Resolution

.PFX format is the most straightforward way to apply a new certificate
- If requesting assistance from TSM Support to update the certificate, it is the responsibility of the client to provide the certificate as a .PFX file and the associated password.
The certificate needs to be imported to the personal certificate store before it can be bound to the sites in IIS

Import certificate to personal certificate store with IIS

Open IIS (Internet Information Services)
In the Connections panel, click the server name
In the middle section, double click Server Certificates
In the Actions panel on the right, click Import
Click the ellipses and locate the .PFX certificate file and click Open
Enter the certificate password
Leave Select Certificate Store set to Personal
Allow this certificate to be exported can be left checked off unless you would not like it to be exportable
Click OK

After the certificate is imported to the personal store, bind certificate to web site(s) in IIS

In the Connections panel, expand the server and Sites folder by clicking the arrows
Right click Default Web Site > Edit Bindings
1. OR, click Default Web Site, then in the Actions panel, click Bindings…
Double click the binding with Type: https
1. OR, select the binding with type https and click Edit
From the SSL Certificate dropdown, select the new certificate
1. You can click View to review certificate details to verify the correct certificate is selected
Click OK, then click Close
Repeat steps for each web site under Sites

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