7 Steps Towards Omnichannel

ForeSee CX ForumOctober, 2016

WASHINGTON, D.C.

Source: Gartner

89%

say CX is their #1

competitive weapon

71%CX professionals

say their programs

are failing to improve

customer experience

Source: Gartner

OMNICHANNEL

OMNICHANNEL defined:Customers and potential customers

interacting with your organization anytime,

the way THEY want to… seamlessly

Steps towards

OMNICHANNEL

SUCCESS

IDENTIFY whoyour

CUSTOMERSare

Understand your customer DEMOGRAPHICS

Diagnose Strengths, Weaknesses and

Opportunities by AUDIENCE SEGMENT

How FREQUENTLYare they interacting with your organization?

Understand the

customer’s

INTENTION!

BUILDING PERSONAS

Persona Building

ACTIVELY

LISTEN to Your Customers

Find out WHAT your customers want and HOW they want it

LISTEN to Customers in

EVERY CHANNEL

FOLLOW UP on complaints and requests

Provide EXPANDED DIALOGUEopportunities for your customers

Train agents on

ACTIVELISTENING

skills

Measure3

You can’t MANAGE what you don’t MEASURE

INTEGRATEquantitative

and qualitativeanalytics

Measure PERFORMANCEagainst GOALSand OBJECTIVES

Measure IN-CHANNEL

the CUSTOMER

JOURNEY and the

OVERALL PERCEPTION of

your organization

Standardize your

CX Metrics

Measure

SATISFACTION

and the

DRIVERS of

satisfaction

Establish

BASELINES and

BENCHMARK

Analyze

Employee Engagement

Employee Engagement defined:The EMOTIONAL COMMITMENT

one has to their organization and its goals.

Customers will never love the company until the employeeslove it first

-Simon Sinek

Get input from

CSRs and

FRONTLINEMANAGERS

Increased

EMPLOYEE

ENGAGEMENT

drives CX, which

impacts DESIRED

OUTCOMES

5 Establish/Update CustomerService Standards

Clearly DEFINE service standards

Success REQUIRES DEFINITION

Set performancestandards by

customer TOUCH

POINT

PUBLISH STANDARDS to

staff, partners and

customers

Successfully MANAGE EXPECTATIONS

Gain INTERNAL

ADOPTION6

Identify the primary CX CHAMPION

Formally EDUCATELeadership

Host EDUCATION SESSIONS for working teams and stakeholders…be inclusive

Document, Document, Document

Assemble your TEAM and Establish CONTINUOUS COLLABORATION

Champion CUSTOMER

INSIGHTS to Action

Identify and PRIORITIZE key segments and

opportunities

COMMUNICATE and co-createproposed strategy

Create a ‘TASK FORCE’

Develop a ‘Shared Vision’ of success

Communicate

RESULTS

Use the right

PRESENTATION

TOOLS

Help Your Data STAND OUT

Source: LeaPica.com

…and Prevent THISfrom Happening:

Source: LeaPica.com

• 60% of mobile visitors didn’t find what they were looking for.

• “I find searching your site really frustrating. All I wanted to do was download a form and I couldn’t. Please make the site better for customers!” (Score = 32)

Survey Feedback

Note: Not Actual Data Source: LeaPica.com

Note: Not Actual Data

Source: LeaPica.com

60% of Mobile Visitors didn’t find what they needed !

“I find searching your

site really frustrating. All

I wanted to do was

download a form and I

couldn’t. Please make the

site better for

customers!” (Score = 32)Source: LeaPica.com

Final Thought…

YOUR BUT is

TOO BIG

1. Identify who your customers are

2. Actively Listen to your customers

3. Measure

4. Analyze Employee Engagement

5. Establish customer service standards

6. Gain internal adoption

7. Champion customer insights to action

Steps towards

OMNICHANNEL

SUCCESS

Dave Lewan, Vice President Public Sector and Canada

Thank you