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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

E-mail

Twitter

Blog

Facebook

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

https://www.youtube.com/watch?v=EHMXXOB6qPA

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?

https://www.youtube.com/watch?v=qu9ImFMLYxw

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