This document discusses using customer feedback to inform an omni-channel strategy. It notes that while omni-channel aims to provide a seamless customer experience across all channels, most companies have not mastered it. The author outlines their company's roadmap to develop an omni-channel approach, including really listening to customers to understand their wants and needs. They aim to optimize customer touchpoints, develop a single customer view across brands and channels, and analyze customer data to grow relationships and maximize commercial opportunities. Their goal is to deliver personalized, targeted communications and a great customer experience.
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. …building our Single Customer View to bring
all the pieces together to meet the challenge
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11. Synthesize data into insight
- Grow the relationship with your customer with relevant data capture
Identify how to then use this to benefit everyone
- Ascertain value of each customer to optimise commercial opportunity
Deliver a great experience to the customer
- Click to collect, tablets in-store, multi branded e-commerce platform
Make it personal
- Personalised emails, recommendations and promotions
SFG may sell frocks, but we have one of the largest
customer data assets in Australia
12. It’s also about connecting and making great
memories seamlessly
13. And what happens when you do listen and
then work out how best to deliver?