OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series...

19
beyondphilosophy.com Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, Channels, Touhpoints and the Customer Experience Vladimir Dimitroff Principal Consultant © Beyond Philosophy. 2001-2015 All rights reserved

Transcript of OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series...

Page 1: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Beyond Philosophy Webinars Series

OMNICHANNEL CUSTOMER

ENGAGEMENTInteractions, Channels, Touhpoints and

the Customer Experience

Vladimir Dimitroff

Principal Consultant

© Beyond Philosophy. 2001-2015 All rights

reserved

Page 2: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Why we interact with customers?

© Beyond Philosophy. 2001-2015 All rights reserved

• The ‘Get’, ‘Keep’ and ‘Grow’ of any business

• Objectives and processes:- acquisition

- retention- development

• The functional view- Marketing, Sales, Customer service- but also Billing, Collections…

- PR, CSR and other ‘lesser’ functions

Page 3: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Why customers interact with us?

© Beyond Philosophy. 2001-2015 All rights reserved

• Needs, wants and ‘jobs to be done’- fundamental needs and value creation

- perceived needs, ‘wants’ and preferences- discrete specific needs (‘jobs’)

• The importance of a classification- recording, analysis and learning- structured management of customer processes

- lean organisation and system design

• Classification example (KISS rules)- first ‘why’ (reason), then ‘about’ (subject)- matrix and tree structures

- single logical model for databases and process design

• The Experience aspect

Page 4: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

The conflict - and CX challenge

© Beyond Philosophy. 2001-2015 All rights reserved

• Their reasons to interact are different from ours. (Surprise?)

• Mapping and meeting

COMPANY CUSTOMER

Page 5: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Channels

© Beyond Philosophy. 2001-2015 All rights reserved

• Distribution vs communication- physical and virtual distribution

- mass and direct communication- primary and auxiliary communication

• Channels vs media

• Transaction channels

• How about social media?

• The full portfolio

Page 6: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Channel types

© Beyond Philosophy. 2001-2015 All rights reserved

• product, information,

activity, funds

• communication,

service delivery

• communication

taxonomy

by content and

purpose

• Physical vsvirtual/digital

• single/multi-point,

mass, direct

• origination

(in/outbound),

assisted vs automated

by medium and

functionality

• marketing

(communications)

• service & support

channels

• other: distribution,

payments

by nature of

interactions

Page 7: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Touchpoints

© Beyond Philosophy. 2001-2015 All rights reserved

• Points in time, points in space

• Journey points and ‘moments’- most are interactions, some are indirect

- they define the customer experience

• Interface points- part of a channel

- physical, even for virtual channels

• ‘Multichannel’ as in -- touchpoints represent channels

• What happens there- events

- interactions- transactions (?)

Page 8: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Sample channel portfolio

© Beyond Philosophy. 2001-2015 All rights reserved

• Direct - automated

- IVR

- SMS

- Email

- Web - main site(s)

- Web - self service portal

- Web - community portal

- Web - 3rd party social sites

- Kiosks, ATMs

- Apps (mobile, web, widgets)

- Barcodes, QR, other

- NFC tags

• Distribution- Own retail outlets

- Dealers, resellers

- Other channel partners

• Mass communication- Broadcast: radio, TV, social

- Print

- Outdoor

• Financial (payments)- DD, standing orders

- Debit /credit cards

- Mobile wallets and payment apps… etc.

• Direct - human assisted

- F2F - retail

- F2F - field sales

- Remote - paper mail

- Remote - phone

- Remote - personal email

- Remote - personal SMS

- Remote - IM, Web chat

- Remote - social platforms

Add more for true ‘Omni-’

Page 9: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

From Omnichannel to Multichannel operations

© Beyond Philosophy. 2001-2015 All rights reserved

• Considering CX-related attributes of channels:

- Rational (bottom of Maslow, hygiene): convenience, effort required, speed

- Semi-rational, high perception: interactivity (e.g. human-assisted are more

interactive than auto); scope, depth and detail in interactivity; Personalisation.

- Emotional (top of Maslow, bottom of CX iceberg): friendliness, respect, care(d

for), inclusive/belonging, exclusive (privileged treatment)

- Challenge to address emotional aspects with automation (Siri, Cortana,

Google Now)

OMNICHANNEL

All possible cannels,

used and potential,

present and future

MULTICHANNEL

Actual portfolio

(incl. immediate plans)

Page 10: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Building an Interaction Management model

© Beyond Philosophy. 2001-2015 All rights reserved

• Key principle: differentiation (intersecting channels with structured dimensions and

adopting differentiated strategies and processes)• Format: matrix / multidimensional cube

functions

ch

an

nels

activities

pro

cesses

Page 11: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Model logic: key dimensions and content

© Beyond Philosophy. 2001-2015 All rights reserved

• Key purpose of customer interaction- Acquisition, retention, development

- Other: collaboration, crowdsourcing- A Customer (!) purpose perspective (‘jobs to be done’)

• Business functions- Customer-facing: Marketing, Sales, Customer Service- Financial: Fraud, Revenue Assurance / Collections

- Other: PR, CSR, R&D, Legal

• The Customer (!) dimension - segments- Value segments- Needs clusters or proxies (demographic, behaviour etc)

- Tactical micro-segments and RTI layer

• Intersections content- Binary (tick-boxes)- Quantitative - weights, vectors

- Decisioning logic, business rules

- Budgeting, performance metrics

Page 12: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Model building example

© Beyond Philosophy. 2001-2015 All rights reserved

channel marketing sales service

call centre

CC - IVR

SMS

email

retail

app

2D table with Functional dimension

Page 13: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Model building example

© Beyond Philosophy. 2001-2015 All rights reserved

channel acquisition retention growth

call centre

CC - IVR

SMS

email

retail

app

2D table by Key Purpose

Page 14: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Model building example

© Beyond Philosophy. 2001-2015 All rights reserved

channel VIP middle CLV low CLV

call centre

CC - IVR

SMS

email

retail

app

2 D table by Value Segments

Page 15: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Model building example

© Beyond Philosophy. 2001-2015 All rights reserved

channel marketing sales service

call centre

CC - IVR

SMS

email

retail

app

From binary to quantitative weights

Page 16: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Uses of the model

© Beyond Philosophy. 2001-2015 All rights reserved

• To design with channel usage focus for channel effectiveness

• To eliminate redundancies and duplications

• To optimise the channel mix for the business and its operating model

• To streamline and perfect underlying processes

• To optimise customer experience through relevant channel use

• To allocate resources for maximum return

• To measure performance and drive continuous improvement

Page 17: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Master one dimension at a time

© Beyond Philosophy. 2001-2015 All rights reserved

- before you continue adding complexity

functions

ch

an

nels

activities

pro

cesses

Page 18: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com

Managing multichannel interactions

© Beyond Philosophy. 2001-2015 All rights reserved

• From clear strategy to structured operations- visionary and pragmatic

• Process implications- end-to-end customer processes with common logic

• Organisation implications- efficient cross-functionality and de-duplication of work

- improved responsibilities allocation

• Systems implications- single architecture and modular integration

• Financial implications- budget allocations

- performance measurement

Page 19: OMNICHANNEL CUSTOMER ENGAGEMENT - Beyond Philosophy · Beyond Philosophy Webinars Series OMNICHANNEL CUSTOMER ENGAGEMENT Interactions, ... then ‘about’ (subject)

beyondphilosophy.com 195

Thank you!

Q&A