer.
Adrian: The amount of content being published online grows every single day. This means more and more content to manage. If you don’t have a good way to organize everything, you’re going to end up with a hodgepodge of data that a) is a mess, and b) is a pain to use from the content editor perspective. Content requirements constantly change and need to be updated, so a CMS manages any old, current, and upcoming content.
Curious if a CMS is the right solution for your business? Contact Tahzoo today at firstname.lastname@example.org to speak with one of our solutions experts. Keep your eyes peeled for our next article featuring Creative Director, Bryan Fitch. In his interview, Bryan polishes off our series by sharing how he pulls everything together – from dev to design – in order to build better moments that delight both employees and customers alike.