Omni Channel Marketing Conference - Kerr Maclean

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Omni Channel Marketing Conference - Kerr Maclean

  1. 1. Using Voice of the Customerto inform and drive omni-channelKerr Maclean
  2. 2. v
  3. 3. Customer Interaction 3
  4. 4. What is Omni-channel Seamlessly interacting with customersthrough their channels of choice throughout the buying process
  5. 5. We haven’t yet mastered Omni-channelThere is no clear formula for success There is no silver bullet
  6. 6. OMNICHANNELSFG’S ROADMAP 6
  7. 7. Really listen to what our customers are telling us they want and need
  8. 8. OMNICHANNELOPTIMISING OUR CUSTOMER TOUCHPOINTS 8
  9. 9. The SFG Challenge… 5 Brands operating independently Lack of time + expertise within the Brands to execute personalised, targeted communications Mass emails spamming the base on a weekly basis No single customer view, across channels or Brands Unable to analyse the data in our legacy systems We needed to engage with our members across all channels
  10. 10. …building our Single Customer View to bringall the pieces together to meet the challenge Image: lanternhollowpress.com
  11. 11. Synthesize data into insight - Grow the relationship with your customer with relevant data captureIdentify how to then use this to benefit everyone - Ascertain value of each customer to optimise commercial opportunityDeliver a great experience to the customer - Click to collect, tablets in-store, multi branded e-commerce platformMake it personal - Personalised emails, recommendations and promotions SFG may sell frocks, but we have one of the largest customer data assets in Australia
  12. 12. It’s also about connecting and making great memories seamlessly
  13. 13. And what happens when you do listen and then work out how best to deliver?
  14. 14. The Ultimate Goal
  15. 15. An omnichannel customer experience benefits all parties Value Engagement single channel omnichannel
  16. 16. An omnichannel customer experience benefits all parties
  17. 17. Its about creating exceptional memories
  18. 18. HOPE I’VE GIVEN YOUSOMETHING TO NOODLE OVER km@sfg.co

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