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Delivering Omnichannel: From The Back-End To The Front-End and Beyond
 

Delivering Omnichannel: From The Back-End To The Front-End and Beyond

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Speakers: Larry Freed of ForeSee & Casey Shea of UXC Eclipse ...

Speakers: Larry Freed of ForeSee & Casey Shea of UXC Eclipse

The term "omnichannel" conjures up thoughts of a consistent and excellent brand experience enjoyed by shoppers across all channels. But the brand experience is just the marionette of the performance. The puppeteer pulling the strings is proper supply chain execution.

The brand experience is only as good as the inner workings that make it happen. Those components include business intelligence tools such as Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM). This webinar will guide retailers through the proper performance of today's best-in-class ERP and CRM solutions that help deliver the command performance shoppers are demanding.

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    Delivering Omnichannel: From The Back-End To The Front-End and Beyond Delivering Omnichannel: From The Back-End To The Front-End and Beyond Presentation Transcript

    • Delivering  Omnichannel:     From  The  Back-­‐End  To  The     Front-­‐End  And  Beyond   Presented by Session sponsored by
    • Follow  this  Webinar  on  Twi1er     #RetailCCS   @ConnectConsumer   @RTouchPoints   #RetailCCS
    • About  CCS  2013   ü 5 Webinars, 4 Days ü Sessions covering Store Ops, X-Channel, Loyalty, ü Featuring industry analysts and consultants ü Free for Retail executives Big Data & more www.retailtouchpoints.com/special-connected-consumer-series-2013 #CCSeries13
    • Welcome  Webinar  A1endees   #RetailCCS
    • Xbox  One  Giveaway   Enter to win an Xbox One by attending at least two sessions from this week’s webinar series! #RetailCCS *Visit the contest rules page for more information.
    • About  Retail  TouchPoints   ü Launched in 2007 ü Over 28,000 subscribers ü To provide executives with relevant, insightful content across a variety of digital medium #RetailCCS
    • Panelists   Casey Shea Larry Freed Retail Business Development Manager UXC Eclipse President & CEO ForeSee MODERATOR #RetailCCS Debbie Hauss Editor-In-Chief Retail TouchPoints
    • INNOVATING ANALYTICS: COLLECTING & INTEGRATING THE DATA TO SUCCEED IN OMNICHANNEL RETAILING Larry Freed, President and CEO, ForeSee Larry.Freed@ForeSee.com t: @larryfreed
    • Leveraging Customer Experience for Business Success Increase the Velocity of Growth ►  ►  ►  Customer Retention Customer Upsell Acquire New Customers ►  Through marketing ►  Through word of mouth Allocate finite resources with higher precision, bigger impact and minimum waste Win more business than competitors Innovating Analytics @LarryFreed
    • The Evolving Consumer Lower Switching Costs Consumer in Charge Innovating Analytics @LarryFreed
    • If you aren’t measuring Customer Experience… Poor investments and missed opportunities •  Disappointing channel outcomes at the expense of overall brand •  You risk: •  Internal disconnects exposed to your customers The CUSTOMER EXPERIENCE 86% of leaders place has emerged as the single most Customer Experience as important aspect in achieving their TOP strategic priority. success for companies across all industries. --Forrester --Peppers and Rogers Group Innovating Analytics 59% of large companies have ambitions to be industry leaders in customer experience within three years. --Temkin Group @LarryFreed
    • STATUS QUO IS NOT ENOUGH Innovating Analytics @LarryFreed
    • Tracking behavior is backward looking Status Quo: Next Generation: Behavioral data Voice of Customer Innovating Analytics @LarryFreed
    • Listening to feedback alone can be misleading ►  ►  ►  Social Social media chatter and feedback feedback companies receive directly via e-mails or phone calls is focused on the ends of the spectrum chasing ‘squeaky wheels’ & ignoring the ‘silent majority’ Feedback direct to the company and via Social is dominated by extreme opinions ►  This results in chasing the squeaky wheel and ignoring the silent majority Status Quo: Next Generation: Behavioral data Opt-in Feedback Voice of Customer VOC Measurement Innovating Analytics @LarryFreed
