Why does it Makes Sense to Fully Understand Multichannel Issues?

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Today, there are 162 channels, which companies can use to communicate, sell and service to their customers. Every organisation uses about 80 channels often without being aware of all of them. Customers adapt quickly and naturally use the diversity of channels. For an organisation, it is very difficult to integrate new channels that fast. Even worse, the overall customer experience suffers and customers start to look at different suppliers with experiences fitting their expectations. In general it is clear, that companies, which are not updating the multichannel experience will loose revenue.

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<ul><li> 1. At the Annual Meeting of the Swiss FinanceInstitute, Jonathan Mller from foryouandyourcustomers explains Why it MakesSense to Fully Understand MultichannelIssues.</li></ul> <p> 2. avatars gameLoyalty ProgramVIPs/StarsComputer-AvatarespielVIPs/starscomputerRatings loyalty programCo-Browsingratings co-browsingMarke/Logobrand/logofile-sharing site mega storeZeitungswerbungnewspaper advertisingZeitungPodcastVerpackungpackage/wrappingRadioCouponPresseartikelJahrmarktannual fairsTauschhandelbarter tradeBrseOnline EmpfehlungSponsoringsponsoringAusstellungWarenkaufhaus(eWOM)EventseventsKundendienstKatalogEinkaufsstraeAuen-dienstProduct PlacementTV/FilmVerkaufspartyAktienbrseFachmarktWarenhaus-KetteShoppingCenterSupermarktOutletoutlet storeBahnhof/Flughafen-Shoppingstation/airport-shoppingConvenienceStoreconveniencestoreVerkaufsautomatenVerkaufsbusseFlyerCall CenterTelefonbestellungDirect MailingAuenwerbungPostbestellungExpress ShopShowroomsTry StoreStore in StoreMonobrand-StoresOnline Self-ServicePop-up StoreTankstellegasolinestationsOnlineOnline-Tauschbrse MegastoreVerein/ClubOnlineCommunityAppsPreisvergleichSuchmaschineSEOSEAE-BookWebsiteE-Mail-WerbungBlogChat/Call Me BackMobile ShopOnlineshopSocialCommerceE-Mail-BestellungE-MailSupportOnline-beraterOnlinevideoSmart WatchshopWerkstattverkaufGeschftTante-Emma-LadenHausierenCaf/RestaurantEmpfehlung (WOM)...Restaurant imShoppingCenterBuchTabakgeschftKioskInstoreCommunicationDigitalSignageMarktplatzBasarFugngerzoneZeitungsstandSchnellimbissGourmet-tempelPick-up Point...FaxbestellungSocialNetworkSpiele......um 1972um 1750um 1900heuteBeginn der erstenindustriellen Revolutionmit Innovationenwie Maschinen,Dampfantrieb,Eisenbahn, Kanle,Textilindustrie etc.Beginn der zweitenindustriellen Revolutionmit Innovationen wieStrombertragung,Glhbirne, Telefon,Beginn der drittenindustriellen Revolutionnewspapersradiocouponpress articlestock exchangeexhibitionsdepartment storesafter-salesservicecataloguesshopping streetexternalworkproduct placementTV/filmsales partystock marketsspecialist shopsdepartment storechainshoppingcenterssupermarketssales automatsale busesflyercall centerstelephone orderdirect mailingoutdoor advertisingpost orderexpress shopshowroomstry storestore in storemonobrand storesonline self-servicepop-up storeonlinepodcastonlinerecommendation (eWOM)association/clubonlinecommunityAppsprice comparisonsearch engineSEOSEAeBookonline vouchersWebsiteEmail-advertisingblogschat/call me backmobile shoponlineshopsocialcommerceSMSEmail-orderE-Mailsupportonline-FRQJXUDWRUonline-adviseronline videosmart watchfactory salefamily-run shopshawkingcaf/restaurantrecommendation (WOM)...restaurant inthe shoppingcenterbookstobacco shopinstorecommunicationdigitalsignagemarket placesbazaarpedestrian zonesbook stallfast foodgourmet-templepick-up point...fax ordersocialnetworkmobilegames......at 1972at 1750at 1900todaystart of the 1st industrialrevolution along withinnovations such asmachinery, steam drives,railroads, channels,textile industries etc.start of the 2nd industrialrevolution along withinnovations such aspower transmission,li ght bulbs, phones,start of the 3rd industrialrevolution along with 3. There are 162 channels which customers love to use. Which ofthem are you using for the relationship with your customer?foryouandyourcustomers 4. 