Moving from Screen to Device and Back Again: The Omni-Channel Experience
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Omni-channel marketing focuses on a seamless approach to the consumer experience through all available channels, including mobile Internet devices, computers, brick-and-mortar, television, radio, direct mail, catalog, and so on. When brands think customer experience, they need to think omni. Its not about your customers or their customers, its about all customers. Join us in this live, one-hour webinar that will discuss how to develop consistent and effective messages regardless of the communication platform. Specific topics include: • The difference between omni-channel marketing and multi-channel marketing. • The importance of the customer experience. • How to prioritize your transition to an omni-channel marketing approach. • Is omni-channel marketing counterintuitive to the competitive landscape?
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Moving from Screen to Device and Back Again: The Omni-Channel Experience
- 1. Moving From Screen to Device and Back Again: The Omni- Channel Experience #SMTLive
- 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar Presentation window
- 4. #SMTLive Our Speakers Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Banafsheh Ghassemi is CEO and Founder of Tangerine Lab. Banafsheh has pioneered and implemented successful approaches in integration of differentiated customer experience design and emerging technologies for new and existing products and services. Prior to founding Tangerine Lab in 2014, for 16+ years Banafsheh held executive leadership roles, leading innovative product and customer experience strategies, sales and channel strategy, CRM as well as other customer-centric business transformation efforts. Her experience is built at top brands such as Nasdaq, MCI, Nextel, Sprint and the American Red Cross. @banafshehgh Carlos Gil is a distinguished Marketing Executive, Digital and Social Media Strategist, Public Speaker and Entrepreneur. Carlos has extensive retail and CPG marketing experience leading social media programs in partnership with PepsiCo, Coca-Cola, Frito Lay, Tostitos, Mondelez, Unilever, Franks RedHot and other consumer packaged goods brands. Previously, Carlos developed strategy and led the launch for all of Winn-Dixie’s social channels, social listening, and blogger influencer program yielding exceptional consumer engagement and brand awareness. Carlos also served as Head of Digital and Social Media for Save-A-Lot food stores, a wholly owned subsidiary of SUPERVALU INC. @carlosgil83 Yuna Park is strategic lead for B2B/B2C brands leveraging digital & social media for brand and shopper marketing. Led award-warning campaigns with executional experience across social, mobile, video and experiential for brands like Mattel, Aaron’s, Lord & Taylor and L'Oreal. @yunapark
- 5. #SMTLive Multi-Channel vs Omni-Channel • Multi-Channel – Multiple channels (digital and physical) of engagement with customers but no particular focus on delivering consistent, seamless and optimized experience across the channels. • Omni-Channel – Multiple channels of engagement with customers WITH focus on delivering consistent, seamless and optimized experience across the channels. tangerine lab
- 6. #SMTLive A Real World Story tangerine lab
- 7. #SMTLivetangerine lab 1. My Bed Order: Popular Online Retailer 2. Confirmation By Retailer: Order Shipped 3. Shipping Company: Delivery Notice
- 8. #SMTLivetangerine lab Capabilities I was offered: • Track delivery • Change delivery schedule (for a fee) • Provide delivery instructions • Report issues Delivery Service – Web Channel
- 10. #SMTLivetangerine lab My Preferred Channel: Social Care
- 11. #SMTLivetangerine lab My Not So Preferred Channel: Call Center
- 13. #SMTLive How Do You Transition To An Omni-Channel Customer Experience tangerine lab
- 14. #SMTLive 5 Steps To An Omni-Channel Customer Experience 1. Walk in your customer’s shoes. – Customer journey maps 2. Identify the “on stage” elements along the customer journey. 1. Identify the friction points (or differentiation opportunities). 1. Identify the enablers for removing the friction points. 2. Perform and audit your capabilities (“backstage elements”) along the customer journey and fill the gaps. tangerine lab
- 21. #SMTLive 5 Questions for Marketers • Who are you trying to reach? – It’s all about the end-user and engaging them on their platforms, audiences vary based on medium • Who’s speaking about your brand/competition? – Social advocacy can improve the overall customer experience and drive sales • What’s your owned vs. “rented” channel strategy? – Whether it’s email, social media, or in-store, each touch point should drive customers to buy • What role does online play with brick and mortar? – Lead generation, research, e-commerce, customer reviews, etc. • Can it be measured? – Are you able to track, and measure, impressions leading to sales/ROI