    • Siloed metrics provide limited insight Traditional Metrics are Single Channel only Consumers are multi-channel, multi-device Status Quo: Next Generation: Behavioral data Opt-in Feedback Innovating Analytics Siloed, Single Channel Voice of Customer VOC Measurement Integrated, Multichannel @LarryFreed
    • THE NEXT GENERATION CUSTOMER EXPERIENCE ANALYTICS ►  Multi-channel Integration Innovation Innovating Analytics @LarryFreed
    • The Multi-Channel Customer Experience m. m. app site 48% Multi-Channel 52% Single Channel Data Source: ForeSee Q3 Top Brands Research Innovating Analytics @LarryFreed
    • The Multi-Channel Customer Experience m. app 48% m. site Multi-Channel Data Source: ForeSee Q3 Top Brands Research Innovating Analytics @LarryFreed
    • The Multi-Channel Customer Experience Eric Feinberg Check it out! Just got a great deal on a Samsung 46 in LED Smart TV at Target! Just in time to enjoy #BowlGames Retweeted by Sarah Allen-Short Innovating Analytics @LarryFreed
    • The Multi-Channel Customer Experience Innovating Analytics @LarryFreed
    • Innovating Analytics @LarryFreed
    • The Multi-Channel Customer Experience Innovating Analytics @LarryFreed
    • The Multi-Channel Customer Experience Innovating Analytics @LarryFreed
    • The Multi-Channel Customer Experience Innovating Analytics @LarryFreed
    • The Multi-Channel Customer Experience Innovating Analytics @LarryFreed
    • The Multi-Channel Customer Experience Innovating Analytics @LarryFreed
    • The Multi-Channel Customer Experience Innovating Analytics @LarryFreed
    • False Positives, False Negatives Behavioral ►  Natural Web Search ►  Cart Abandonment Reality ►  Successful Social Media Recommendation ►  Successful Research Experience ►  Mobile Site Abandonment ►  Successful Mobile Companion Experience SUCCESSFUL MULTI-CHANNEL, MULTI-DEVICE EXPERIENCE Innovating Analytics @LarryFreed
    • THE NEXT GENERATION CUSTOMER EXPERIENCE ANALYTICS Multi-channel ►  Integration Innovation Innovating Analytics @LarryFreed
    • Next Generation Customer Experience Analytics: Integration Integrated Metrics = Better Metrics = Better Business Decisions = Better Customer Experience = Better Corporate Performance Innovating Analytics @LarryFreed
    • THE NEXT GENERATION CUSTOMER EXPERIENCE ANALYTICS Multi-channel Integration ►  Innovation Innovating Analytics @LarryFreed
    • Innovation: Introducing the Word of Mouth Index The Next Generation of Net Promoter Score (NPS) Innovating Analytics @LarryFreed
    • Leveraging Customer Experience for Business Success Increase the Velocity of Growth ►  ►  ►  Customer Retention Customer Upsell Acquire New Customers ►  Through marketing ►  Through word of mouth Innovating Analytics @LarryFreed
    • Leveraging Customer Experience for Business Success Increase the Velocity of Growth ►  ►  ►  Customer Retention Customer Upsell Acquire New Customers ►  Through marketing ►  Through word of mouth à Net Promoter Score (NPS) Innovating Analytics @LarryFreed
    • What is NPS How likely are you to recommend us to a friend or colleague? 0 1 2 3 Detractors 4 5 6 7 8 Passives 9 10 Promoters NPS = % Promoters - % Detractors Innovating Analytics @LarryFreed
    • NPS Positives ►  The importance of the customer ►  The power of positive word of mouth ►  Easy and simple for company leaders to understand ►  Rallying the entire organization around the importance of the customer …low hanging fruit Innovating Analytics @LarryFreed
    • NPS Fundamentally Flawed: Assumes Non-recommenders = Detractors 0 1 2 3 X Detractors Innovating Analytics 4 5 6 7 8 Passives 9 10 Promoters @LarryFreed
    • Word of Mouth Index (WoMI) Likelihood to recommend Likelihood to discourage Positive Word of Mouth True Promoters® Negative Word of Mouth True Detractors® Innovating Analytics @LarryFreed
    • Word of Mouth Index (WoMI) True Promoters® NPS = Innovating Analytics Recommend % of 9s and 10s Discourage % of 9s and 10s Promoters WoMI = True Detractors® Detractors Recommend % of 9s and 10s Recommend % of 1s - 6s @LarryFreed
