Waging and Winning the Omnichannel Battle

Medallia © Copyright 2017. 2

Raman WadehraDirector

CX Measurement & Insights

Rachel GelmanSr. Manager

Customer & Agent Insights

Emma SopadjievaResearch & Analytics Manager

CX Strategy

AGENDA

Medallia © Copyright 2017. 3

What This Means for Business

Q&A

How Are Omnichannel Customers Different

The Omnichannel Journey1

2

3

4

Medallia © Copyright 2017.

The Omnichannel Journey

4

Traditional

The good, old-fashioned bricks and mortar store

E-commerce

Online shopping

Omnichannel

A seamless and frictionlessexperience across multiple devices and channels

Multichannel

Various, disconnected channels for customers to use independently


How We Shop Today

5

of retail shoppers use smartphones in-store

of Americans switch between devices in the same day

of consumers say they would rather connect with brands through multichannel

90% 98% 72%50%of shoppers expect that they can make a purchase online & pick up in-store

What Is The Business Case for an Omnichannel Focus In Your Industry?


Medallia Institute 2016 Omnichannel Study

In collaboration with a major U.S. retailer, and

Utpal Dholakia, Professor of Marketing at Rice University

46,000 customers

7% online-only

20% store-only

73% omnichannel customers

Every aspect of their shopping journey, including which channels they used, why, and how they rated their CX

Large scale study The survey captured:

6



7

Comparing omnichannel customers to single-channel shoppers

Omnichannel customers

spend more

Omnichannel customers are

more loyal

The quality of an omnichannel

experience matters

Source: Medallia Institute Study, 2016



Omnichannel customers spend more

With every additional channel they use, omnichannel shoppers spend more in-store

They spend 17% more in the next 6 months than single-channel shoppers

+4% In-store +10% Online

+17%

Source: Medallia Institute Study, 2016 8



Omnichannel customers are more loyal

Omni customers transact

in the next 6 months, primarily by shopping online, than single-channel shoppers

33%more

Source: Medallia Institute Study, 2016 9



10

The quality of an omnichannel experience matters

+22%

LTR = 0-6 LTR = 9-10

+40%

LTR = 0 LTR = 10

spend over the next 6 months





11

Omnichannel customers spend more

Omnichannel customers are more loyal

The quality of an omnichannel experience matters

Omni customers transact

in the next 6 months, primarily by shopping online, than single-channel shoppers

33%more

+22%

LTR = 0-6 LTR = 9-10

+40%

LTR = 0 LTR = 10

With every additional channel they use, omnichannel shoppers spend more in-store

They spend 17% more in the next 6 months than single-channel shoppers

+4% In-store +10% Online

+17%





What This Means for Business

12

To compete with on-line pure plays like Amazon, retailers must:

Retail

But How Do You Do That?

Engagecustomers in ways that

provide value

Synchronizethe physical and digital worlds

Ensurea seamless and

frictionless omnichannel customer experience

13©2017Sprint.ThisinformationissubjecttoSprintpoliciesregardinguseandisthepropertyofSprintand/oritsrelevantaffiliatesandmaycontainrestricted,confidentialorprivilegedmaterialsintendedforthesoleuseoftheintendedrecipient.Anyreview,use,distributionordisclosureisprohibitedwithoutauthorization.

10.1.2016Version1.3DSB

Sprint Omni Channel Management

April, 2017



Over Time

Sprint Omni Channel Lenses

Across Customer Touchpoints

Throughout the Organization



Org structure to support• Customer Experience sits in the Omni

Channel Support Organization• Team leads new initiatives with participation

from every channel to ensure coordinated product and service launches

Customer Experience Measurement• Through consistent means, we measure the

customer experience in all channels to isolate areas of opportunity

Across Customer Touchpoints



Important to measure the customer experience throughout the customer journey – not just at a point in time

Our Focus

Over Time



Engaging corporate staff is a critical component• Make the focus on the customer experience real for non front line employees

• CX Operational Dashboard• Metrics with proven correlation to NPS• Comprehensive• Wide reaching

• Support from the Top• CEO engagement & support

Throughout the Organization



Growing Pains

Network

Marketing

OperationsIT, Digital, Care

Retail

Shared Services

Finance, HR, Corp Comms,

Legal

Prepaid

Enterprise

CX

Organizational Buy in

2

3

4

5

1

Service

Offers

Sales

Network

Training

CompetingPriorities

Keeping up with thePace of Change

Need for speed creates temptation to cut corners

CX team originally brought in when problems identified, instead of up front

WESTERN UNION

OMNICHANNEL CUSTOMER EXPERIENCE

Millions of WU Customers Globally

OmniChannel C2C Experiences

UsesWU.comfortheFirstTime

PastRetailSender

ChecksStatusonMobileApp

HistoryRecognized,TransactionApproved

ReceivesStatus

NotificationviaSMS

FindsLocationusing

Website

TransactionDeclinedOnline

SendsMoneyatRetail

FundssendtoReceivers

BankAccount

GoestoRetailtoSendMoney

PaysCashforTransfer

UsesIn-StoreKiosk

Whencustomersreportinteractingwithmultiplechannelsforatransaction,theiroverallsatisfactionislowerthaniftheyonlyinteractwiththetransactionchannel.

Why is the OmniChannel Customer so Important?

Morethan50%ofsurveyrespondentsreportinteractingwithmultiplechannelsintheirtransactionexperience.

CustomerswhotransactinbothRetailandDigitalchannelssendnearly3Xmoretransactionsperyearthancustomerswhouseonlyonechannel.

Evolution to Customer Focus

Multi-YearorganizationfocusshiftfrombusinessunitsowningasingleRevenueChanneltobusinessunitsowningtheCustomerExperienceforanentireCustomerJourney.

CompanyorganizedbyRevenueChannel

RetailChannelvs.DigitalChannel

CompanyorganizedbyCustomerExperienceConsumerMoneyTransfervs.

BusinessPayments

Then: Now:

Looking Ahead…

Dedicated team leading the charge to center every decision on the Customer.

Embracing organizational change to meet the needs of our OmniChannel Customer.

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