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More overview, efficiency and turnover: The blueprint for successful Multichannel in Business-to-Business (B2B).
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More overview, efficiency and turnover: The blueprint for successful Multichannel in Business-to-Business (B2B).


Copyright Foryouandyourcustomers

Copyright Foryouandyourcustomers

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  • 1. More overview, efficiency and turnover: Theblueprint for successful Multichannel inBusiness-to-Business (B2B). Jonathan Möller, Founder of foryouandyourcustomers,presents the «Executive Summary onMultichannel-Business» at the Multichannel2013 in Utrecht.
  • 2. Source: foryouandyourcustomers, input by apextwoWhat are the differences between B2C and B2B? The bordersare blurring more and more.Business-to-Consumer (B2C) Business-to-Business (B2B)Product driven Relationship drivenMaximize the value of the transaction Maximize the value of the relationshipLarge target market Small, focused target marketSingle step buying process, shorter sales cycle Multi-step buying process, longer sales cycleBrand identity created through repetition and imagery Brand identity created on personal relationshipMerchandising and point of purchase activities Educational and awareness building activitiesEmotional buying decision based on status, desire, orpriceRational buying decision based on business valueDemand generation Lead generationSmall to medium assortment, mainly standard products Medium to large assortment, many special products
  • 3. Multichannel Reality: Customers are using many touchpoints inmany different channels on their «customer journeys».LoyaltyServicePurchaseConsiderationSource: foryouandyourcustomersAwareness
  • 4. You can loose your (potential) customers at any touchpoint onthe customer journey for the benefit of your competition.LoyaltyServicePurchaseConsiderationSource: foryouandyourcustomersAwarenessTouchpoint with RetailerTouchpoint with Competition
  • 5. Source: foryouandyourcustomersDo customer change? Or do the surroundings change? Severaltrends appeared in the last some years.Any ChannelAny TimeMoretouchpointsMore comparison,steeper competitionLess timeper touchpointHigh expectationsper touchpointAny PlaceOne Stop / Full ServiceAlways «Now!»Personal Service
  • 6. The model for Multichannel Business by foryouandyourcustomers gives overview and helps to make smart decisions.Source: foryouandyourcustomersCustomerCompany
  • 7. The model for Multichannel Business by foryouandyourcustomers gives overview and helps to make smart decisions.Source: foryouandyourcustomersData Organization Channels Customer
  • 8. LoyaltyServicePurchaseConsiderationAwarenessSource: foryouandyourcustomers«The User-Facing»: channels for successful customer journeys(and transformations).
  • 9. LoyaltyServicePurchaseConsiderationAwarenessSource: foryouandyourcustomersDid you create your «multichannel map» already? Do you havea written «job profile» for each channel?«Job Profile» of the Yearly Print Catalogue:- Channel type- Target groups / Stage of journey- Users coming from... guiding them to...- Opportunities- Experience: Thinking, Feeling, Actions- Statistics- Plannings- Costs- Short term plans, Vision- Competition
  • 10. Source: foryouandyourcustomersPlanning & steeringPublication into the channelsFeedback from the channelsChoice of offers (personalization)Placement of offers (merchandising)Performance measurement«The Connecting»: Organization, Processes & Tools to managechannels efficiently and reasonably («Channel-Management»).
  • 11. «The Foundation»: Data and data structure is the foundation ofthe business.Source: foryouandyourcustomersCampaignsServicesSuppliesOrdersCustomersProducts
  • 12. The model for Multichannel Business by foryouandyourcustomers gives overview and helps to make smart decisions.Source: foryouandyourcustomersData Organization Channels Customer
  • 13. Small Intermezzo: What do these items have in common?Source: foryouandyourcustomers
  • 14. Source: foryouandyourcustomersThe iPhone (or Samsung, Nokia, Blackberry, HTC, etc.) mastersthe core functionalities of all these items.
  • 15. «Multichannel-Business will be as simple for the customer anddemanding for the retailer like an iPhone!»Source: foryouandyourcustomersChannels Customer
  • 16. Data structures change every 20 years, processes every 5 andUser Interfaces every 2 years. But customers stay convenient.Source: foryouandyourcustomersevery 20 yearsevery 5 yearsevery 2 years staysconvenientData Organization Channels Customer
  • 17. «Customer Transformation» first, then «Business Transformation». We call it «Multichannel Transformation».Source: foryouandyourcustomers... then «Business Transformation».«Customer Transformation» first ...This is «Multichannel Transformation» for you and ... ... for your customers!influenceableUnder your direct influenceData Organization Channels Customer
  • 18. «Local relationships» as starting point for the business and forthe development to the multichannel enterprise.Source: foryouandyourcustomers
  • 19. «Efficient channels» as middle step to the multichannelenterprise: Expansion via efficient channels and new markets.Source: foryouandyourcustomers
  • 20. «Integrated customer journeys»: authentic, personalized andindividual «multichannel experience».Source: inspired by GDI, «Servicekultur im Netzzeitalter», 2011PurchaseTrustInformDiscoverConvinceConsultSearchExchangeShareComparePersonalizeDecideFind
  • 21. Three levels of maturity on the multichannel dimensionLevel of Maturity «Local Relationships» «Efficient Channels» «Integrated Customer Journeys»Driver Urbanity Competition SustainabilityFocus Business Efficiency RelationshipDescription Sales knows the customer.Business developed with localcustomers in mind.Expansion via new channels andmarkets. Driven by efficiency. Sales doesnot know the customer any more. Loyaltydrops.Organization recognizes the customeragain. Individual fulfillment of needs in realtime. Development of brand, offering andexperience.Context Local knowledge: geographic,target group.Contents: standards, comparability,linking of assortments, channels,processes, customers, etc.Awareness: relationships, change, trust,connected life, sustainability, etc.Experience Local, personal experience Efficient, aware-of-costs experience. Relationable, authentic, brand-developing,simple and sustainable experienceSource: foryouandyourcustomers
  • 22. foryouandyourcustomers in Amsterdam · Genf · München · Wien · ZürichJonathan Möllerhttp://jom.foryouandyourcustomers.comWhat can I do for you and your customers?btw: receive this presentation andstudy via new, extended version will be published on November7th 2013 at the RetailForum 2013 (German / English).