    • Word of Mouth Index (WoMI) Implemented new question: “How likely are you to discourage someone from doing business with this company?” November 2011 to May 2013 1,600,000 275 427 Innovating Analytics Harris Poll: Confidence in Congress Stays at Lowest Point in Almost 50 years 2,060 April 9-17, 2012 Pew Poll: Big Generation Gap at the Polls is Echoed in Attitudes on Budget Tradeoffs 2,511 Nov. 28 to Dec. 5, 2012 Gallup Poll: Fewer Americans Now View Their Income Taxes as Fair 1,005 April 4-7, 2013 @LarryFreed
    • NPS Overstates Detractors On average, NPS overstates detractors: 780% Data Source: ForeSee Q3 Research Innovating Analytics @LarryFreed
    • NPS Overstates Detractors Computers/Electronics Manufacturers Consumer Packaged Goods Retail Financial Services 1143% 810% B2B 759% 561% Automotive 479% 309% Data Source: ForeSee Q3 Research Innovating Analytics @LarryFreed
    • WoMI True Detractors vs NPS Detractors overstatement overstatement 900% 2100% NPS-Defined Detractors: NPS-Defined 10% WoMI-Defined True Detractors: Detractors: 22% WoMI-Defined 1% True Detractors: 1% overstatement overstatement 900% 467% NPS-Defined Detractors: NPS-Defined 10% WoMI-Defined True Detractors: Detractors: 17% WoMI-Defined 1% True Detractors: 3% Data Source: ForeSee Q3 Research Innovating Analytics @LarryFreed
    • WoMI + NPS = Better Metrics Innovating Analytics @LarryFreed
    • Next Generation Customer Experience Analytics Utilizing multi-channel predictive analytics in the measurement and analysis of the customer experience radically changing the way critical investments and decisions are made, leading to a competitive advantage Founded in 2001, a heritage of technology, innovation and scientific rigor Innovating Analytics @LarryFreed
    • ForeSee cx360 Platform Voice of Customer Measurement Predictive Analytics Prioritization Visualization COMMUNICATION VISIBILITY ForeSee Customer Experience Analytics Platform Benchmarking Integration Innovating Analytics @LarryFreed
    • Some of the Companies We Measure Over 700 customers ● Over 1000 active measures Over 95 million surveys collected ● Over 80 industry benchmarks 1/2 of the Fortune 100 ● 1/2 of the Top 100 Retailers 6 of the Top 10 Banks ● Over 90% Customer Renewal Innovating Analytics @LarryFreed
    • Takeaways 1.  You cannot manage what you do not measure 2.  If you’re not measuring the customer experience you’re operating in the dark 3.  Measure from the customers’ perspective – not just the organization’s 4.  Consumers are multi-channel, your measurements and analytics need to be 5.  Keep innovating and moving forward in order to stay ahead Innovating Analytics @LarryFreed
    • Larry Freed President & CEO ForeSee (734) 205-2555 Larry.Freed@foresee.com Twitter: @larryfreed www.foresee.com
    • Unless conventional merchants adopt an entirely new perspective – one that allows them to integrate disparate channels into a single, seamless omnichannel experience – they are likely to be swept away. Successful companies will engage customers through omnichannel retailing: a mashup of digital and physical experiences. Harvard Business Review, Dec. 2012
    • Why Microsoft in Retail? Greater than the sum of its parts Enabling Retailers to deliver the complete shopping experience Realize the future of retailing today
    • The Complete Shopping Experience Personal Seamless Differentiated from mass merchandise to personal merchandise from the company’s channel to my channel from standard to standout Connected without compromise Personally Relevant Agile & Opportunistic What they want – how, when, and where they choose Increase employee productivity & effectiveness Anticipate Trends & Capitalize on Opportunities
    • Microsoft Dynamics AX for Retail Consumers Corporate Accounts Kiosk Catalog Stores Web Mobile
    • Omni-channel Retail Brick and Mortar, eCommerce (incl. Storefront, 3P marketplaces, search and social) and mCommerce Store Social Front 3P MP ( FIS / FAST) Searc h MPI / Sites Store Systems / POS Store Server eCommerce Dynamics for Retail Customer Phone Product Catalog / Omni Channel Enrichment Merchandizing / Assortments / Pricing Promotions / Targeting Web Service Interface Retail Server Customer Loyalty Management Supply Chain Management Warehousing Logistics Core Operations BI / Data Mining
