MORGENMØDE D. 19. NOVEMBER 2015: OMNICHANNEL - Vejen til digital succes
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MORGENMØDE D. 19. NOVEMBER 2015:
OMNICHANNEL- Vejen til digital succes
Omnichannel Marketing
et 100m løb for
virksomhedsledere uden
retningssans?
Online experiences need to be personalized, relevant, and engaging. As the number of channels that
marketers need to coordinate continues to grow, success requires seamless execution of omnichannel marketing.
Forrester: Marketing Relevance InAn Omnichannel World, August 2015
Hvorfor
omnichannel?
1.
Mange digitale
touchpoints
Website
Subsites
Blog
Brugeradfærd krydser
digitale grænser 98% af alle amerikanere bruger flere forskellige deviceshver eneste dag.
Kilde: Google Research
Traditionel shopping
krydser digitale
grænser
Mere end 80% af alle butiksbesøgende tjekker priser
online.
Kilde: MIT’s rapport “Beyond the Checkout Cart”
2.
Money. Money.
Money.
Whatever.
Wherever.
Whenever.
Walgreens’ kunder bruger op til seks gange så meget på shopping
sammenlignet med traditionelle butiksshoppere.
Kilde: Forbes
3.
Glade kunder
Kundetilfredsheden steg for 88% af de retailere der
implementerede en “ship-from-store” proces
Forrester 2014
Kunde-
tilfredshed
Øget
loyalitet
Virksomheder med høj grad af omnichannel customer
engagement fastholder gennemsnitligt 89% af deres kunder,
hvorimod virksomheder med lav grad af omnichannel customer
engagement kun fastholder 33% .
Kilde: Aberdeen Group
4.
Kundernes
forventninger
Always on
54% af forbrugerne forventer en sømløs brugeroplevelse på
tværs af digitale og fysiske touchpoints.
Kilde: Kitewheel rapport 2014
Roadblocks på vejen
mod succes
Customer Experience is not
what YOU say it is.
It’s what your CUSTOMERS
say it is.
THE CUSTOMER EXPERIENCE GAP
Kun 33% af retailerne anvender basale omnichannel værktøjer,
såsom “cross-channel inventory visibility” og “store based
fulfillment”.
Forrester 2014
Er værktøjerne
på plads?
85% af CMO’erne udtaler at deres anstrengelser i retning af at
implementere en omni-channel marketing strategy er hæmmede
af manglende adgang til data.
Kilde: Visual IQ
Er data
tilgængelig?
Dagens
talere
Mads-Peter JakobsenHead of User Experience
Bo MadsenUser Experience Architect
Christian RuudCSO, partner
AGENDA| Kl. 09:25 Kundeoplevelsen i en
omnichannel verden – del 1
| Kl. 10:00 Pause
| Kl. 10:20 Kundeoplevelsen i en
omnichannel verden – del 2
| Kl. 10:40 Hvordan kommer man i gang med
omnichannel?
| Kl. 11.00 Afrunding
CUSTOMER EXPERIENCEOmnichannel from the customers’
point of view
Mads-Peter Jakobsen
Digital Strategist
Head of UX
Sitecore Digital Strategist MVP
@madspeter
AGENDA| What is Omnichannel?
| Why Customer Experience?
| The core of the challenge
OMNICHANNELCUSTOMER EXPERIENCE
| Omnichannel
Wherewe experience
| - coordinated message(s)
- coordinated feedback loop
| Omnichannel is the coordinated
connection of the touchpoints our
customers meet
| Customer Experience
Whatwe experience
| - what it makes us do
- how it makes us feel
The Customer Experience drives our
actions and emotions.
OMNICHANNEL
14
BUSINESS
INTELLIGENCE
CRM CUSTOMER
LIFE CYCLE
PRODUCT HISTORY PERSONA
NEWSLETTER APP WEBSITE SOCIAL
MEDIA
RECEIPT PoS
WEB
RECEIPTPoSSMSAPP
CUSTOMER
SUPPORT
NEWSLETTER
CUSTOMER EXPERIENCE
19
relationship
Consumer products
THE NEGATIVE BUSINESS VALUE OF POOR EXPERIENCE
| Decreased sales
Dissatisfied customers
Poor ratings & reviews
Negative word of mouth
Negative impact on brand
Increased need for documentation and
training
Increased support requests and costs
Source: Jim Ross (2014): The Business Value of User Experience.
THE GOOD EXPERIENCE| Increased sales
Increased customer satisfaction and loyalty
Increased employee satisfaction
Reduced development cost and time
Decreased need for training and documentation
Reduced support costs
Increased productivity
THE RIGHT MESSAGE,
AT THE RIGHT TIME AND PLACE
WHAT IF WE DON’T KNOW THE CONTEXT?
Understand
your business
Understand
your users
Understand
your channels
Manage your
architecture
Design and
build your
system
THE RIGHT MESSAGE,
AT THE RIGHT TIME AND PLACE
THE RIGHT MESSAGE,
AT THE RIGHT TIME AND PLACE
People will forget what you said
People will forget what you did
But people will never forget how
you made them feel.
Maya Angelou
Customer Experience means business
Customer Experience is what you experience
Omnichannel is where you experience it
To do Omnichannel Marketing you need to
Understand your business
Understand your users
Focus on architecture
Create continuity based on feedback loops
Design for the emotion you want to evoke. Not for the specific channel.
TAKE AWAYS
Mads-Peter [email protected]
@madspeter
Islands Brygge 55 | 2300 København S
+45 70 23 33 30 | [email protected]
OMNICHANNEL CUSTOMER EXPERIENCEAnd now what?
| Omnichannel
Where we experience
coordinated message(s)
coordinated feedback loop
| Omnichannel is the connection of the
touchpoints our customers meet
| Customer Experience
What we experience
what it makes us do
how it makes us feel
The Customer Experience drives our actions
and emotions.
THE GOOD EXPERIENCE| Increased sales
| Increased customer satisfaction and loyalty
| Increased employee satisfaction
| Reduced development cost and time
| Decreased need for training and documentation
| Reduced support costs
| Increased productivity
Learn
Measure
Build
Ideas
CodeData
Business
Value
Time
Strategic
goal
OPERATIONAL GOALS
Online experiences need to be personalized, relevant, and engaging. As the number of channels that
marketers need to coordinate continues to grow, success requires seamless execution of omnichannel marketing.
Forrester: Marketing Relevance InAn Omnichannel World, August 2015
THE MESSAGE| Step 1: Decide on a set of measurable message objectives
| Step 2: Identify test channels
Easy user recognition
Ability to personlize messages
Option to A/B test message wording and frequency
High business impact
| Step 3: Create a live minimal prototype
The right MESSAGE,
At the right TIME AND PLACE
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