2016 CMTC Omni Channel Customer Communications FINAL A 071016
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WELCOME! The Omni-Channel Customer Communications Experience Claudia Winkler - President, GHI Solutions Darrel Kammeyer – Executive Director, Info-Tech Research Group
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Transcript of 2016 CMTC Omni Channel Customer Communications FINAL A 071016
WELCOME!
The Omni-Channel Customer Communications Experience
Claudia Winkler - President, GHI Solutions Darrel Kammeyer – Executive Director, Info-Tech Research Group
Omni Channel Communication:
“The ability to build and deliver continuous 1-brand, 1-voice customer
experiences and dialogue across multiple devices & channels”
The Rodgers Technology Adoption Curve: 1956
Source: Diffusion Of Innovation". Licensed under CC BY 2.5 via Wikipedia
Omni Channel Evolution…
Past: Simple Now: Messy Future: Dialogue
Sources: Diffusion Of Innovation". Licensed under CC BY 2.5 via Wikipedia, MT Landscape: Scott Brinker , ChiefMartech.com
Today’s Marketing Technology Landscape
Tomorrow’s Integrated Dialogue Marketing
Virtual Stores
Peapod – Chicago Bus Stop
Tesco – London Gatwick Airport
Walmart – Toronto Pearson Airport
Nautica -- JFK & La Guardia
Customer Expect “Let me connect and interact across any channel at any time and get a seamless anywhere anytime experience…”
“What’s in it for me? ‘Listen’ to me, then send me relevant offers, when I need them, where I need them and when I want them……”
“Give me compelling content that finds me, captures my attention and makes me want to comment and share…”
Welcome to the age of “hyper-adoption”
Where Customers have eagerly adopted new behavior
Digital innovations in the Internet Era have quickly captured
billions of users!
Internet of Things: Current connected devices - 4.9 billion
By 2020 = 25B*
The Social Adoption Explosion: Facebook 1.4B (250M mobile), YouTube: 1B
So Many Channels, So Little Time….
Today’s CMO & CIO Challenges
Can we find valuable insight… and ACT on the “Big Data” that
we collect on our customers?
Are we using our customer data to
effectively engage customers?
How are we justifying our
spend on social?
What are our customers saying about us online?
Are we really providing a seamless, cross channel customer
experience?
Photo credit: Free Images UK
The Omni-Channel: Wheel of Terror!
Kiosks • Offers• Transactions
Company Interest Boards• Posts, pins and likes• Followers and following• Forums
Custom Content• UGC (User Generated
Content)• Partner Channels• Viewers and posters• Embed activity
Property Locations• Transactions• Purchase history• Guest Behaviors• Preferences
Direct Marketing• Email offers and response• Promotions, invitations• Newsletters, magazines, • brochures
Traditional Media• Radio, TV, Newspaper• Billboards• Magazines
Loyalty Programs • Clubs and contests• Co-branded credit card• Loyalty tier and point balance• Travel partners
Company Social Sites• Friends and fans• Followers, following, likes• Influencer networks, reviews• Customer ServiceCall Center
• Issue resolution• Surveys• Reservations, call notes
Web Channel• Brand.com and non brand.com• Transactions, abandons, cancels• OTA’s• Surveys, Wish lists
Mobile Channel • App activity • Digital, SMS• Location
YOURBRAND
YOURBRAND
YOURBRAND
YOURBRAND YOUR
BRAND
YOURBRAND
YOURBRAND
YOURBRAND
YOURBRANDYOUR
BRAND
YOURBRAND
YOURBRAND
Franchisee Relationships• Purchase patterns• Brand communications
Property Messaging• Monitors• In room TV• In room phone
Digital Media• Ad click response• Paid search• Ad re-targeting• Affiliates
Gaming – Business Units & Separate Customer Databases
Traditional: Bricks & Mortar
Casinos
American “Racinos”
“Retailer of Games” The Casino Floor
Hotel Food & Beverage
