CUSTOMER EXPERIENCEOmnichannel from the customers point of view
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Mads-Peter JakobsenDigital StrategistHead of UX
Sitecore Digital Strategist MVP
@madspeter
agendaWhat is Omnichannel?Why Customer Experience?The core of the challenge
OMNICHANNELCUSTOMER EXPERIENCE
Omnichannel
Where we experience- coordinated message(s)- coordinated feedback loopOmnichannel is the coordinated connection of the touchpoints our customers meetCustomer Experience
What we experience- what it makes us do- how it makes us feel
The Customer Experience drives our actions and emotions.
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OMNICHANNEL
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https://www.youtube.com/watch?v=EHMXXOB6qPA
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BUSINESS INTELLIGENCE
CRM
CUSTOMERLIFE CYCLE
PRODUCT HISTORY
PERSONA
NEWSLETTER
APP
WEBSITE
SOCIAL MEDIA
RECEIPT
PoS
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WEBRECEIPTPoSSMSAPPCUSTOMERSUPPORTNEWSLETTER
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CUSTOMER EXPERIENCE
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relationship
Consumer productsThe negative business value of poor experienceDecreased salesDissatisfied customersPoor ratings & reviewsNegative word of mouthNegative impact on brandIncreased need for documentation and trainingIncreased support requests and costs
Source: Jim Ross (2014): The Business Value of User Experience.
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Consumer productsBusiness systemsThe negative business value of poor experienceDecreased salesDissatisfied customersPoor ratings & reviewsNegative word of mouthNegative impact on brandIncreased need for documentation and trainingIncreased support requests and costs
Decreased productivityIncreased errorsIncreased support costsIncreased training costsDecreased job satisfactionIncreased employer turnoverSource: Jim Ross (2014): The Business Value of User Experience.
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The good experienceIncreased salesIncreased customer satisfaction and loyaltyIncreased employee satisfactionReduced development cost and timeDecreased need for training and documentationReduced support costsIncreased productivity
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THE RIGHT MESSAGE,AT THE RIGHT TIME AND PLACE
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What if we dont know the context?
https://www.youtube.com/watch?v=qu9ImFMLYxw
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Understand your businessUnderstand your usersUnderstand your channelsManage your architectureDesign and build your system
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THE RIGHT MESSAGE,AT THE RIGHT TIME AND PLACE
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THE RIGHT MESSAGE,AT THE RIGHT TIME AND PLACE
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People will forget what you said
People will forget what you did
But people will never forget how you made them feel.
Maya Angelou
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Customer Experience means businessCustomer Experience is what you experienceOmnichannel is where you experience itTo do Omnichannel Marketing you need toUnderstand your businessUnderstand your usersFocus on architectureCreate continuity based on feedback loopsDesign for the emotion you want to evoke. Not for the specific channel.TAKE AWAYS
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Mads-Peter [email protected]@madspeter
Islands Brygge 55 | 2300 Kbenhavn S+45 70 23 33 30 | [email protected]
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