Connecting the Omni Channel€¦ · · 2015-06-08advises the agent that she will need to confer...

Connecting the Omni ChannelCustomer Experience

May 2015

2

The PanelMichael Slip, GMCommunications, Dimension Data

Mitchell Hawke, National ManagerCloud Communications, Dimension Data

Matt Freedman, DirectorDigital Services, Oakton

3

Multi-channel versus Omni-channel

4

4 : 64

Go Digital or DieAs enterprises embrace the potential of digital channels there

is a health warning:

Go Digital or Die!

10 years ago there was no social media or smart phone

devices and very little web chat. These things have

revolutionised the way customer service is delivered

From an operational, technology and people perspective,

there are huge challenges and few warning signs to consider

as we enter the Digital Age of contact centres

Context:

!Digital contact is establishing itself

as a first choice option – both for

customers and organisations

Where does CX fit in your organization ?

What does Customer Experience mean to you?

of buyers will pay more for

a better customer

experience,

86%

Source: Forbes, 2014

of buyers will pay more for

a better customer

experience,

of customers feel vendors

consistently meet their

expectations.

but only 1%

Source: Forbes, 2014

86%

say they deliver “superior”

customer service

80%100%

75%

50%

25%

0%

of companies

Source: The Customer Experience Index, Forrester, 2012

say they deliver “superior”

customer service

80%100%

75%

50%

25%

0%

of companies

think these same companies

deliver “superior” customer

service

8% of people

Source: The Customer Experience Index, Forrester, 2012

“Now to be truly

competitive your

company must become

customer obsessed,

which means you need to

have deep knowledge of

and engagement with

your customers.”

Winning in The Age of The Customer

Forrester Research Inc.

RightChannel

RightTime

RightContent

RightCustomer

Creating an extraordinary experience

So what does an Omni channel experience look like ?

Taking a holiday example

Jo is a 28 year old woman, married

with no kids. She works long hours

and keeps thinking she needs a

holiday.

It’s cold at the moment - wouldn’t it

nice to be laying on a beach

somewhere with her husband?

Jo is catching up on latest events on news.com.au and see’s a AirlineX ad for a

tropical holiday.

www

AirlineX

She visits the AirlineX website and this holiday isn’t quite right but she see’s some other

holidays that look good.

wwwwww

AirlineX Review Site

She goes to Holiday review websites to see what holiday options are around.

wwwwww

AirlineX Review Site

A few days later Jo does a Google search for “romantic getaway” and clicks on a paid ad from

TravelX.

wwwwwwwww

AirlineX Review Site TravelX

She ends up on the TravelX site where the main image is a mid 20s couple playing in the warm

clear blue water of a tropical island. She downloads an ebrochure, which comes with information about Thailand getaways, and

package deals for couples.

wwwwwwwww


She’s now heavily in the consideration phase and does some research from her mobile while

watching TV.

wwwwwwwww


Two days later Jo gets an email from TravelX, which she opens on her mobile. It has a

personal offer to her with a “book now” price.

The digital platform now matches all activity she’s done on both devices and builds on her

profile.

wwwwwwwww


SMS

She sends her husband a text message to confirms the dates.

wwwwwwwww

www


SMS

She goes online to book the holiday, and gets part way through the booking but is unsure of

what room option to take.

wwwwwwwww

www


SMS

Jo accepts a web chat invite, and gets some more information on the room options, but

advises the agent that she will need to confer with her husband in order to complete the

booking.

Customer agrees to a call-back tomorrow

wwwwwwwww

www


SMS

The next day a contact centre agent receives a work item with the partially completed form,

and an outbound call is connected to the customer. Agent and customer can quickly

confirm status and complete booking

wwwwwwwww

www


SMS

Jo gets an email confirming her booking including calendar invites and a link to manage

her booking.

wwwwwwwww

www


SMS

She makes a post on Facebook to here friends that she’s off on holidays soon.

wwwwwwwww

www


SMS

Goes to airline mobile app to request preferred seating

wwwwwwwww

www


SMS

A month before the holiday, her husband breaks his leg playing soccer.

