Directors Forum: Multichannel Customer Experience
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Directors Forum: Multichannel Customer Experience

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Paul Blunden, CEO Foviance, presented at the Multichannel Directors Forum ( 29th June 2011). Here is his presentation, for anymore information please contact us on info@foviance.com

Paul Blunden, CEO Foviance, presented at the Multichannel Directors Forum ( 29th June 2011). Here is his presentation, for anymore information please contact us on info@foviance.com

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Directors Forum: Multichannel Customer Experience Directors Forum: Multichannel Customer Experience Presentation Transcript

  • Multichannel Customer Experience:
    From consumers to client
    June 2011
  • Paul BlundenCEO
    • Over 500 respondents
    • 77% turnover >£10m
    • 68% UK companies
  • Multichannel customer experience - definition
    “The aggregated experience a customer has of a brand gained from all interactions across managed and unmanaged touch-points, for the duration of that relationship.”
    (Foviance, 2010)
  • 90% important or very important
  • Only 22% have well developed strategy
  • Differentiated
    Relevant to
    Stage experiences
    Customisation
    Deliver services
    Customisation
    Competitive Position
    Needs of customers
    Commodisation
    Make Goods
    Commodisation
    Extract Commodities
    Irrelevant to
    Undifferentiated
    Market
    Premium
    Pricing
    Pine & Gilmore (1999)
  • 81% Quite of very difficult
  • 2%
    23%
    28%
    47%
  • Leadership & Culture
    Credit: Casey Serin
    Credit: acloudman
    Credit: modomatic
  • ‘0% commission, 100% impartial advice'
    “engagement scores have reached 88%
    - up 20% since the launch of the new scheme”
    “our reward strategy had to be aligned with the vision of the company”
    the vision “to put customers at the forefront of everything we do”
  • Systems & Processes
    1. Can people find the Help Centre?
    2. Can people find the right content in the Help Centre?
    3. Does the content solve their problem?
    Online self-service
  • Alignment with Brand
  • Insight driven decisions
  • Integrated Touch Points
    1 million in 1 year
  • © Foviance 2011
    Pizza Express multichannel payment
    4.
    Click the button, download the App (they have free Wi-Fi)
    2.
    Scan the QR code on your table
    3.
    Scan takes you to a landing page promoting their iPhone App
    1.
    Visit Pizza Express and order something with anchovies
    8.
    Receive an email (and a big thank you from your waitress)
    6.
    Enter your code
    7.
    Pay via PayPal (or Credit Card)
    5.
    When you get your bill it has a code at the bottom
  • 5 tips for improving your multichannel customer experience
  • 1. Size isn’t important
    10ft
    2ft
    1ft
  • 2. Know your audience
  • 3. Don’t ignore social media
    European Facebook penetration = 58.4%
    Source: Internet world stats, May 2011
  • 4. Map & Measure
    Awareness Consideration Purchase
  • 5. Connect Offline to Online
    CREDIT: Foviance
  • Thank you
    Paul Blunden
    08450 546550
    Paul.blunden@foviance.com
    foviance.com
    @pblunden
    @Foviance