5 takeaways from my keynote at the CMO summit this week 🗣

Hey Team,

I hope you’ve all had a phenomenal week. I was lucky enough to get to speak at the CMO Summit in London this week.

Below is a quick snapshot of what I spoke about 👇👇

Businesses think in channels. Customer’s don’t …

Customers don’t care that you have disjointed tech stacks or different teams who manage elements of the CX. They expect a seamless experience.

Customers expect ROI from their data …

As we all begin to understand what it ACTUALLY means to accept a cookie, customers are starting to ask questions about WHY they’re sharing all of this data.

If they’re going to continue sharing it, customers expect that the business reciprocates some type of value back e.g. personalisation. Fun fact: 76% of customers get frustrated when they don’t receive a personalised experience.

Organisations are still failing to deliver individualised customer experiences …

In a recent survey, only 6% of respondents claimed that their organisation was orchestrating one to one customer experiences. A lot of brands are still stuck in their old segmentation ways, sending static lifecycle emails to a large subset of customers also known as the “spray and pray” approach.

Personalisation is not as popular as it should be because creating a view of the “Connected Customer” is difficult to achieve …

This is driven by siloed systems and disconnected teams. In a recent CMSWire survey, 39% of respondents said that their top digital CX challenge was limited cross-department alignment, whilst 33% respondents said that their top challenge related to siloed systems, technology and/or fragmented customer data.

When done correctly, the benefits of creating a connected customer can be substantial …

McKinsey recently found that personalisation can drive 10-20% increase in additional revenue.

Additionally, as you can see with Sally’s example below, the ability to connect the dots of customer data across multiple channels can have an outstanding impact on creating customer loyalty. We all know that increased loyalty translates to customers to stay longer, and spend more.

Another example I gave in my presentation related to retail. Imagine if the cashier at your local grocery store apologised to you for the poor online delivery experience you’d had with that company a couple of weeks ago … Simple, but so effective in establishing trust with your customers.

Listen. Learn. Act At Scale.

1. Figure out the systems which hold customer data.

2. Use identifiers to connect the dots between these datasets.

3. Visualise the non-linear journeys that customers take.

4. Identify opportunity areas for personalisation.

5. Execute!