Some key steps to define a customer experience and an omni-channel strategy

1. From Customer Journey
to Omni-channel strategy
Sergios Dimitriadis
Associate professor, Marketing & Communication dpt
Athens University of Economics and Business

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Fact #1
The customer is and will increasingly be
omni-channel

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The omni-channel customer: use of devices & channels

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The omni-channel customer: use of devices & channels

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Fact #2
Omni-channel physical + digital touch points

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Fact #2
Omni-channel physical + digital touch points
Omni-channel physical + digital + hybrid
+ owned + 3rd party partners
+ unified management and CX

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https://www.facebook.com/techinsider/videos/885975624934128

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https://www.bloomberg.com/news/articles/2018-04-24/amazon-starts-delivering-goods-to-gm-volvo-trunks-in-the-u-s

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Fact #3
Need to map, measure, understand
your customer’s journey

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Companies are starting to map, measure,
understand their customer’s journey
Various methodologies, tools, ways
to map & measure the customer’s journey

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Fact #4
Fact #3 is only the first step. And then what?

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Fact #4
Fact #3 is only the first step. And then what?
Omni-channel strategy is about
channel-mix & CX design

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Omni-channel & CX strategy
You shape the customer journey & CX:
• How many & which channels?
• What options offered by each channel?
• Why? Objectives & KPIs

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Omni-channel & CX strategy
You shape the customer journey & CX:
• terms & conditions
• service specifications
• opening hours
• flows & blueprints
• flexibility, customization
• … & more

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Omni-channel & CX strategy
You decide, with your criteria:
• better CX
• lower operation costs
• higher process efficiency
• innovation, experimentation
• constrains
• … & more

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AWARENESS ACQUISITION CONVERSION RETENTION
Consumer Indecisive
Customer
1ST Purchase
Repeat
Customer
Loyal
Customer
Lapsed
Customer
Offline
Online
Offline & Online
Time
Television
Radio
Print
Events
SearchPPC
Sponsorship
SEO
SocialAds
Pop–upstores
SocialNetworking
InfluencerOutreach
Affiliates
Psychicalstores
E-stores
Social
Customer
Service
DirectMail
Messenger
Bots
E-mail
Psychical&
e-stores
SMS&Apps
Loyalty
Program
Re-engage
E-mailProgram
1stclass
Customer
Service
http://www.smartinsights.com/marketing-planning/marketing-models/lifecycle-marketing-model/
Role of various touch points along the customer’s journey

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http://www.businessnews.gr/article/98015/zara-neo-pop-katastima-sto-londino-epikentronetai-stis-online-paraggelies

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Fact #5
It’s all about implementation

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It’s all about implementation
Need for, impact on:
• consistency of assortment, price, layouts,
customer service, promotions, content,
experience across channels
• logistics, purchasing, supply chain
• cross-functional and transversal management

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It’s all about implementation
Ask yourself:
• do you have the data?
• do you have the infrastructure?
• do you have the will, mentality, vision?
• is your organization ready to change?

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Fact #last but not least

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Fact #last but not least
Culture eats strategy for breakfast
Peter Drucker

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Thank you!
Sergios Dimitriadis
dimitria@aueb.gr