1. There are many channels and the number isgrowing!2. Customers are using the diversity naturally can I keep up the pace as a supplier? 5. In particular we observe three relevant key concepts in thecontext of channelsIntegration ofEverythingLevel ofEngagement Individual,anticipated ServiceTOUCH ME NOW 6. http://www.nytimes.com/2012/02/19/magazine/shopping-habits.htmlAndrew Pole 7. Anticipatory Shipping by Amazonhttp://blogs.wsj.com/digits/2014/01/17/amazon-wants-to-ship-your-package-before-you-buy-it/ 8. 3. Touch Me Now means: Actively develop channelsand customer experiences. Or: How can we learnfast and act even faster?4. What do customers want? How do they act? 9. What does a Customer Journey look like today? An example:Persona Sarah Schfer (31y) from Blach.Sarah is pregnant. She and her husband are very much lookingforward to having their first baby. Every day, they discover newthings. A friend is telling them about a great product withOmega-3-Fettsuren. Sarah wants to learn more about it.I am so much looking forward to having a baby! But I am nervoustoo. Am I doing everything right? Did I forget anything? 10. What does a Customer Journey look like today? An example:Persona Sarah Schfer (31y) from Blach.There she findsthe topic PrenatalRegistration at theHealth Insurance.Is looking forOmega-3-Fettsuren onGoogle and findsthe websiteswissmom.ch.Sees a bannerProtect yourChild beforeBirth!, clicks itand arrives on amicrosite.Completes onlineform asking for ameeting with aninsurance agent.Insurancecompany calls toarrange for ameeting andreceives contactinformation.Sarah receivesconfirmation viaE-mail. It containsfurther informationon BabyPackage. 11. The Model for Multichannel Business by foryouandyourcustomers gives you a clear view on sophisticated Multichannel.FoundationData &amp; StructureOrchestrationOrganization,Processes &amp; ToolsshopUser OrientationChannelsCustomerand his Shopping ExperienceOrganizationProcessesToolsSource: Book Multichannel-Leitfaden, 2014 12. A good Foundation delivers Flexibility. If build upon, Orchestration adds Efficiency and User Orientation contributes Effectivity.FoundationData &amp; StructureOrchestrationOrganization,Processes &amp; ToolsshopUser OrientationChannelsCustomerand his Shopping ExperienceOrganizationProcessesToolsFlexibility+ Efficiency+ EffectivitySource: Book Multichannel-Leitfaden, 2014 13. 5. Customer Journey Analysis (Channel OPERA) tolearn fast6. Model for Multichannel Business to act faster 14. Maturity Level 1Local RelationshipsSource: Book Multichannel-Leitfaden, 2014Maturity Level 2Efficient ChannelsVergleichenberzeugenBeratenSuchenFindenEntscheidenIndividualisierenTeilenVertrauen AustauschenKaufenMaturity Level 3EntdeckenInformierenCustomer Oriented TouchpointsIndu s tr ialisationInd ivi dualisation 15. Understanding Multichannel Issues:Learn Fast, Act Faster.Channel OPERA: http://fyayc.com/operaMultichannel Business: http://fyayc.com/modelDownload Slides: http://fyayc.com/sfi2014Jonathan Mller+41 44 210 44 77jom@foryouandyourcustomers.comforyouandyourcustomers in Amsterdam Dusseldorf Munich Vienna Zurich </p>