barry collin omni channelculture
TRANSCRIPT
![Page 1: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/1.jpg)
![Page 2: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/2.jpg)
My Goal Today
Provide both:– companies seeking to become omnichannel– software vendors providing the enterprise tools to
facilitate omnichannel culture
With:– Perspectives– Understanding– Tools to ensure successful implementation of an
Omnichannel Culture.
![Page 3: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/3.jpg)
Quick About Me
• CEO of Collin Group, Inc.• Specialize in Building Customer Commitment• Approach and systems originally designed for:• life-affecting ultra-mission-critical situations• making one of the largest technological transitions
and changing processes across diverse and complex organizations globally.
![Page 4: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/4.jpg)
Quick About Me
• Based on my years of research on the Stanford University campus
• Chronicled/cited in over 200 books in multiple languages; taught in university courses
• Implemented at myriad companies, SMB through global enterprises.
![Page 5: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/5.jpg)
Customer Commitment?So why Omnichannel?
• Omnichannel is not so much a “surprise” or “delight”
• It’s simply expected by customers• An omnichannel culture helps build strong
customer commitment• Don’t have it? Appear to customers as a
gaping whole in your customer experience.
![Page 6: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/6.jpg)
Why This is Critical for You
• This is a social world• Customer success is your successes• For omnichannel software sales:
Installs that don’t go well are broadcast to the world... even by one employee.
![Page 7: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/7.jpg)
Challenges to Omnichannel
Part I
![Page 8: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/8.jpg)
Is Tech the Core Challenge?
• Omnichannel requires new software and hardware technologies
• Tech facilitates omnichannel, but also introduces a new challenges
• But the tech challenges are not what put companies into disarray
• It’s the human challenges that will be the most significant.
![Page 9: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/9.jpg)
The “Human” Challenge
Omnichannel=
Omni-ChangeAlmost everyone is impacted.
![Page 10: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/10.jpg)
The “Human” Challenge
Hardest thing for:• Markets• Industries• Companies• Divisions• Groups, teams and people
to do is CHANGE.
![Page 11: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/11.jpg)
Omnichannel requires just about every employee to think, interact
and execute differently.
![Page 12: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/12.jpg)
Some Omnichannel Required Changes
• Company Culture (!)• Team communication, interaction, sharing and
learning• How employees view customers• Tools like software solutions• Processes, from department to individual.
![Page 13: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/13.jpg)
Why Change is Hard
• People spend about as much awake time at work than in their personal lives
• Changing work means changing your life – and how easy is that?
• Often very intimidating• Harder the longer you’ve done something a
certain way.
![Page 14: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/14.jpg)
Simply mandating it won’t make it successful.
![Page 15: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/15.jpg)
“We’re going to use software from a bunch of teenagers?”
![Page 16: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/16.jpg)
“Yes Captain. And Wesley Crusher is their CEO.”
![Page 17: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/17.jpg)
“But his omnichannel software is ready to launch and we can be first...”
![Page 18: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/18.jpg)
“...for beta testing.”
![Page 19: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/19.jpg)
Building Success
Part II
![Page 20: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/20.jpg)
Omnichannel requires more than project managers to ensure success, because omnichannel is more than just procedural implementation.
It’s Not Just Process
![Page 21: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/21.jpg)
Ways to CreateOmnichannel Culture
The Power of theCultural Middleware™ Approach
![Page 22: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/22.jpg)
What is theCultural Middleware™ Approach?• Internal people throughout your organization
that understand your company’s many internal subtleties
• They understand:– Processes– Concerns– Communications issues and the connections
required to achieve omnichannel culture.
![Page 23: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/23.jpg)
What is theCultural Middleware™ Approach?• They build the necessary connections
between:– People– Current systems and processes– Omnichannel thinking and operations
• They’re connectors, counselors and enablers• They ensure the project becomes a
sustainable, profitable reality.
![Page 24: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/24.jpg)
Basic Qualifications for theCultural Middleware Approach
To be a member, they must:• be from your company• be culturally- and process-savvy to the
“coverage areas” they’re responsible for• not be recent transferees, interns and the like• Accept being culture and process facilitators,
counselors, problem solvers, friction reducers.
![Page 25: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/25.jpg)
Basic Qualifications for theCultural Middleware Approach
• Knowledgeable: about what needs to be done• Understanding: of their coverage areas’
people, processes and concerns• Compassion: for the challenges of a “rethink”• Sharp Eyes and Ears: for spotting active,
passive, or unintentional push-back• Engagement, Connection, Problem Solving,
Enthusiasm and Energy.
![Page 26: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/26.jpg)
The Roles of theCultural Middleware Approach
• Make the change to omnichannel culture smooth• Address the human stresses involved with
change• Work with key, or if small enough, all members of
their coverage area making the change• Decide on best approach to work with project
manager and coverage area members• Empathetically listen, understand, appreciate
and address all concerns of the coverage group.
![Page 27: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/27.jpg)
The Roles of theCultural Middleware Approach
• Ensure training is appropriate for specific coverage area
• Create bridges and connections – “smart seams” to other groups via other Cultural Middleware Approach members
• Request guidance and other resources as needed
• Prevent “drop and plop”.
![Page 28: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/28.jpg)
Give Them the Tools They Need
• Understanding of the overall changes to take place, top-down:– Concept– Company– Coverage Area– Individual
• Must be presented:– Strategically– Operationally– Processes
![Page 29: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/29.jpg)
Give Them the Tools They Need
From software providers:• Their best effort at determining in general,
how and which processes, specialties, and teams will be impacted
• Software companies can’t know all the cultural and process changes that will be required
• Every company is different.
![Page 30: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/30.jpg)
Keep them connected to:
• Company experts on the changes• Their fellow Cultural Middleware Approach
members in other coverage areas across the company
• Software vendor contacts (internal/external)• The highest-level executive involved in the
omnichannel conversion process.
![Page 31: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/31.jpg)
Tools for Connection:
TEDxNASA video for connecting specialists:
bcln.us/tedxnasa
![Page 32: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/32.jpg)
Wrap-Up
• Customers connect with omnichannel companies both via technology and people
• Everyone and everything must be:– connected, cooperative, cohesive, contiguous– congenial, confident, convenient and committed
• It’s what customers demand, and what you must deliver
• With the Cultural Middleware Approach, you can.
![Page 33: Barry collin omni channelculture](https://reader034.vdocuments.us/reader034/viewer/2022042701/55ce619dbb61ebe26a8b45ed/html5/thumbnails/33.jpg)