Omnichannel Marketing: How to achieve a truly integrated multichannel strategy
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Transcript of Omnichannel Marketing: How to achieve a truly integrated multichannel strategy
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
10th Strategic Marketing and Branding Forum
Amsterdam, April 14th &15th 2016
OMNICHANNEL MARKETING How to achieve a truly integrated
multichannel strategy
LUISELLA GIANI | @luisella
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
EhiErika!I’dlovetogotoseetheSimbolismexhibi7onthisweekend…
Sure!Let’sgotogether…whataboutSunday?
Itworksforme!
Ok!Let’smeetat2pmatPalazzoDucale
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
My expectation is that I can get products, content, services I want QUICKLY, SMOOTHLY and SIMPLY in one-tap, in my immediate CONTEXT and the MOMENT of need.
…SundayDO YOU WANT TO JUMP THE QUEUE?
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
#YOU #REALLY #DON’T #UNDERSTAND #WHAT #I DO NEED?
Do you know the PAIN POINTS of CROSSCHANNELS customers’ experience? Do you think about his experience as mobile VERSUS online VERSUS point of sale ?
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
HOW
WHAT
WHEN in the CHANNEL
with true CONTINUITY of experience.
I WANT
What is Omnichannel? As a consumer I expect to buy
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Purchasing decisions are influenced by multiple screens. Omnichannel shop is part of the customer expectations. 2/3 of customers have made a purchase in the last 6 months that involved multiple channels (2015)
Source: Ofcom's 2014 (UK)
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
STORYTELLING doesn’t mean telling stories. Content shared must be true and autenthic
TRUST
SHARE
PEER REVIEW
COM PARE
PURCHASE
DECIDE
EVANGELIZE
RESEARCH
SHARE
DISCOVER
SEARCH
RESEARCH
TRUST
AWARENESS CONSIDERATION PURCHASE
BUYER
INFLUENCER
Digital
Peers
Events
Social Media
Web/Mobile
Company web/ mobile sites
Sales
PREFERENCE
LOYALTY
ACTION
AWARENESS
CONSIDERATION
INBOUND
Want to know
Want to buy
Want to do
Want to go
Decentralised, mobile centric, micro-moments driven Customer Experience
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
24/7 access
more connectedness and SOCIAL MEDIA customer service
PRICE transparency
enhanced purchasing and PERSONALIZED experience
B2C customer experience has influenced B2B customers’ expectations
B2B customers now typically expect
$559 billion
*2013 sales USA, Forrester Research
B2B ecommerce has more than doubled B2C*
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
eCommerce market growth
DEVELOPING REGIONS (APAC,LatAm, Eastern Europe): financial and logistic infrastructure
17% CAGR online retail Vs 3% brick and mortar
DEVELOPED REGIONS: integrate store and online for Omnichannel
Global online sales expected to double every 5 years 2021: $3.5 trillion 2015: $7 trillion
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Customers eXperience is today’s business benchmark.
Is it the end of branding and marketing? No. A strong brand strategy must guide the CX. The Brand is the reason to choose, the company identity, its uniqueness. Marketing is the voice of the brand both in and outside of the organization. CX role is to implement the brand promise.
TRANSPARENCY IMMEDIACY CONTEXT ON DEMAND
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
0%2%4%6%8%10%12%14%16%
AvgBrick&Mortar Avg..com
Colonna2
Colonna2
CUSTOMER SERVICE Impact on profit BUYER JOURNEY
Contact with the brand starts early in the process. The company can control the journey through the sales reps.
Marketing Sales
Marketing Sales Post-
purchase experience
Prospects contact the brand when 80% of the buyer journey is completed. Marketing owns a much bigger piece of the lead to revenue.
BRICK AND MORTAR: missed cross dock scheduling or delay in LTL replenishment= increased likehood of shelf. OUT OF STOCK
OMNICHANNEL: delayed online order fullfillment from warehouse fullfillment = 100% UNHAPPY CUSTOMER
VS.
