I was ahead of my time when it came to using the iceberg analogy

I read the Digital Clarity Group’s (DCG) September 2015 Get Clarity Newsletter and I had to take a step back and laugh. One article, titled “Beware What's Below the Surface”, referenced the commonly referred to tip of the iceberg comment and how it relates to the customer experience.

"On average, approximately seven eighths of an iceberg’s mass is below the water line, according to the scientists at US Coast Guard’s Navigation Center of Excellence. What’s above the water line might vary in height or shape, but mass is relatively consistent. Only a small portion of the ice hulk is visible to navigators. They know they can’t see most of it. And they know that’s where the danger lies.

"The same is true for a Customer Experience Management iceberg. The tip of the iceberg (front office interactions and marketing activities) is easy to see, while the underlying organizational competencies, capabilities, technologies, and practices are hidden below the surface."

So what’s the big deal? Well, back in March 2014 I wrote an article that appeared in CMSWire titled “Good Content is Just the Tip of the Iceberg” that focused on the same topic. Beyond the self-congratulatory idea that plagiarism is the sincerest form of flattery, author Mary LaPlante makes some very interesting points about omni-channel management and customer touch points. As she notes, “customer experience management refers to the strategies, processes, skills, technologies, and commitments that aim to ensure positive and competitively outstanding customer experiences.”

Funny but this is the focus of our recently announced Corporate Content Cloud initiative. Regardless of whether or not DCG liked our perspective or I’m some sort of industry prognosticator, the bottom line is that most industry experts are jumping on the idea that organizations can achieve true digital transformation by using content more effectively and consistently to improve the customer experience across all touch points and throughout the entire customer journey.

I guess I am ready to become an industry analyst in my next career.