why does it makes sense to fully understand multichannel issues?
DESCRIPTION
Today, there are 162 channels, which companies can use to communicate, sell and service to their customers. Every organisation uses about 80 channels – often without being aware of all of them. Customers adapt quickly and naturally use the diversity of channels. For an organisation, it is very difficult to integrate new channels that fast. Even worse, the overall customer experience suffers and customers start to look at different suppliers with experiences fitting their expectations. In general it is clear, that companies, which are not updating the multichannel experience will loose revenue.TRANSCRIPT
At the Annual Meeting of the Swiss Finance Institute, Jonathan Möller from foryouand yourcustomers explains »Why it Makes Sense to Fully Understand Multichannel Issues«.
Zeitung
Marke/Logo
Zeitungswerbung
Radio
CouponPresseartikel
Börse
Ausstellung
WarenkaufhausKundendienst
Events
Sponsoring
Katalog
Einkaufsstraße
Außen-dienst
Product Placement
TV/Film
Verkaufsparty
Aktienbörse
Fachmarkt
Warenhaus-Kette
ShoppingCenter
Supermarkt
Verkaufsautomaten
Verkaufsbusse
Flyer
Call Center
Telefonbestellung
Direct Mailing
Außenwerbung
Loyalty Program
Postbestellung
Express Shop
Showrooms
Verpackung
Try Store
Store in Store
Monobrand-Stores
Outlet
Convenience Store
Bahnhof/Flughafen- Shopping
Online Self-Service
Pop-up Store
Online
Online- Tauschbörse Megastore
Podcast
Online Empfehlung (eWOM)
Verein/Club
Online Community
Apps
Preisvergleich
Suchmaschine
SEO
SEA
E-Book
Website
E-Mail- Werbung
Blog
Chat/Call Me BackMobile Shop
Onlineshop
Co-BrowsingRatings
Social Commerce
E-Mail- Bestellung
E-Mail Support
Online- berater
Onlinevideo
Smart Watch
WerkstattverkaufTante-Emma-Laden
VIPs/Stars
Computer- spielAvatare
Geschäft
Hausieren
Jahrmarkt
Café/Restaurant
Empfehlung (WOM)
...
Restaurant im Shopping
Center
Buch
Tabakgeschäft
Kiosk
InstoreCommunication
Digital Signage
Marktplatz
Basar
Tauschhandel
Fußgängerzone
Zeitungsstand
Schnellimbiss
TankstelleGourmet-tempel
Pick-up Point
...
Faxbestellung
SocialNetwork
Spiele
...
...
um 1972
um 1750
um 1900
heute
Beginn der ersten industriellen Revolution mit Innovationen wie Maschinen, Dampfantrieb, Eisenbahn, Kanäle, Textilindustrie etc.
Beginn der zweiten industriellen Revolution mit Innovationen wie Stromübertragung, Glühbirne, Telefon,
Beginn der dritten industriellen Revolution mit Innovationen wie
newspapers
brand/logo
newspaper advertising
radio
couponpress article
stock exchange
exhibitions
department storesafter-sales service
events
sponsoring
catalogues
shopping street
external work
product placement
TV/film
sales party
stock markets
specialist shops
department storechain
shoppingcenters
supermarkets
sales automat
sale buses
flyer
call centers
telephone order
direct mailing
outdoor advertising
loyalty program
post order
express shop
showrooms
package/wrapping
try store
store in store
monobrand stores
outlet store
convenience store
station/airport- shopping
online self-service
pop-up store
online
file-sharing site mega store
podcast
onlinerecommendation (eWOM)
association/club
online community
Apps
price comparison
search engine
SEO
SEA
eBook
online vouchers
Website
Email- advertising
blogs
chat/call me backmobile shop
onlineshop
co-browsingratings
social commerce
SMS
Email- order
E-Mail support
online- FRQÀJXUDWRU
online- adviser
online video
smart watch
factory salefamily-run shops
VIPs/stars
computer gameavatars
shop
hawking
annual fairs
café/restaurant
recommendation (WOM)
...
restaurant in the shopping
center
books
tobacco shop
instorecommunication
digital signage
market places
bazaar
barter trade
pedestrian zones
book stall
fast food
gasoline stations
gourmet-temple
pick-up point
...
fax order
socialnetwork
mobilegames
...
