multi channel strategy mo mo chicago jan 24 final
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Challenge
“Can you build me an iPhone application?”
“Lets start a Twitter account and a Facebook page”
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Online search and discovery is still the biggest problem in travel planning and shopping source: PhoCusWright 2009 Travel Summit).
Digital Channel - Information Architecture
& Search“How easy is to find information?”
Q2 2009Only 60% of online would-be bookers complete the reservation. The main barrier to conversion is usability. (source: iPerceptions).
Digital Channel - User Experience
“How usable is the site?”
Ability to earn rewards is the reason 55% on online hotel bookers prefer to book via a branded hotel website. (source: eMarketer)
Digital Channel – Business Intelligence &
Web Analytics“Which customer segments provide the
highest ROI?”
By year 2013, 43% of global internet users will be accessing social networks from mobile devices.(source: eMarketer)
Social Channel
“What are the users saying about our brand?”
Content management systems support creation, organization, storage, workflow, versioning, publishing and archiving of content.
Digital Channel – Content Management
Systems (CMS)“How easy is it to create and manage content?”
Maps / Navigation / Local Search are the most popular applications on a smartphone. (source: Nielsenwire, Jun 2010).
“Find a Dentist Near Me”“Next destination from here”
Mobile Channel
Integrated Multi-Channel Strategy
Integrated Multi-
Channel Strategy
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Key Considerations
Create a holistic and integrated multi-channel strategy which ties back to business goals.
Mobile and social channels should be considered core customer interaction channels.
Brands should make the cultural shift to adopt social media and social media goals and objectives should have been defined.
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Top-Down and Bottom-Up Approach
Stakeholder InterviewsMaturity Model and Gap Analysis
Prioritization Matrix
Roadmap
Web Analytics
Application Data, Log Files
Customer Feedback
Product Specifications
Roadmaps, Competitive Market Intelligence
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Sample Multi-Channel Maturity Model
14%
86%
48%32%
25%
16%
Mobile
Business Intelligence and Analytics
UGC / Social Media
Content Management System(CMS)User Experience
Information Architecture / Search
No mobile presence
Leverage current website on mobile device
Mobile web application
Mobile native application
Rich channel experiences
IT-driven, “feel-good” information, fee decisions, minimum value
Business driven, working on defining metrics, accuracy and process
Single channel optimization
Advanced optimization and automation
Cross-channel strategic integration
UGC is not existent on the site
Ad-hoc UGC and informal social media practices
Managed UGC and social media practices
Customers use UGC to support each other
Highly flexible organizations who have embraced social media
Content is pages Content authoring is form and element based
Hybrid content creation / authoring
Enterprise content creators = authors = owners
Authoring and publishing are optimized
Fragmented overall user experience
Multiple templated sites
Seamless, dynamic web experience
Seamless, dynamic multi-channel experience
Rich multi-channel experience
Level 0
Limited Web, Mobile and Social
Presence
Level 1
Reactive and Experimental
Level 3
Managed and Measured
Level 4
Optimized
Level 2
Defined and Repetitive
Information architecture is navigation
Business unit goals trump enterprise vision
Global information architecture for the web
Global information architecture for global processes
Information architecture supports rich interaction design
Desired State
Current State
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Sample Mobility Maturity Model
Maturity Level 0
•Clients have no mobile presence and have no mobile strategy or standards defined.
Maturity Level 1
•Clients leverage the current online website on a mobile device.
•User experience is rudimentary and not customized for the device.
•Other issues commonly seen are excessive scrolling, bloated pages and slow load times
Maturity Level 2
•Clients use the mobile channel to extend their current multi-channel business strategy.
•Despite a fragmented market, clients reach mobile users but not able to capitalize on mobile specific features such as location, camera, accelerometer, address book etc.
Maturity Level 3
•Clients invest in building native applications with a rich user interface
•Innovative and engaging mobile applications can be created by accessing device level features such as location, camera, accelerometer, address book etc.
Maturity Level 4
•Clients radically redefine mobile communications by building contextually aware applications
•Mobile analytics help to deliver real-time insights into consumer behavior as well as building cross-media campaigns using augmented reality, m-commerce, mobile social media etc. to drive conversions, revenue and brand awareness.
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Sample Prioritization Matrix
Description
• Identifies the major potential capabilities identified through stakeholders interviews, customer research and competitor analysis
• Arrays the capabilities against sorting criteria such as impact, complexity, etc.
