omni-channel agility maximizing customer service & profitability … · 2020. 1. 13. · •44%...
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Omni-Channel Agility – Maximizing Customer Service & Profitability
Jim Barnes
CEO
Tami Mohney
EVP, Marketing, eCommerce and Human Resources
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Golden Rule – do unto your customers as you want to be treated when you’re the customer….
Customer Service …..
But is it really that simple?
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Customer Service is Imperative
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”
Warren Buffett
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Consumers are not Tolerant
of consumers have stopped buying from a company because of poor customer service
Many (perhaps most) companies focus more on customer acquisition than retention, even though it’s around 7x more expensive
71%
7 times
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The Essence of Anytime / Anywhere Retailing
Where Demand is Generated and
Where it is FulfilledAre Now
Physically Disconnected!
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Customer Experience Drives Revenue
A good customer experience means your customers spend more, with:
of consumers are willing to pay more for a great customer experience
of consumers point to customer experience as an important factor in purchasing decisions
of consumers find a positive experience with a brand to be more influential than great advertising
Source: ROI of Customer Experience, 2018, Qualtrics XM Institute
86%
73%
65%
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Shopping Journeys Vary
Catalogrooming
45% of Consumers
Showrooming
56% of Consumers
Webrooming
82% of ConsumersResearch Buy
Source: BRP 2019 Consumer Survey
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Customer Journey
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Awareness
• Target marketing and consistent brand messages across all mediums and touch points builds brand awareness
• Influencers can make or break a brand
• Brands need to create a ”value” in customers minds
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Research
Activities consumers perform online before visiting a store:
• 62% Compare prices
• 53% Build a shopping list
• 52% Look for offers/coupons
• 44% Check consumer reviews/ratings
• 40% Look up product information
Source: BRP 2019 Consumer Survey
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Shop
Percent of consumers that would choose to shop at a store that offers the following service over one that doesn’t:
• 68% - Personalized rewards based on customer loyalty
• 68% - Personalized promotions and discounts
• 50% - Product recommendations based on my previous purchases
• 45% - Product recommendations based on my profile preferences
Source: BRP 2019 Consumer Survey
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Buy
Percent of consumers that would choose to shop at a store that offers the following service over one that doesn’t:
• 44% - Ability to pay via wallet or credit card on retailer’s mobile app
• 55% - Self-checkout
• 68% - Ability of store associates to order out of stock products
Source: BRP 2019 Consumer Survey
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Fulfill
Percent of consumers that would choose to shop at a store that offers the following service over one that doesn’t:
• 85% - Free delivery
• 68% - Buy anywhere, ship anywhere
• 68% - Buy online, pick up in store
• 66% - Same day delivery
Source: BRP 2019 Consumer Survey
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Service
• Multi Faceted
• Online
• Phone
• BOTS
• Auto Agents
• Fast access to all information
• Customer focused and driven
• Customers can answer their own questions
• Sales and service associates can access all order info
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Unified Commerce
Single Channel
Legacy
2,000 Years
Multi-Channel
Reality
Last 30 Years
Omni-Channel
Aspiration
Last 15 Years
Unified Commerce
Nirvana
Present
Commerce is Rapidly Changing….
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Unifying Physical and Digital
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A 360-Degree View of the Customer is Essential
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Levers to Satisfy Customer Demands
Personalization Customer Service Unified CommerceInventory
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Post-Transaction Customer-Centric Activity
• Returns/Appeasement/Issue Resolution
• Should be as seamless as the purchase process
• Carrying Brand Throughout Process
• Opportunities to personalize aren’t limited to in store and online, the fulfillment center also holds opportunity to deliver seamless customer experiences.
• Marketing/CRM
• Continuing communication with the customer
• Survey, offer, works well with, in-store event notifications
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Key Takeaways
• Shoppers don’t see channels; they have experiences
• Customers want to buy wherever and whenever, however they want to have a consistent experience
• Retailers need to know when the customer wants choice or expects the retailer to do the work
• You can’t be customer-centric
if you don’t know your customer!
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Physical and Digital Success is Based Upon
Building Experiences for Life
Speed of Customer Speed of Business
Speed of Operations+
Satisfied Customers=+
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Questions?
Jim Barnes
CEO
Tami Mohney
EVP, Marketing, eCommerce and Human Resources
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