Obsessed: The ten rules of the principle abiding marketer
Organizational readiness: Customers determine the relevancy of the organization
RULE#3: Think beyond department silo’s, and it’s dysfunctionalities and strive for a Martech stack that puts the customer effort in the middle of every initiative you take.
In the previous blog post about Rule #2 of Obsessed, you read the consumer nowadays flips and switches screens, channels, journey stages, and mindsets that make quantum computers look like a Gameboy.
As they follow that journey, they all leave traces of data that are often not harvested. Knowing only 1% of all customer data is used to tailor the customer experience, it’s clear that the consumer only gets the breadcrumbs of data they share with their brands and social platforms. Only a fraction is put to use in their benefit and is activated. And that creates a dystopia of distrust. In this era – where one-click ordering is the norm – we all crave that ultimate frictionless experience when engaging with a brand. In this binary world of Tinder behavioral norms, we’re fed up filling out 20-field forms – asking us for that’s never going to be put to use anyway.
“Convenience eats trust for breakfast.”
Needless to say that companies need to embrace technologies such as CDP’s (Customer Data Platforms) and Marketing Automation to start extracting of- and harvesting on the new gold. But most of all – to create a more relevant and frictionless customer experience.
And it’s time for a mind-shift that starts quantifying the issue of ‘death data’. One way of doing so is by starting to chart the Customer Effort Score (CES).
Hence CES is gaining traction as a new metric that ties customer satisfaction and loyalty together as a metric. A fundamental principle of CES is that consumers tend to punish an organization before they reward them. Bad service experiences usually reach twice the audience than positive experiences. In that context, optimizing customer dissatisfaction overclasses increasing customer satisfaction.
The importance of CES is more significant than ever since there are only a few metrics that empathize with the customer and focus on the long term relationship; while at the same time zooming in on essential processes that are a fundamental part of the customer journey.
According to Gartner, organizations should strive to deliver experiences that are a low effort because the effort is the driver with the strongest tie to customer loyalty. Research has shown that 96% of customers who experience a high-effort interaction become more disloyal compared to just 9% who have a low-effort experience.
Why this all matters
Building state of the art data-driven marketing capabilities demands an investment in Marketing Automation and/or Customer Data Platforms. But those investments are futile and will not deliver the desired result when the people or cultural component of the transformation is neglected. Hence, during the 5th Conference on Martech – we will reveal the marketing maturity model addressing 6 layers of maturity: Technological, Data, Personalisation, Culture & people, Customer Lifecycle Management and Metrics.
This blogpost is based upon the new book of Marc Bresseel and Renout van Hove: OBSESSED: Decode the data landscape. Reboot your sales and marketing.