...
at 1972
at 1750
at 1900
today
start of the 1st industrialrevolution along with innovations such asmachinery, steam drives,railroads, channels, textile industries etc.
start of the 2nd industrialrevolution along with innovations such as power transmission, light bulbs, phones,
start of the 3rd industrialrevolution along with innovations such as large-
There are 162 channels which customers love to use. Which of them are you using for the relationship with your customer?
foryouandyourcustomers
1. There are many channels – and the number is growing!
2. Customers are using the diversity naturally – can I keep up the pace as a supplier?
In particular we observe three relevant key concepts in the context of channels…
»Integration of Everything«
»Level of Engagement« »Individual,
anticipated Service«
NOWTOUCH ME
http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html
Andrew Pole
http://blogs.wsj.com/digits/2014/01/17/amazon-wants-to-ship-your-package-before-you-buy-it/
»Anticipatory Shipping« by Amazon
3. »Touch Me Now« means: Actively develop channels and customer experiences. Or: How can we learn fast and act even faster?
4. What do customers want? How do they act?
What does a Customer Journey look like today? An example: Persona Sarah Schäfer (31y) from Bülach.
Sarah is pregnant. She and her husband are very much looking forward to having their first baby. Every day, they discover new things. A friend is telling them about a great product with »Omega-3-Fettsäuren«. Sarah wants to learn more about it.
»I am so much looking forward to having a baby! But I am nervous too. Am I doing everything right? Did I forget anything?»
There she finds the topic »Prenatal Registration at the Health Insurance«.
What does a Customer Journey look like today? An example: Persona Sarah Schäfer (31y) from Bülach.
Is looking for »Omega-3-Fettsäuren« on Google and finds the website swissmom.ch.
Sees a banner »Protect your Child before Birth!«, clicks it and arrives on a microsite.
Completes online form asking for a meeting with an insurance agent.
Insurance company calls to arrange for a meeting and receives contact information.
Sarah receives confirmation via E-mail. It contains further information on »Baby Package«.
The Model for Multichannel Business by foryouandyourcus tomers gives you a clear view on sophisticated Multichannel.
FoundationData & Structure
OrchestrationOrganization,
Processes & Tools
shop
User OrientationChannels
Customerand his Shopping Experience
Organization
Processes
Tools
Source: Book »Multichannel-Leitfaden«, 2014
FoundationData & Structure
OrchestrationOrganization,
Processes & Tools
shop
User OrientationChannels
Customerand his Shopping Experience
Organization
Processes
Tools
A good Foundation delivers Flexibility. If build upon, Orchestra tion adds Efficiency and User Orientation contributes Effectivity.
Flexibility
+ Efficiency
+ Effectivity
Source: Book »Multichannel-Leitfaden«, 2014
5. Customer Journey Analysis (»Channel OPERA«) to learn fast
6. »Model for Multichannel Business« to act faster
Source: Book »Multichannel-Leitfaden«, 2014
Maturity Level 1»Local Relationships«
Maturity Level 2»Efficient Channels«
Maturity Level 3»Customer Oriented Touchpoints«
Überzeugen
Vergleichen
Beraten
Suchen
Entdecken
Informieren
Vertrauen Austauschen
Individualisieren
Finden
Kaufen
Teilen
Entscheiden
»Industrialisation«
»Individualisation«
Understanding Multichannel Issues: Learn Fast, Act Faster.
Channel OPERA: http://fyayc.com/opera Multichannel Business: http://fyayc.com/model Download Slides: http://fyayc.com/sfi2014
Jonathan Möller +41 44 210 44 77 [email protected]
foryouandyourcustomers in Amsterdam · Dusseldorf · Munich · Vienna · Zurich