Decoupling: The conscious uncoupling that’s transforming enterprises


There was a collective eye-roll when the term “conscious uncoupling” entered the vernacular. As a wordsmith, I understood the desire to reframe divorce, but having lived through my parents’ uncoupling, it smacked of lipstick on a pig.

Stepping away from celebrities and over to solutions, the phrase has legs for improving communication—decoupling CMS unmarries the front-end and back-end management of a website into separate operations—content creation and storage live in one and the other (or others) display and deliver the content to audiences.

Digital decoupling allows organizations to create systems that execute digital strategies over legacy systems by harnessing the power of new technologies, planning strategies, and migration methods. This allows companies to decouple pieces of their digital transformation quickly, rather than waiting out the long process of revamping an enterprise.

Divorce from the idea of all-in-one perfection

Everyone is in a dead sprint to create the most agile, high-return, user-satisfying product in their field. There are filters to make you look like a self that doesn’t exist, foods you can buy that you barely have to cook, workout clothes that you don’t have to wash, and websites that you don’t have to build.

We can’t let effectiveness get lost in our pursuit of the ultimate product or service. There’s a cost to performance just as there is a value to it.

The reason we value performance is that it’s the result of effort:

  • Physical performance takes training and fatigue,
  • Product performance requires testing, recalibrating, innovating
  • Team performance only emerges after cooperation, compromise, and planning.

Achieving the gains, we want to recognize the role of the different elements that drive our performance.

Decoupling marries our objectives with appropriate tools

We need to share content that won’t ever change. What can and will change, often with little notice, is the tone and volume of the content. When external factors—consumer trends, economic factors, and supply shifts, require us to change tack, decoupling makes it more accessible.

Meanwhile, digital decoupling allows companies to rapidly transform without having to invest heavily in legacy IT applications.

The most important thing about decoupling is that it centers the people we are trying to communicate with and sell to, so the content they receive is not just written or designed for them but delivered with care.

Benefits of Decoupling:

  1. Developers can have fun—there are no limits, meaning developers can take advantage of new APIs.
  2. Omnichannel options—the ability to tailor the delivery of content to use emerging technologies, to reflect current realities, and edge out competitor’s tactics in real-time.
  3. Scalable—traffic, volume, and growth can all be addressed swiftly by connecting the back end to the best-fitting front-end options.
  4. Security Improves—by not putting all of our eggs in the same basket, we never fall victim to the weakest flaw in a CMS.
  5. Future-Proofed—as front-end technology accelerates and evolves, the option to integrate with the backend is there.
  6. Leverage your data differently—You can A-B test ideas.
  7. Companies can take advantage of APIs and microservices.

By decoupling (consciously) the front end and back end, we create the potential to transform with agility and speed, modernizing IT and advancing constant improvements – while increasing the odds that your customers will stay married to your brand.

The digital customer experience matters more than ever.
Learn the top trends driving change HERE.

Amanda Magee
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Amanda Magee

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