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Frictionless Buyer Journeys

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With customers having so many ways to shop and so many options for engaging with brands, creating seamless omnichannel experiences is at the top of many marketers’ to-do lists. Of course, it’s one thing to recognize the challenge, it’s another to solve it in the real world of modern marketing.

Get up to speed with the latest trends and best practices in delivering seamless omnichannel experiences. Created in association with our partners at award-winning global digital and content production agency BORN, this information-packed session will deliver:

- An overview of today’s cutting-edge approaches to delivering outstanding omnichannel experiences
- Insights into current best practices for making omnichannel work in the real world
- How the right measures can help drive growth across both the short- and long-term

Published in: Technology
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Frictionless Buyer Journeys

  1. 1. Frictionless Buyer Journeys November 19th, 2019
  2. 2. Speakers Eric Gutoski Chief Strategy Officer, BORN Group Anthony Colichio Digital Strategist, Acquia
  3. 3. London Singapore Hong Kong Chennai Toronto New York Tokyo Bangalore Pune Kuala Lumpur We synthesize a collection of specialisms to produce stand-out brand experiences across all channels.
  4. 4. AGENDA ● What is omnichannel’s role in the buyer’s journey? ● How does omnichannel compliment CX? ● How do I tailor and personalize my omnichannel offering? ● What are the KPIs to look out for with my omnichannel offering? ● Final thoughts
  5. 5. The Opening Story Where Friction in the Buyer’s Journey Starts
  6. 6. High Friction Journeys [low conversion rate] that I Hate [low CSAT]
  7. 7. Most Recent Brand Frictionless Journeys [low CES] to Delight Me [high NPS]
  8. 8. Most Recent Brand Frictionless Journeys [low CES] to Delight Me [high NPS]
  9. 9. Most Recent Brand Frictionless Journeys [low CES] to Delight Me [high NPS]
  10. 10. Invert the Traditional Brand-Centric Funnel & Reduce Friction - Moment of Truth: Transact/CTA/Core Experience First - Get marketing & sales out of the way. - Act as VoC to product & services. - Sync mobile, display, ATM, kiosk, etc.
  11. 11. Invert the Traditional Brand-Centric Funnel & Reduce Friction - Moment of Truth: Transact/CTA/Core Experience First - Get marketing & sales out of the way. - Act as VoC to product & services. - Sync mobile, display, ATM, kiosk, etc. - Omnichannel Leads & Nurture Second - Expose initial/CUS transact to leads/customers based on behavior. - Thoughtful care workflow & referral/loyalty programs.
  12. 12. Invert the Traditional Brand-Centric Funnel & Reduce Friction - Moment of Truth: Transact/CTA/Core Experience First - Get marketing & sales out of the way. - Act as VoC to product & services. - Sync mobile, display, ATM, kiosk, etc. - Omnichannel Leads & Nurture Second - Expose initial/CUS transact to leads/customers based on behavior. - Thoughtful care workflow & referral/loyalty programs. - Omnichannel Awareness & Community Management Third - P/O/E media spend optimization for acquisition. - Advocacy & on-/off-domain community management.
  13. 13. Today’s Cutting Edge Buyer Journeys Omnichannel at a Distance
  14. 14. What do we mean when we say Omnichannel? The expansion of commerce channels has led to a deep disruption of the eCommerce space. However, what sets omnichannel apart is in unifying these streams to the customer. Friction emerges when a multichannel opportunity is not honed into an omnichannel one.
  15. 15. Omnichannel Touchpoints Consumers are introduced to a product via multiple touch points. The root of the reason why users sift through touch points is to make an educated purchase. As a result, all aspects of a users omnichannel experience should be fluid and informative.
  16. 16. The Omnichannel Ecosystem It is essential to combine creative, content, and commerce in one omnichannel experience. All of these experiences play different roles - and creative is where brands are built, content is where products are marketed, commerce is where products are purchased, A robust omnichannel experience makes sure to blend channels in a constructive way - being everywhere at once can be daunting and unnecessary. Synchronize online and offline for maximum results.
  17. 17. Brick & Mortar Alive and Well - Brick and Mortar is still relevant. - eCommerce makes up over half, or 51.9% of all retail sales growth in US… - But only $513 billion of $3.63 trillion retail sales are eCommerce. - Brick and Mortar has multichannel offerings + expedites order fulfillment - one day shipping!
  18. 18. Best Practices: How does Omnichannel compliment customer experience?
  19. 19. The Omnichannel Product Strategy - The omnichannel product strategy is our response to the digital disruption that has changed how consumers shop, consume media, and digitally interact with brands + content. - Digital commerce is fundamentally evolving from a distribution platform to a consumer experience platform. - Harmony is key in a uniform experience.
  20. 20. The Yield of a Seamless Experience - Creating that consumer experience platform demands a seamless experience across channels. Omnichannel solutions are context-aware. - A consistent and well-optimized solution proves to consumers that your CX is paramount and enhances brand strength.
  21. 21. Omnichannel and Conversion Rate Optimization - CRO is crucial in minimizing friction in your buyer’s journey. - Hypothesize, perform multivariate tests and deploy solutions to improve the conversion rates. UX changes Analyze Hypotheses Multivariate Testing Optimize Revenue
  22. 22. Right Measures Tailoring and Personalization
  23. 23. Driving consumer engagement
  24. 24. A tailored site fits the user best Personalization and omnichannel go hand in hand in unlocking the ultimate customer experience. Mastering how your channels integrate ensure that you have as much data as possible to sell to your customer in the best fashion. Data is king, and a well-executed buyers’ journey excels in gathering relevant data and executing.
  25. 25. The KPIs How to check if your strategy succeeds!
  26. 26. The Overview The KPIs you should be looking for revolve around business growth, customer retention, and process efficiency [including risk mitigation].
  27. 27. Retained Customer KPIs - Customer Effort Score (CES) - What is the relative effort a customer must undertake to work through an interaction? - Customer Satisfaction (CSAT) - What is the satisfaction score for the service? - Customer Churn Rate - What is the percent of customers not loyal to the company for a given period? - Net Promoter Score (NPS) - What is the percentage of customers that would recommend an organization to their peers?
  28. 28. Business Growth KPIs - Direct Traffic - Traffic driving interactions through channels - Indirect Traffic - Traffic intended to raise brand awareness. - Conversion Rate [any CTA] - The % of interactions that result in completed sales. - Rate of Adoption - What % of people use the service per demography? - Average Order Value - How much are people spending per order?
  29. 29. Process Efficiency KPIs - Sales Cost - What are all the costs of selling my services and products? - Self Service Adoption Rate - What is the % of customer interactions made through self service? - Marketing Costs - What are all costs associated with the marketing of services & products? - Cost per interaction - What are the business costs for handling a given service item?
  30. 30. Omnichannel and Conversion Rate Optimization - CRO is crucial in minimizing friction in your buyer’s journey. - Hypothesize, perform multivariate tests and deploy solutions to improve the conversion rates. UX changes Analyze Hypotheses Multivariate Testing Optimize Revenue
  31. 31. Final Thoughts & Key Takeaways
  32. 32. Thank you for joining! Questions?

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