Shopping & Amenities
Entertainment
Casino Racing OTBs & Online Wager
Other Wagering
Lotteries Sports Books VLTs & “Class 2” Online Gaming
The Casino/Resort Customer Journey
• Text, E-mail, Mobile messages at any applicable point
during the journey
• Customer browses internet for Vegas Shows - gets “pop-up/banner” ad directing them to website
• Reservation booked via website, “click to chat” or Call Center”
• Guest Room: Touch points are in- room TV, personal phone call, note, or voicemail in room
• Casino: Touch points include slot machine, pit/floor staff, cashier cage, etc…
• Confirmation pre-arrival message via direct mail, tele-services, or other
• Property Arrival: Touch points include front desk, valet, concierge, kiosk, PBX
• Dining, Nightclubs, Retail Outlets: Hostess check-in or reservations, cashiers, etc…
• Special Events: Check-in, Box Office, at Shows, Concerts
• Post-departure message; (Traditional) follow-up via direct mail or other
• Check-out: Front Desk, Kiosk
• Sister Properties: All enterprise touch points for cross-property visitation
• Other Outlets: Spa, Pool, Gym, Golf Course, etc…
Multi-Channel Customer Conveniences Are Now Mainstream
Customer Offers & Mobile Conveniences
Hotel & Casino Customer Service & Player
Development
Update Databases & Transactions On The Fly”
Today’s Connected Consumer: Create automated, relevant dialogue!
On phone with call centre; hearing 1:1
next-best offer.
Influencer VIP offer for his 10th online product review.
Thank you SMS as she’s leaving store.
Personalized offers on her
receipt.
Browsed then abandoned online; now buying in store.
Removed from upcoming “free shipping” email.
The Omni-Channel: Wheel of Terror!
Kiosks • Offers• Transactions
Company Interest Boards• Posts, pins and likes• Followers and following• Forums
Custom Content• UGC (User Generated
Content)• Partner Channels• Viewers and posters• Embed activity
Property Locations• Transactions• Purchase history• Guest Behaviors• Preferences
Direct Marketing• Email offers and response• Promotions, invitations• Newsletters, magazines, • brochures
Traditional Media• Radio, TV, Newspaper• Billboards• Magazines
Loyalty Programs • Clubs and contests• Co-branded credit card• Loyalty tier and point balance• Travel partners
Company Social Sites• Friends and fans• Followers, following, likes• Influencer networks, reviews• Customer ServiceCall Center
• Issue resolution• Surveys• Reservations, call notes
Web Channel• Brand.com and non brand.com• Transactions, abandons, cancels• OTA’s• Surveys, Wish lists
Mobile Channel • App activity • Digital, SMS• Location
YOURBRAND
YOURBRAND
YOURBRAND
YOURBRAND YOUR
BRAND
YOURBRAND
YOURBRAND
YOURBRAND
YOURBRANDYOUR
BRAND
YOURBRAND
YOURBRAND
Franchisee Relationships• Purchase patterns• Brand communications
Property Messaging• Monitors• In room TV• In room phone
Digital Media• Ad click response• Paid search• Ad re-targeting• Affiliates
Multi-Channel Customer Experience
Vision &Strategy Acquire &
Identify
Understand
Communicate &Influence
Operationalize
Measure
Create a relevant dialog to influence customer behavior and loyalty
Leverage new and proven analytic methods to explore and understand customer behaviors
Identify the type and quality of data required and acquisition process for successful customer analysis
Provide KPIs and reporting methods to monitor business results and initiatives
Adapt processes and systems based on customer insights, while maintaining optimal business results
Define and prioritize the channels and customer focus to differentiate your brand
Q&A
Feel Free To Reach Out To Us
[email protected] -- [email protected] – 636-376-7774
Linkedin: Claudia: www.linkedin.com/in/claudia-winkler-7aa789Darrel: www.linkedin.com/in/goodbyca
Thanks for attending!
Darrel Kammeyer
