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Multichannel Customer Experience:

From consumers to client

June 2011

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Paul BlundenCEO

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• Over 500 respondents• 77% turnover >£10m• 68% UK companies

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“The aggregated experience a customer has of a brand gained from all

interactions across managed and unmanaged touch-points, for the

duration of that relationship.”

(Foviance, 2010)

Multichannel customer experience - definition

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90% important or very important

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Only 22% have well developed strategy

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Undifferentiated

Differentiated

Com

petiti

ve P

ositi

on

Market PremiumPricing

Nee

ds o

f cus

tom

ers

Irrelevant to

Relevant to

Customisation

Commodisation

Commodisation

Customisation

Extract Commodities

Make Goods

Deliver services

Stage experiences

Pine & Gilmore (1999)

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81% Quite of very difficult

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2%23%

47%

28%

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Leadership & Culture

Credit: modomatic

Credit: Casey Serin

Credit: acloudman

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‘0% commission, 100% impartial advice'

“engagement scores have reached 88% - up 20% since the launch of the new

scheme”

“our reward strategy had to be aligned with the vision of the company”

the vision “to put customers at the forefront of everything we do”

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Systems & Processes

1. Can people find the Help Centre?

2. Can people find the right content in the Help Centre?

3. Does the content solve their problem?

Online self-service

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Alignment with Brand

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Insight driven decisions

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Integrated Touch Points

Pleasanteasy to use

Unpleasantdifficult to use

Pleasanteasy to use

Unpleasantdifficult to use

1 million in 1 year

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© Foviance 2011

Pizza Express multichannel payment

1.Visit Pizza Express and order something with anchovies

2.Scan the QR code on your table

3.Scan takes you to a landing page promoting their iPhone App

4.Click the button, download the App (they have free Wi-Fi)

5.When you get your bill it has a code at the bottom

6.Enter your code

7.Pay via PayPal (or Credit Card)

8.Receive an email (and a big thank you from your waitress)

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5 tips for improving your multichannel customer experience

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1ft

2ft

10ft

1. Size isn’t important

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2. Know your audience

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3. Don’t ignore social media

European Facebook penetration = 58.4%

Source: Internet world stats, May 2011

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4. Map & Measure

TV

In-store

Online

Social

Call centre

Awareness Consideration Purchase

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5. Connect Offline to Online

CREDIT: Foviance

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Paul Blunden

08450 546550

Paul.blunden@foviance.comfoviance.com

Thank you@pblunden@Foviance