IN-SHOP EXPERIENCE
Omichannel impact
Digital interactions influence
36 cents of every dollar spent in a brick & mortar store
22% spend more at the store if digitally influenced. 55% of online shoppers would prefer to buy from a merchant with a physical store presence over an online-only retailer.
Source RetailNext
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
0%2%4%6%8%10%12%14%16%
AvgBrick&Mortar Avg..com
Colonna2
Colonna2
Impact on profit
Omichannel impact
CUSTOMER SERVICE traditional + online (as well on social media) Customer service as source for content marketing TOOL: Social Media listening CRM (claims, complains)
SUPPLY CHAIN Fullfillment must be aligned with the customer promise. Start with target segmentation and delivery time expected. HOW: flexible fulfillment network
ROPO EFFECT Research online purchase offline. Personalisation of the offer as key differentiator renewed role of the store TOOL: Data from CRM; ecommerce, websites
CUSTOMER SERVICE IN-SHOP EXPERIENCE BUYER JOURNEY
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Key Users / Functional Users
Global Service desk - Open Bridge - Outage
Notification Provides Ticket#
L2 Support team - Initial
Triaging - Assess
Impact
Regional Core team & Global Lead - Impact assessment - Prioritization - Global
Communications - Release schedule
End Users/ Customers
Raise Ticket
Assigns Ticket to L2 support team
Identify Issues
Ticket resolved
Escalation Resolution Approved& Validated
-Outage Communications -Request to open resolution bridge
Call center/ sales rep. LOCAL LEVEL
Traditional Customer service & CRM
POSITIVE:allclaimsonCRMGranularitySales-CSR-productteamsinvolved
CHALLENGE:TradionalchannelsonlySeveralstepstosolvetheissueFrequentescala7on
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Customer service & chat apps
+40% questions overnight +250% YoY 5 avg. questions minute Peak days: 13 questions/ minute 1 questions every 5 seconds
Launched July 2015.
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
It’s not physical OR Digital it’s physical with Digital
Store, digital and multichannel shopping preferences
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Fulfillment methods used by leading retailers
In-shop experience evolution
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Fulfillment must start with a clear segmentation based on your strategic bet on future customer(s) promise
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Omichannel VS. traditional supply chain
NETWORK FOOTPRINT
Store location key Less demand volatility
CHALLENGES BRICK&MORTAR OMNICHANNEL
INVENTORY MANAGEMENT
WAREHOUSE OPERATIONS
FRONT&BACK END SYSTEMS
Visibility at pallet level Fewer, Higher velocity SKU
High volume cases Replenish stores
Limited need for real time integration analytics
Store+warehouse key More demand volatility
Visibility at baske level More, thin SKU
Low volume eaches units Building consulmer baskets
Real time big data analytics and integration critical
Source A.T. Kearney
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
MARKETING, CSR, IT AND SALES WORK TOGETHER. CRM integrated with Marketing automation tools, ERP,
brand websites, eCommerce and their analytics.
“To be competitive in the Digital Darwinism era is a must to change the
HOW TO “
37% 43% 72%
THINK IS NOT USEFUL
USE HALF FEATURES
DIFFICULT TO USE
15%INCREASE OF SALES REP PRODUCTIVITY WITH CRM MOBILE
APPS
20-40%INCREASE OF CUSTOMER
SPENDING IN THEIR NEXT INTERACTION
CRM BENEFITS SALES REP. ON CRM
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Why should I spend my time
on data input?
When I do know my customer since years?
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
1. Need insights to plan for splitting time between prospects and existing customers effectively
2. Prospects are normally happy with suppliers and identifying the right prospects ready for change is a challenge
3. Marketing does not provide qualified leads. Need to make newsletters more effective.
4. Need to make interactions with systems easy and simple. Have too many databases and tools to work with.
5. Prospect lists are not loaded in SFDC today
6. Call reports require too much information and are not actionable. Sharing via email does not send attachments and only 1 customer contact can be picked.
