Marco RyanEye for travel Berlin, Oct 2nd 2014
10 secrets to a seamless omni-channel customer Expereince
DIGITAL CUSTOMERS ARE DIFFERENT.
FACT.
SO BE PREPARED FOR CHANGE
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INVITE THE SCEPTICS
& KEY LEADERS
TO BE PART OF THE SOLUTION
WHETHER YOU REALISE IT OR NOT YOUR
BIGGEST BARRIERS
ARE INTERNAL
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3 YOUR BIGGEST ALLY IS
FIND NEW WAYS TO COLLABORATE AND MAKE
DECISIONS TOGETHER
THE CTO AND THE IT
ORGANISATION
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“Digital and IT have be in lock-step. What goes out the window is finger pointing, and hand holding
comes in. IT participates in every meeting to understand goals and objectives and to provide inventive but realistic
solutions, timelines, and costs.”
Bridget Dolan, VP Digital, Sephora
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4YOU HAVE TO START
SOMEWHERE
What uniquely defines the persona of our customers? What is different about their customer journey? What are the touchpoints they frequent, how do they use them, and with what devices? What are their expectations, what do they value, and how do they define success? How are they influenced, and by whom? How and whom do they in turn influence?
BEGIN WITH CUSTOMER JOURNEY MAPPING
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5THINK BEYOND A SINGLE
CAMPAIGN
THINK END-TO-END
CREATE CROSS-FUNCTIONAL TEAMS & ALWAYS INCLUDE UX
THE THOMAS COOK CUSTOMER JOURNEY LIFECYCLE
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6ITS NOT
MOBILE FIRST OR
SOCIAL FIRST
THINK DIGITAL FIRST
REDESIGN PROCESSES AND STRUCTURE TO BE
RELEVANT
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7OMNICHANNEL IS DIFFERENT
FROM MULTICHANNEL
MEASURE ACROSS
ALL CHANNELS
IMPLEMENT INTEGRATED ANALYTICS SOLUTIONS
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8THE NEW HOLY TRINITY
DIGITAL ASSET MANAGEMENT,
CRM & ANALYTICS
DOES YOUR IT ROADMAP AND INVESTMENTS REFLECT THIS?
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9IT’S NOT EASY
BE STRONG.
USE LATEST RESEARCH
TO GAIN LEADERSHIP
COMMITMENT
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10DON’T ASSUME
INVOLVE CUSTOMERS AT EVERY STAGE.
CREATE CUSTOMER SOUNDINGS BOARDS, DO
RESEARCH, INVOLVE OTHERS
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