Michelangelo Barbera - CRM Senior Consultant - Intervento a Smarter Engagement 2016: http://2016.smarterengagement.com/speaker/michelangelo-barbera/

1. Omnichannel
per il Marketing ed il Customer Service
L’importanza della vista unica cliente sia per il marketing e per il customer service
Michelangelo Barbera

2. Single -
Channel
Many -
channels
Multi -
channel
Omnichannel
Omnichannel – Key Points
• Client is always identified as a Single Customer and Contact history is kept and used
• No channel silos: operation as a single channel with a distinctive customer experience independently of
touch-points
• Customer journeys are seamless across channels and enhanced by Social Media, Mobility & Analytics
2
Expected Reality
Customer
Experience
Evaluation
Awareness
Consideration
Preference
Purchase
USE
Digital Channels & Omnichannel
Digital is key both in:
1. Digital Channels, i.e a plurality of channels
2. Multi/Omnichannel because the Digital technology is blending with traditional Physical & Voice channels
Marketing , Sales & Service
are blending

3. 3
“Pure” Digital Channels
A variety of “Pure” Digital Channels exists mostly being “Audience Channels”
“Old”
• Websites (and Mobile Sites)
• SMS
• E-Mail
• Blogs
• Podcasts
• …
“New”
• Mobile Apps
• Twitter
• Facebook
• Linkedin
• You Tube
• Google and Google+ and…
• Pinterest
• WhatsApp
• Instagram
• Skipe
• …
And …
• Bing
• Baidu
• Foursquare
• Spotify
• Proprietary Communities, e.g. Lady Gaga, Starbucks, …
And More and More… But do you remember My Space?

4. Key Business Models in Digital Channels are typically one of or a combination of 3
drivers
KEY OBJECTIVE FOCUS EXAMPLE
Share of Eyes Balls Audience
Market Share Transactions
Share of Portfolio Client Loyalty
Digital Channels - Key Business Models
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A Single Customer View is key, even in Audience Business Models

5. Why Audiences are so important & The Search for “Alphas”
• Audiences are made of 3 key “segments”:
1. Seekers: looking for information or entertainment
2. Amplifiers: They share content or experiences of their interest to inform or entertain their own
audiences
 They are very “Marketing valuable” to extend the brand reach and communicate messages but… they
are not loyal and may be competing with you on Audiences
3. Joiners (Subscribers, Fans & Followers): The like, they follow, they subscribe and ultimately… They Buy
and Make other people Buy !
• Influencers, both “Amplifiers” and “Joiners”, are key for Digital Marketing effectiveness
– Need to be identified, made loyal and rewarded for their Influence on our (and their) audience.
– Social Network Analysis are key to identify “Alpha” influencers
Single Customer View in Digital Channels in Audience Model
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6. 6
Single Customer View in Digital Channels
To create a single customer view in Digital Channels is an issue (already in a “single
channel”, what about Multichannels?)
• The Fragmentation Issue:
1. Several Digital Channels
2. Each Channel potentially with its own User ID
3. Digital Channels “were made perfect” for anonymity
4. Large Enterprises engage with their clients in many Digital Channels  Partial Customer Knowledge
• Software Solutions exists that:
1. Try to match identities searching different digital channels with IDs and/or Name & Surname
2. Expand Customer profiles, following a match, while respecting User Privacy Policies
3. Therefore favor the creation of a Single Digital Customer View

7. Infuse Digital In Non Digital Channels and
Match (& Check) Identity on Physical Channels
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Leverage Digital to facilitate Omnichannel & Single Customer
Profiling
Expected Reality
Customer
Experience
Evaluation
Awareness
Consideration
Preference
Purchase
USE
• Move to Omnichannel requires important investment and the redesign of the operating model
• Infusing Digital in Non Digital Channels;
 Facilitate the process and create channel connections over-time
 Allow for testing and expanding Single Customer Profiles created with Identity Matching
that could be expanded to Addresses, Bank Account numbers, Credit Cards numbers, etc.
• Focus in Digital Infusion is on processes that are High Frequency and Digital Intensive
Single Customer DB
Digital Profilea Service DWH
Sale DWH
Match & Merge
Transform
Cleans
ProfilingMatching
Customer
Anagraphics
Start Digital

8. Adapt toward an Agile Technology
• Business and Technology Innovation reduce RoI of operational investments
• Time to Business (implementation & adoption at full scale) of an operational solution, not Time
to Market, and his Flexibility (therefore Tenure over Time) are the key variables influencing his
RoI
• “Management Lifetime” in a given role is increasingly reducing and requires speed in achieving
the business objectives
• As a consequence only Agile Technologies (e.g. Cloud, SaaS solutions) can allow very rapid
Time to Business but in exchange of non-optimal solutions and lack of customization.
• On the other side, re-platforming core solution is long and costly and therefore is often
postponed till the “very end”
• As a result, the blending of new Agile and Legacy core solutions will increasingly be the norm
The success factor will be the capability of defining business and operating models that
will allow the integration, over time, of new agile and business effective solutions with
the existing Legacy Core Solutions
Single Customer View – Trend
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