“…a cumulative effect produced when one event initiates a succession of similar events.”
Yes, I know we all know what the term ‘domino effect’ means. I did not mean to insult anyone’s intelligence. Just consider it a friendly reminder and leave it at that.
So why do I use this particular phrase with this particular post? Well, it’s rather simple when you look at the chart below, which is an excerpt from the most recent CMO Survey, which according to its site: “collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.”
As the title suggests, this charts shows the top challenges CMOs face in managing customer experiences. Pay close attention to the lines 2-5 and remember The Domino Effect:
Starting with #2 and working to #5…
2. Determining the contribution of each touchpoint to the overall customer experience and identifying critical touchpoints
3. Integrating touchpoints seamlessly across the entire customer journey
4. Mapping all elements of the customer journey
5. Coordinating disparate aspects of the organization to design, manage, deliver, and monitor the customer experience
Here comes the simple, domino effect part:
- If you can’t determine the contribution of each of those touchpoints as they relate to the overall CX (2), you can’t integrate all touchpoints across the CX journey (3).
- And if you can’t can’t integrate all touchpoints across the CX journey (3), you can’t map all CX journey elements (4).
- And if you can’t map all CX journey elements (4), you can’t possibly coordinate disparate aspects of your org (5).
What’s A Marketer To Do?
Well if determining the contribution of each touchpoint to the overall customer experience and identifying critical touchpoints is the ‘trigger’ or in this case, first domino that needs to fall, you as a marketer need to be able to put your finger on a single source ID or single customer view or whatever name you want to call it.
This ID or view unites disparate data sources to form a unique, singular profile of consumers which in turn allows you to, wait for it… determine the contribution of each touchpoint.
As Econsultancy wrote way back in 2014:
The obvious benefits of this include much improved customer service levels, better customer retention, higher conversion rates and hopefully an improved overall customer lifetime value (CLV).”
But Where Can One Find Such A Single Thingy?
Great question and the answer dovetails perfectly into the biggest challenge CMOs face in managing customer experiences: “Developing the necessary capabilities inside the organization to design, deliver and monitor the customer experience.”
In order to develop the necessary capabilities – this is the true #1 domino that needs to fall – marketers must have the right tools AKA the right martech and SaaS solution because guest what kids, they’re out there.
I realize this playing field is crowded to say the very least but the answers or solutions – figuratively AND literally, are out there.
Bottom line: If you do not possess the ability right now to have one view of your customer, you need to make a change. Period.