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Attract and retain

customers in an omnichannel world

Mario Kyriacou, Managing Partner

Ratio

17th August 2016

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Something about RATIO

The

difference

We believe

Insight, testing and optimisationis key to success

Digital strategy Digital campaigns

Web development Sitecore best practice

Continuous testing

and personalisation

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Why omnichannel?

Living in a complex world, omnichannel enables brands to

engage seamlessly with customers throughout a disjointed journey

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It’s all about the experience

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The challenge of attracting and

retaining customers Customers don’t just make decisions in-

store or with a sales person. Have you mapped the touchpoints?

Customers are continuously interacting with multiple channels across devices. Do you have a plan?

Customers only think about experiences when they are either great or really bad. Where do you sit?

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The channel dilemma

Omnichannelexperiences

Website

Social

Search

Mobile/AppIn-store

Sales

Call center

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Prioritise: strike a balance

Long term priority: Deliver a great experience to all customers by aligning technology, strategy and planning to deliver a seamless experience across - channel, device and location.

Short term priority: Drive sales, leads, enquiries, donations

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Six steps:attract and retain customers

in an omnichannel world 1: Analysis &

research

2: Map the

benefits

4: Technology

3: Risk &

dependencies

5: Apply

personalised

experiences

5: Optimise

touchpoints

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GOOD

BAD

UGLYTH

E

THE

AN

D T

HE

Understanding the risks and opportunities with your own brand experience

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Step 1: analysis and researchBefore you can begin to build a fuller omnichannelexperience you need to analyse your current experience:

Take a customer first perspective: explore how your customers interact with your company

Identify the ‘moments of impact’ customers have with your company e.g. interact with call centre

Look at your analytics: identify where engagement is low e.g. high bounce rate on mobile vs desktop

Explore how your customers would prefer to engage with you

Customer

interviews

Competitor

comparison

Data and

analytics

analysis

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Step 2: Map the benefits Build out a ‘capability map’ illustrating the impact new digital

capabilities will have on the business and the customer

Industry Digital capability Benefit to business Benefit to the customer

Not-for-profit

Donate by text message Capture revenue which may have been missed

Convenience: ability to easily donate without filling in a large form

Banking Arrange appointment with businessadvisor via app

Build stronger relationships with high value customers

Efficiency and convenience: avoid the hassle of phone and email

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Step 3: Risk and dependencies

CEO

Finance Marketing Sales IT

DIGITAL

Identify the risks to delivering true omnichannel experiences.

1. People

2. Skills

3. Technology

4. Processes

5. KPIs and measurement

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How do we design an experience which leverages and integrates all channels?

How do we measure and reward the work of all departments in driving sales and revenue?

Ask yourself

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Step 4: Technology

Map your current and proposed technology stack against the omnichannel capabilities you wish to implement.

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Step 5: Apply personalised experiences

Forrester, 2015

Data-driven Insight

Relevant communication

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Step 6 : Optimise touchpoints

Device LocationContent

consumption

Goals Triggered

# Visits Demographic

Purchases Spend Search

Website Mobile site Phone

Email Print In-store

Face-to-Face

App

Test and optimise

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Takeaways from session

1. Have a customer-first approach to building out omnichannel

2. Map out the ‘moments of impact’ customers have with your brand

3. Identify your short term and long term goals

4. Map your digital improvements against both your business and customer objectives

5. Don’t buy technology and then figure out a way to use it later

6. Testing and optimisation is key to improving the experience

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Q & A

Get in touch with Mario Kyriacou:

www.linkedin.com/in/mariokyriacou

Mario.kyriacou@ratiopartners.co.uk

@mario_kyriacou

www.ratiopartners.co.uk

Next webinar:

Planning an optimised content strategy

Wednesday, 24th August

2pm GMT

http://digitalsummit.ratiopartners.co.uk/