7. Need more support from technical reps 8. Offer/Quotation process not simple and
finding an offer after sometime is time consuming
9. Alerts to remind sales reps about an open offer/quotation or if customer has not ordered in a few months
10. Route planning for customer and prospect meetings is very manual
11. Need an easy way to access product collateral, presentations and case studies to prep for customer meetings
12. Easier way to access TDS and other product technical information
13. Pricing model is too complex and price list updates sent via email
IDENTIFY PROSPECTS, MEETINGS NEW
CUSTOMERS
EXISTING CUSTOMER MEETINGS, OFFERS AND
REVENUE GROWTH
NEW OPPORTUNITY IDENTIFICATION
14. Opportunities are not consistently entered for all opportunities greater than 5000 Euros. Reasons for win or loss not captured consistently and shared.
15. New product requests are not supported well by the organization
ACCOUNT AND TERRITORY PLANNING
16. To help with territory planning need a dashboard to see complete 360 degree view of customer, sales volume, last order, last open invoice, past dues, sales history this year vs. last year by product
17. Ability to easily identify whitespaces – product recommendations based on sales at other similar customers; Cross-sell/up-sell recommendations
18. Weekly sales reviews require reports using spreadsheets
19. Need better customer data on competitors and products purchased for proactive account planning
CRM&Sales Rep: Key Pain Points
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
20. Spending a lot of time following up on complaints
21. Handling language issues with French center
22. Need to follow up via email and phone with a lot of internal departments
23. Not easy to search for best practices based on how other sales people have handled certain situations for a customer
37. Simplify forms and reduce fields
ACCOUNT RELATIONSHIP MANAGEMENT
24. Creating new customers in SAP is a long process and need to reduce the cycle time
38. Account data synchronization between SAP and SFDC. Customer hierarchy is different between the systems. Changes are complicated and manual
39. Salesforce.com and Talend integration for customer master synchronization. Talend not acessible via mobile/tablet devices
NEW CUSTOMER ONBOARDING
25. Complex process to create an offer – check product code in SAP, Pricing in spreadsheet and then create offer in SFDC
26. Offers are sent from SFDC via email and are difficult to find, also attachments are not saved
27. To override a price, they have an approval process in SFDC. But even if the price is approved, the sales office has to reconcile an exception spreadsheet they get from HQ on a monthly basis that takes time.
28. Pricing approval process takes too long. There are too many requests and approval processes.
29. Need ability to easily attach an email to an account or case to reduce data entry
INQUIRIES, OFFERS, PRICING & ORDER ENTRY
30. Response to customers delayed due to limited availability of product management
31. Communication to product management is only via email and not linked to customer record
32. Repository of TDS does not exist for sales reps and sales office to quickly find them. Finding documents in SFDC is not easy.
33. Knowledge base of technical support FAQ to reduce dependence on product management
34. Sending an alert/reminder on a complaint after a specified number of days of creation will help ensure follow up
CUSTOMER CASE, TECHNICAL SUPPORT AND
COMPLAINT HANDLING
CRM&Sales Rep: Key Pain Points
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
9
3
1
4
12
10
15 16
6
5
11 8
Bus
ines
s Va
lue
Ease of Execution
CRM Solutions Value Map
“Must Haves”
“Low Hanging
Fruit”
“Lower Value and Harder to Implement”
“Quick Hits”
1. Mobile Application 2. Account and Territory Planning 3. Route Planning 4. Content Management and
Sales Enablement 5. Simplify Call Report process 6. Opportunity to Quote/Offer
solution 7. Collaboration through Chatter 8. Case with SLAs 9. Integration with MS Outlook 10. Sales reviews with
Dashboards 11. Customer Story Tool 12. Lead Mgmt and Scoring 13. Customer on-boarding 14. Simplify Pricing model 15. Simplify Credit and Debit
notes 16. Simplify Lab work requests
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @[email protected]!@luisella linkedin.com/in/luisellagiani
Luisella Giani!