Identifying Best PracticeIn Cross Channel Design

What was the last great experience you had ?

What made it a great experience?

What was the feeling it gave you?

Was it something you ate?

Or something you bought?

What was the last great multi-channel experience

you had ?

Or catching a flight?

Or getting a mortgage?

What was the last great experience you had

that kept on giving ?

Or that you told someone else about?

Or that you felt got it right?

Or did it differently to others?

Which well known brand was it?

Was it even a ‘brand’?

Was it a local business with a small niche

clientele?

Was it what you would have labelled

“Best Practice”?

How do we define it?

The Hard Work of Best Practice

WIDE

DEEP

SPECIALISE? GENERALISE?

What was the 1 thing consistent across your recent multi-channel

experience?

YouThe Customer

So that’s a customer experience that works …

What’s your companys brand & customer experience

FAMOUS for?

What story does it want to tell?

7Current Challenges

in Multi-Channel Management

Challenge 1

Competitors are always moving forward

The competitive landscape

DIRECT & NON-BANKRETAIL BANKS WITH MAJOR BRANCH PRESENCE

INTERNATIONALS

Challenge 2

Channels are changing, growing, moving

Challenge 3

Managing these channels takes increasingly

specialised – and rare - talent

Challenge 4

Now that many products and services are being commoditised or

disintermediated, innovation is crucial

Challenge 5

Technology presents opportunities and threats

Challenge 6

Your people are the variable – and the key

Challenge 7

Is best practice really achievable anyway??

CUSTOMER FACING STAFF

TOUCHPOINT MANAGEMENT & OPERATIONS

DIRECT LEADERSHIP

RETAIL / BPA LEADERSHIP;RELATED PARTNERS ACROSS

RETAIL

Firsta bit about how banks

do multi-channel …

Still many challenges

Business Practice = Cust Sat

BRANCHES SHUTTING DOWN

INTERNET BANKING GOES MAINSTREAM

Source: Roy Morgan

The Direct Banking Challenge

Process Completion

RESEARCH > ADVICE > APPLY > VERIFY > DOCS > SETTLE > POST SALE

BRANCH

CONTACT CENTRE

ONLINE

Understanding Best Practice

Too hardToo much

Too expensive

Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Channel 6

Technology Product A Marketing Brand LegalRisk /

Compliance

Finance StrategyInternal / External Comms

Product B PR Operations

So,how do customers feel

about multi-channel experiences?

Get your balance right

DIFFERENTIATORS

BASICS

DIFFERENTIATORS

BASICS

DIFFERENTIATORS

BASICS

Getting the basics right is both a key customer experience requirementAnd an industry differentiator!

7Things To Achieve

Best Practice

7 things to achieve best practice

1. What would Richard do?2. Lawyers are customers too3. Computers n stuff4. Eggs in baskets5. A black turtleneck will set you free 6. A black turtleneck will set you apart7. I’m famous, but you’ve never heard

of me

1 – What would Richard do?

Maintain the brand throughout ALL

interactions

1 – Maintain the brand throughout all interactions

• Understand your uniqueness• Hire for attitude, train for skill • Create the culture • Change your business before you tell

people about it• Getting your people on board is

critical

2 – Lawyers are customers too

Live the end to end customer experience

2 – Live the end to end experience

• Take a customer centric view• Find moments of truth, points of

weakness• Understand the cust exp life cycle• Put yourself in their shoes• Foster any beginnings of unique

communities or interests

Source: Credit Suisse

Source: Credit Suisse

CX E2E Analysis

3 – Computers n Stuff

Leverage integrated or single platform technology

3 – Leverage integrated or single platform technology

• Simplify (doesn’t nec mean centralise)

• Understand there will be some client side capability

• The device in the hand

4 – Careful of too many eggs

in too few baskets

Single or multi channel bias can be equally

beneficial and dangerous

ASSISTED SERVICE

ASSISTED SELF SERVICE

SELF SERVICE

4 – Careful of too many eggs in too few baskets

• Start doing one channel very well• Over time you need to get all the

areas done well• Despite focus on growing channels, • Good multi-channel CX is more

valuable when things go wrong

5 – Black turtlenecks can set you free

Understand the importance of design

5 – Understand the importance of design

• Not just the way things look, it’s how things work

• Use design thinking as a process – – start with all the options and ideation– Filter, choose some, make prototypes– Test, test, test, launch then test

Brand Extension - Mercedes TV

Nice - but are the cars any good?

Spaces - Qantas First Class Lounge

Nice - but are the planes on time?

6 – Black turtlenecks can set you apart

Do it better, or differently, or preferably both

6 – Do it better, or differently, or preferably both

• Beat competitors at their own game• Go for the mass market• Create a new way of looking at

things• and/or - Create niches and

communities of passionate customers and advocates

• Things that compete on cost don’t have to have poor CX, just meet expectations (where are they set?), or exceed them

Nice - but will they fix my MAC?

7 – I’m famous, but you’ve never heard of me

Be selective in what you want to be FAMOUS for – the

audience will be there

7 – Be selective in what you want to be FAMOUS for

• Culmination of all these factors creates a unique multi-channel experience and offering

Celebrity Entrepreneur + Altruistic Cause = Business

Success

Nice - but are the shoes any good?

The Multi-Channel Challenge

Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Channel 6

Technology Product A Marketing Brand LegalRisk /

Compliance

Finance StrategyInternal / External Comms

Product B PR Operations

Customer

7 Ways To Best Practice1. Maintain the brand throughout ANY

execution2. Live the end-to-end customer journey3. Leverage integrated or single platform

tech4. Balance mix – great in 1 channel, good in

many5. Understand the importance of design6. Do it better, or differently, preferably

both7. Be Selective in what you want to be

FAMOUS for

ThanksRob.J.Findlay@nab.com.au

TheBankChannel.com