2.3.15

Moving From Screen to Device

and Back Again: The Omni-

Channel Experience

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Banafsheh Ghassemi is CEO and Founder of Tangerine Lab. Banafsheh has pioneered and implemented successful approaches in integration of differentiated customer experience design and emerging technologies for new and existing products and services. Prior to founding Tangerine Lab in 2014, for 16+ years Banafsheh held executive leadership roles, leading innovative product and customer experience strategies, sales and channel strategy, CRM as well as other customer-centric business transformation efforts. Her experience is built at top brands such as Nasdaq, MCI, Nextel, Sprint and the American Red Cross. @banafshehgh

Carlos Gil is a distinguished Marketing Executive, Digital and Social Media Strategist, Public Speaker and Entrepreneur. Carlos has extensive retail and CPG marketing experience leading social media programs in partnership with PepsiCo, Coca-Cola, Frito Lay, Tostitos, Mondelez, Unilever, Franks RedHot and other consumer packaged goods brands. Previously, Carlos developed strategy and led the launch for all of Winn-Dixie’s social channels, social listening, and blogger influencer program yielding exceptional consumer engagement and brand awareness. Carlos also served as Head of Digital and Social Media for Save-A-Lot food stores, a wholly owned subsidiary of SUPERVALU INC. @carlosgil83

Yuna Park is strategic lead for B2B/B2C brands leveraging digital & social media for brand and shopper marketing. Led award-warning campaigns with executional experience across social, mobile, video and experiential for brands like Mattel, Aaron’s, Lord & Taylor and L'Oreal. @yunapark

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Multi-Channel vs Omni-Channel

• Multi-Channel

– Multiple channels (digital and physical) of engagement with

customers but no particular focus on delivering consistent,

seamless and optimized experience across the channels.

• Omni-Channel

– Multiple channels of engagement with customers WITH focus on

delivering consistent, seamless and optimized experience across

the channels.

tangerine lab

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A Real World Story

tangerine lab

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1. My Bed Order: Popular Online Retailer

2. Confirmation By Retailer: Order Shipped3. Shipping Company: Delivery Notice

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Capabilities I was offered:

• Track delivery

• Change delivery schedule (for a fee)

• Provide delivery instructions

• Report issues

Delivery Service – Web Channel

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DELIVERED!

NOTDELIVERED!

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My Preferred Channel: Social Care

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My Not So Preferred Channel: Call Center

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Multi-Channel Omni-Channel

tangerine lab

Web

SocialOffline

Web

SocialOffline

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How Do You Transition To An

Omni-Channel Customer

Experience

tangerine lab

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5 Steps To An Omni-Channel Customer Experience

1. Walk in your customer’s shoes.

– Customer journey maps

2. Identify the “on stage” elements along the customer journey.

1. Identify the friction points (or differentiation opportunities).

1. Identify the enablers for removing the friction points.

2. Perform and audit your capabilities (“backstage elements”) along the

customer journey and fill the gaps.

tangerine lab

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5 Questions for Marketers

• Who are you trying to reach?

– It’s all about the end-user and engaging them on their platforms, audiences vary based on medium

• Who’s speaking about your brand/competition?

– Social advocacy can improve the overall customer experience and drive sales

• What’s your owned vs. “rented” channel strategy?

– Whether it’s email, social media, or in-store, each touch point should drive customers to buy

• What role does online play with brick and mortar?

– Lead generation, research, e-commerce, customer reviews, etc.

• Can it be measured?

– Are you able to track, and measure, impressions leading to sales/ROI

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Banafsheh Ghassemi is CEO and Founder of Tangerine Lab. Banafsheh has pioneered and implemented successful approaches in integration of differentiated customer experience design and emerging technologies for new and existing products and services. Prior to founding Tangerine Lab in 2014, for 16+ years Banafsheh held executive leadership roles, leading innovative product and customer experience strategies, sales and channel strategy, CRM as well as other customer-centric business transformation efforts. Her experience is built at top brands such as Nasdaq, MCI, Nextel, Sprint and the American Red Cross. @banafshehgh

Carlos Gil is a distinguished Marketing Executive, Digital and Social Media Strategist, Public Speaker and Entrepreneur. Carlos has extensive retail and CPG marketing experience leading social media programs in partnership with PepsiCo, Coca-Cola, Frito Lay, Tostitos, Mondelez, Unilever, Franks RedHot and other consumer packaged goods brands. Previously, Carlos developed strategy and led the launch for all of Winn-Dixie’s social channels, social listening, and blogger influencer program yielding exceptional consumer engagement and brand awareness. Carlos also served as Head of Digital and Social Media for Save-A-Lot food stores, a wholly owned subsidiary of SUPERVALU INC. @carlosgil83

Yuna Park is strategic lead for B2B/B2C brands leveraging digital & social media for brand and shopper marketing. Led award-warning campaigns with executional experience across social, mobile, video and experiential for brands like Mattel, Aaron’s, Lord & Taylor and L'Oreal. @yunapark

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Win a Free Ticket to The Social Shake-Up!

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Upcoming Webinar

February 10th

Your Mobile Community: It’s All About the Data Capture

Panelists: Greg Hickman, Tamara Dull and Jamie Turner