• Provides a mechanism for prioritizing capabilities and driving the 1, 2, 3 and 5 year goals
High
Low
Low
High
LOE / Implementation Complexity
Ris
k
Factors Considered Legend
Business Benefit1. Increased Traffic2. Increased Sales3. Cost Savings4. Increase Brand
AwarenessRisk1. Adoption / Resistance2. Concept Maturity3. Confidence Level
LOE/Implementation Complexity
1. Level of Effort Required2. Organizational
Readiness3. Technical Complexity
High Business BenefitMedium Business BenefitLow Business Benefit# Maturity Level
Improved
Social Media
2
Improved UX2
Improved IA/
Search2
Improved
BI & Web
Analytics
2
Enhanced BI & Web
Analytics
3Mobile - Native
3
CRM Solution
3
Enhanced Social Media
3
Enhanced
IA/Search3 Enhance
d CMS3Enhance
d UX3
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Business Intelligence and Web Analytics
Sample Roadmap
KPA’s mentMonths
Discovery & Design
Feb 2011
Content Management System (CMS)
User Generated Content (UGC) / Social Media
User Experience
Mobile
Information Architecture / Search
Mar2011
Apr2011
May2011
Jun2011
Jul2011
Aug2011
Sept2011
Oct2011
Nov2011
Dec2011
Jan2012
Feb2012
Mar2012
Apr2012
May2012
Jun2012
Jul2012
Aug2012
Sept2012
Oct2012
Nov2012
Dec2012
Jan2013
Feb2013
Mar2013
Apr2013
Build, test, deploy, support Continuous Improvement
DefineDesign for iPhon
e
Build for iPhone
Test (US)
Provision
Design for BB
Build for BB
Test (US)
Provision
Test and deploy solution WW on iPhone and BB
Post-deployment
measurement, tracking &
analysis
Build contextually aware applications and deliver
real-time, deeper insights on consumer behavior
Define
Build integration with Twitter and other social media sitesDevelop strategies to
increase frequency of new / user generated
content
Define processes,
build a community, a
reputation system and
measure ROI
Post deployment
measurement, tracking and
analysis
Policies, procedures and best practices in place to
draw insights for continuous improvement
Enhance content strategy
Implement content creation, storage,
workflow, versioning, publishing and archiving
Content repurposed
across mediums and strong focus
on managing enterprise processes
Post deployment
measurement, tracking and
analysis
ECM evolves to six sigma level
Define robust
presentation framework
Implement robust presentation
framework, faceted search and integrate
UGC in branded website
personalized content pushed across channels with a rich user
experience
Post deployment
measurement, tracking and
analysis
Distribution of content via widgets, ability to leverage network effects and geo tag
assets
Define enterprise taxonomy, metadata and facets
Implement faceted
search and leverage
metadata to improve SEO
Improve KM, manage
taxonomy within CMS,
personalized, targeted, location
based content
Post deployment
measurement, tracking and
analysis
Personalized content across channels, semantic search and use of text analytics
improves accuracy of classification
<- - - - -Maturity Level 1,2 - - - - -> <- - - - - - - - - -Maturity Level 3 - - - - - - - - - ->
Review
Define CRM strategy
Define KPI
Implement CRM
Build
Leverage data analysis
Create automated dashboard
Begin brand monitoring
Post deployment
measurement, tracking and
analysis
Create multi-channel sales dashboard, aggregate data
and draw insights from brand monitoring
<- - - - - - - - - - - -Maturity Level 4 - - - - - - - - - - - ->
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Define a Mobile Strategy
P PEOPLE
O OBJECTIVES
S STRATEGY
T TECHNOLOGYSource: Forrester
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Define a Mobile Strategy
PEOPLE• Identify key stakeholder groups• Identify target audience and their mobile behaviors
OBJECTIVES
• Identify business objectives that need to be met via the mobile channel such as increasing sales, decreasing costs or increasing loyalty
STRATEGY
• Identify all data sources and application touchpoints
• Define monetization model, promotional strategy, global strategy, mobile metrics, customer support plan etc.
TECHNOLOGY
• Define mobile development strategy• Define long-term platform plan• Define capabilities that benefit the user on a mobile device
Source: Forrester
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Thank Youhttp://blog.slalom.com/author/nitivaish/
Email: nitiv@slalom.com
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