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- 36. #SMTLive Our Speakers Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Banafsheh Ghassemi is CEO and Founder of Tangerine Lab. Banafsheh has pioneered and implemented successful approaches in integration of differentiated customer experience design and emerging technologies for new and existing products and services. Prior to founding Tangerine Lab in 2014, for 16+ years Banafsheh held executive leadership roles, leading innovative product and customer experience strategies, sales and channel strategy, CRM as well as other customer-centric business transformation efforts. Her experience is built at top brands such as Nasdaq, MCI, Nextel, Sprint and the American Red Cross. @banafshehgh Carlos Gil is a distinguished Marketing Executive, Digital and Social Media Strategist, Public Speaker and Entrepreneur. Carlos has extensive retail and CPG marketing experience leading social media programs in partnership with PepsiCo, Coca-Cola, Frito Lay, Tostitos, Mondelez, Unilever, Franks RedHot and other consumer packaged goods brands. Previously, Carlos developed strategy and led the launch for all of Winn-Dixie’s social channels, social listening, and blogger influencer program yielding exceptional consumer engagement and brand awareness. Carlos also served as Head of Digital and Social Media for Save-A-Lot food stores, a wholly owned subsidiary of SUPERVALU INC. @carlosgil83 Yuna Park is strategic lead for B2B/B2C brands leveraging digital & social media for brand and shopper marketing. Led award-warning campaigns with executional experience across social, mobile, video and experiential for brands like Mattel, Aaron’s, Lord & Taylor and L'Oreal. @yunapark
- 38. #SMTLive Win a Free Ticket to The Social Shake-Up! #SMTLive Audience: Tell us why you want to go to The Social Shake-Up to be entered for a chance to win. Tweet: “I want to go to #socialshakeup15 because…”
- 39. #SMTLive Upcoming Webinar February 10th Your Mobile Community: It’s All About the Data Capture Panelists: Greg Hickman, Tamara Dull and Jamie Turner
Editor's Notes
- Thank you to today’s sponsor, Act-On Software, who was the only Marketing Automation provider identified by Forrester Research as a category leader for both small marketing teams and large enterprises. You can download Forrester Research’s full report and read why Act-On was ranked as a leader at www.act-on.com/wave
- Good afternoon. I want to start with how we at Tangerine Lab make distinctions between Multi-channel customer experience vs omni channel customer experience. To us a multichannel experience is when multiple channels –whether digital or physical--are used for engagement with customers but there is no particular focus on delivering consistent, seamless and optimized experience across the channels. Conversely, Omni-Channel experience is when multiple channels are used for engagement with customers but WITH deliberate focus on delivering consistent, seamless and optimized experience across the channels.
- To demonstrate I am going to share with you a real world story that I personally experienced not too long ago.
- Tangerine Lab, my company, is not a marketing agency. We focus on the end to end customer experience and all the touchpoints throughout a person’s relationship with brands . And I am here to make the case that a transition to omni-channel cannot start and stop at marketing’s door. Once you begin the transition you will have to look at your entire operation to ensure they are all capable of fulfilling the brand promise made by your marketing organization. Said differently, your omni-channel customers are omni-channel throughout all their engagements with your brand and your omni-channel strategy must recognize that reality. So This real world story that I am about tell you is one of customer experience and not just marketing. A few months ago I ordered a new bed from a popular online retailer. It was to be shipped to me via, also a well known, package delivery service. I received notifications from the retailer and the delivery service that the bed was estimated to arrive at my house at a certain date and time.
- The delivery service’s notification also encouraged me to create an account on their online delivery management system that allowed me to not just track my shipment, but also to manage (for a fee) my delivery dates if the estimated delivery time was not going to work for me. I signed up and changed my delivery time.
- The bed arrived, but only partially. On my account page the delivery service, however, showed that I had received the full shipment.