Jo visits the website and can either, change the booking herself, choose a live chat or make a call.

wwwwwwwww

www


SMS

She wants to ask some questions so calls TravelXto see if they can change the dates. The

operator is very helpful and rebooks the holiday.

wwwwwwwww

www


SMS

Jo gets an email confirming her update booking including calendar invites and a link to manage

her booking.

wwwwwwwww

www


SMS

She was so happy about how easy the experience was she tells all her friends on

Facebook

wwwwwwwww

www


SMS

Week before the flight she gets a reminder email with the itinerary with a “What’s On” in

the area she’s staying.

wwwwwwwww

www


SMS

Jo has a fantastic holiday and She makes a tells all her friends about it Facebook.

wwwwwwwww

www


SMS

First day back in the office she start’s thinking about her next holiday, let’s have a look at what

TravelX has to offer!

What’s stopping your from providing a connected Customer Experience

39

Customer engagement hubC

HA

NN

EL

SE

NG

AG

EM

EN

T H

UB

RE

SO

UR

CE

S

Interaction Routing

Workforce

OptimisationMa

na

ge

ment

& A

dm

in

Bu

sin

ess

Syste

ms

Analytics Self ServiceInteraction

Management

Phone SMS Mobile Internet Email Facebook Twitter Video

Digital Systems

Typical Digital Ecosystem

Off Platform Services

On Platform Services

Microsite

Microsite

Microsite

B2B

Social

Social Enabled

• Like

• Share

• Blog

• Communities

• Forums

Social

Facebook

Google +

Twitter -

Linked In

B2C

B2B

Intranet /

Extranet

CRM

Marketing

Automation

Customer

Hubs

Marketing

Automation

•Email

•Social

•SMS

•Live chat

•Popup,

•Phone

•Letter

•Send package

Personalisation from Patterns of Behaviour

Overt – Site Login

Covert – Trigger based on behaviour

• site content

• site views

• services available

• marketing initiated

Social Login

• Seamless interactions

• Source data on users to

develop personas to target

and monitor

Digital Data Science

• Design information architecture to enable data collection and

analysis, integrated across customer lifecycle

• Design data collection parameters

• Design digital assets to enable customer related data update for

currency and accuracy

• Analyse interactions, patterns of behaviours and social data

• Segment data based on patterns of behaviour to create

meaningful clusters / personas for marketing

Campaign Hubs / On-platform Microsites

• Build microsite assets to sit within the www framework to

allow content and user retention

Services Layer - Platform & Infrastructure Systems and Applications

Small group highly engaged

- Target key bloggers

Publishers

Digital / Online Advertisers

Tactical eg 1 Day to 12 weeks

Co-created content partnerships

• Careful re user data ownership

Microsite development

• Creative Agencies

Social

Social

Mobile

DesktopeCommerce

Digital Experience Platform

Intranet, Employee Collaboration

Marketing Automation / CRM

Social

Single view of Customer

Digital Solutions

Single View of Customer

Customer

Matching

Next Best

Action

Intelligent

Engagement

Customer

on a Page

Cleanse, standardise, match

and merge customer data from

multiple sources to create a

single customer record.

Bring a range of structured

and unstructured data about

your customer together into a

single portal with advanced

search.

Use predictive analytics to

determine next best action or

offer that can be used to drive

personalised customer

experience.

Automate customer

interaction by fielding and

answering questions in

natural language with

informed, evidence-based

reasoning.

Customer

Analytics

Advanced customer analytics

based on customer

interactions including

customer segmentation, RFM,

behavioral analysis etc.

44

1. customer experience is an increasingly critical business priority

2. customers travel in interaction journeys with Digital a

dominating entry point or stop on the way (or destination)

3. Omni-Channel is best practice for transition from self service to assisted service

4. IT solutions and departments heavily siloed and

unable to support Ominchannel

Summary

45

1. Know your 4:64 customer journeys

2. Know the solution ecosystems across siloed digital self

service and human assistance

3. Know the IT roadmap for investment / change triggers to leverage as

opportunities to take step change towards OmniChannel

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Connecting the Omni Channel€¦ · · 2015-06-08advises the agent that she will need to confer...

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