    • Intro to UXC Eclipse Quick  Facts   Revenue } •  Established  in  1986   •  Leading  AX  for  Retail  Microso  partner   } •  1  of  the  top  3  Microso  Dynamics  partners  globally   •  Inner  Circle  member  for  Microso  Dynamics  (Top  1%)   •  Over  400  staff  supporMng  1,400  global  customers   •  Publicly  owned,  UXC  Limited         }    Service  is  the  differen.ator  that  sets  us   apart.  We  offer  our  customers  genuine   } respect  and  invest  .me  in  understanding   their  business  goals  and  strategies.     David  Weiner   CEO,  UXC  Eclipse  North  America   FY 02 FY 13 Service  and  Support   •  Customer  service  focus  is  to  exceed   expectaMons   •  “Customer  for  life”  philosophy   •  24  x  7  x  365  support  from  dedicated  team   •  Focused  Account  Management  team   •  97%  customer  retenMon  rate  
    • Dynamics AX for Retail
    • Howard Tafler, Chief Financial Officer, DAVIDsTEA speaks about the decision to choose Microsoft Dynamics AX 2012 for Retail: “We needed an efficient end-to-end system that could help us better integrate our retail processes, as well as provide accurate, store level data to facilitate better decision-making. The solution also had to offer sustainability and scalability to accommodate our growth.” Howard Tafler Chief Financial Officer – DAVIDsTEA Read the full DAVIDsTEA case study at www.uxceclipse.com
    • Retail Customer Case Study DAVIDsTEA  is  a  US  and  Canada  mulM-­‐channel  retail  organizaMon  focused  on  the  sale  of  tea   and  tea  related  products.    Since  their  opening  in  2008,  the  business  has  expanded  to  over  80   stores,  and  they  plan  to  end  the  year  2012  with  upwards  of  140  stores.    Tea  and  accessories   are  available  in  store  locaMons  across  Canada,  online  and    select  locaMons  in  the  United   States. Customer Business Challenge •  •  •  Rapid growth in multiple countries No single source of the truth Inability to forecast demands, product and people Customer Results/Benefits Solution •  •  •  •  Microsoft Dynamics AX for Retail Integrated OmniChannel E-Commerce Advanced Demand and Allocation Planning Advanced Workforce Management •  •  •  •  Ability to rapidly expand into new markets Increase customer visibility Ability to forecast and budget enterprise needs Faster growth
    • Kick-off NRF in style by attending the Opening Night Reception at the Marriott Marquis Times Square More Modern More Mobile More Global Sunday Jan 12 5:30 – 7:30 pm Visit Booth # 2703 to learn more BIG !deas Session: Become a Dynamic Retailer and Make Sure You’re Ready for What’s Next Follow all the action live on Twitter and Facebook Monday Jan 13 @msretail FB.com/MicrosoftforRetail 3:15 – 4:15 pm
    • Help  us  Support  RetailROI  at  NRF  this  year…   Schedule  a  meeDng  with  UXC  Eclipse  at  NRF  and  aIend   it,  and  UXC  Eclipse  will  donate  $25  to  RetailROI.       The  Purpose  of  the  Retail  Orphan  IniMaMve  (RetailROI)  is   to  raise  awareness  and  provide  real  soluMons  for  the   more  than  400  million  vulnerable  children  worldwide.     Visit  www.retailroi.org  for  more  informaMon.       To  schedule  a  meeMng,  send  an  email  to   araines@uxceclipse.com  with  the  subject  line  NRF   MeeMng.   #RetailCCS  
    • Q  &  A  //  Panelists   Casey Shea Larry Freed Retail Business Development Manager UXC Eclipse President & CEO ForeSee MODERATOR #RetailCCS Debbie Hauss Editor-In-Chief Retail TouchPoints
    • Xbox  One  Giveaway   Enter to win an Xbox One by attending at least two sessions (live or on-demand) from this week’s webinar series! #RetailCCS *Visit the contest rules page for more information.
    • Thank  You    For  Joining  Us   This  marks  the  end  of  this  Connected  Consumer  Series!     Download  and  view  all     on-­‐demand  sessions  at:   www.retailtouchpoints.com/special-connected-consumer-series-2013 #CCSeries13