- For the last couple of years Twitter has been my favorite customer support channel. If you are a brand with a handle on Twitter you can bet that’s the first place I’ll go to inquire about your product, report a problem, announce my opinion about your product to my followers and so on. So naturally, in this instance, that’s where I started. I tweeted the delivery service about my problem. Promptly I received response from a very sympathetic community manager apologizing for the inconvenience and asking for my shipment tracking number. They said they would get back to me shortly.
- A few hours passed and I decided to phone the call center of the delivery service to report my problem. I did not mention that I had reported the issue on Twitter but I did tell them about the discrepancy in the status between my account page and the actual delivery. The customer support rep, also a very sympathetic individual, informed me that they did not have access to my account page but would be happy to record the issue and get back to me as soon as possible. I noticed that they did not mention anything about my earlier report on Twitter.
- So what’s the story here? It is the story of typical silos in a large, well meaning, brand. There are multiple channels, but the physical channel, the social channel and the web channel were disconnected from each other. For the organization to become omnichannel these channels need to be synchronized with each other because the chances are at this particular company this fragmentation also exists in their other touchpoints such as marketing.
- So how do you transition to an omni-channel customer experience? How do you eliminate the structural fragmentations that are preventing an organization from moving from multi-channel to omni-channel?
- At tangerine lab we generally take a 5 step approach to this problem. Step 1- Walk in your customer’s shoes. Your customers do not think of you as silos. Also they don’t think of themselves as digital or analog customers. And as I said before, they do not even know what multi-channel or omni-channel means? They engage with you through channels that are most convenient and relevant for them at any point in time and for specific problems. You can begin tackling the omni-channel challenge by walking in your customer’s shoes. Map their journey as they enter and exist your customer channels. Customer journey maps are tremendously effective in understanding your customer’s intent and expectations. You create these maps through observations, research and interviews. In my scenario I started with self-service touchpoint, moved to social media, and ended up at the call center. If the brand knew about my “persona” (which is a whole different discussion) they could have plotted my path in a journey map. Step 2 Identify the “onstage elements” along the journey. At every touchpoint your customers interact directly with your processes, people, things and places that you have made available as a part of your brand experience. These are such things as your website, mobile app, call center, customer support rep, emails you send them, etc. Using a theater analogy, we call these onstage elements. These are what your customers see and experience firsthand and each has a potential to provoke a customer sentiment: positive, negative, and neutral depending on what you have promised and what your customer has come to expect. In my example, the onstage elements were the twitter account, the community manager, the account management/self-service site and the call center and my expectations were that they were all connected. Step 3. Identify the friction points (or differentiation opportunities). Redundant steps, disjointed experiences, unfulfilled expectations and promises are “friction points” in customer experience. They cause negative sentiment. Conversely, effortless transactions and met expectations are opportunities to delight the customers. In my example, my experience was disjointed and required me to share redundant information with each channel that I came in contact with. Step 4. Identify the enablers for removing the friction points in customer experience. Now you can start thinking about omnichannel. Ask yourself what capabilities each channel needs along the customer’s journey in order to deliver a seamless customer experience. These include customer insights, business rules, employee competencies, processes and technologies each channel needs to service the customer efficiently and effectively. In my example, I suspect the delivery service had fragmented customer data and CRM capabilities. Step 5 Perform an audit of your capabilities (“backstage elements”) along the customer touchpoints and fill the gaps. To continue with the theater analogy, perform an audit of your backstage elements to see if they can adequately deliver on your intended customer journey. These are the customer data you carry in your enterprise data warehouse, your CRM technologies, your website’s content management system and so forth. In other words, these are the elements of your customer experience architecture that your customers do not see, but they definitely impact the way they experience your brand at each touchpoint along their journey. I hope this was a helpful approach, albeit very high level. But I will be more than happy to answer your specific questions about this approach during the Q&A. Thank you.
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- Thank you to today’s sponsor, Act-On Software, who was the only Marketing Automation provider identified by Forrester Research as a category leader for both small marketing teams and large enterprises. You can download Forrester Research’s full report and read why Act-On was ranked as a leader at www.act-on.com/wave