7 Steps towards Omnichannel

1. Delivering the Ideal
Customer Experience
@DaveLewan

2. Source: Gartner
89%
of Marketers say CX is their
#1 competitive weapon

3. 71%
CX professionals say their programs are
failing to improve customer experience
Source: Gartner

4. OMNICHANNEL

5. OMNICHANNEL defined:
Customers and potential customers
interacting with your organization anytime,
the way THEY want to… seamlessly

6. Steps towards
OMNICHANNEL
SUCCESS

7. IDENTIFY who
your
CUSTOMERS
are

8. Understand
your
customer
DEMOGRAPHICS

9. Diagnose Strengths, Weaknesses and
Opportunities by AUDIENCE SEGMENT

10. How
FREQUENTLY
are they
interacting
with your
organization?

11. Understand the
customer’s
INTENTION!

12. BUILDING PERSONAS

13. Persona Building

14. ACTIVELY
LISTEN to Your
Customers

15. Find out
WHAT your
customers
want and
HOW they
want it

16. LISTEN to Customers in
EVERY CHANNEL

17. FOLLOW UP on complaints
and requests

18. Provide EXPANDED DIALOGUE
opportunities for your
customers

19. Train
agents on
ACTIVE
LISTENING
skills

20. Measure3

21. You can’t
MANAGE what
you don’t
MEASURE

22. INTEGRATE
quantitative
and qualitative
analytics

23. Measure
PERFORMANCE
against GOALS
and OBJECTIVES

24. Measure IN-CHANNEL
the CUSTOMER
JOURNEY and the
OVERALL PERCEPTION of
your organization

25. Standardize your
CX Metrics

26. Measure
SATISFACTION
and the
DRIVERS of
satisfaction

27. Establish
BASELINES and
BENCHMARK

28. Analyze
Employee
Engagement

29. Employee
Engagement defined:
The EMOTIONAL COMMITMENT
one has to their
organization and its
goals.

30. Customers will never
love the company
until the employees
love it first
-Simon Sinek

31. Get input from
CSRsand
FRONTLINE
MANAGERS

32. Increased
EMPLOYEE
ENGAGEMENT
drives CX, which
impacts DESIRED
OUTCOMES

33. 5Establish/Update Customer
Service Standards

34. Clearly DEFINE service standards

35. Success REQUIRES DEFINITION

36. Set performance
standards by
customer TOUCH
POINT

37. PUBLISH STANDARDS to
staff, partners and
customers

38. Successfully MANAGE EXPECTATIONS

39. Gain INTERNAL
ADOPTION6

40. Identify the primary
CX CHAMPION

41. Formally EDUCATE
Leadership

42. Host EDUCATION SESSIONS for working
teams and stakeholders…be inclusive

43. Document, Document, Document

44. Assemble your TEAM and Establish
CONTINUOUS COLLABORATION

45. Champion
CUSTOMER
INSIGHTS to Action

46. Identify and PRIORITIZE key
segments and
opportunities

47. COMMUNICATE and co-create
proposed strategy

48. Create a ‘TASK FORCE’

49. Develop a ‘Shared Vision’ of success

50. Communicate
RESULTS

51. Use the right
PRESENTATION
TOOLS

52. Help Your Data STAND OUT
Source: LeaPica.com

53. …and Prevent THIS
from Happening:
Source: LeaPica.com

54. • 60% of mobile visitors didn’t find what they
were looking for.
• “I find searching your site really frustrating.
All I wanted to do was download a form and I
couldn’t. Please make the site better for
customers!” (Score = 32)
Survey Feedback
Note: Not Actual Data Source: LeaPica.com

55. Note: Not Actual Data
Source: LeaPica.com
60% of Mobile Visitors
didn’t find what they needed !

56. “I find searching your
site really frustrating. All
I wanted to do was
download a form and I
couldn’t. Please make the
site better for
customers!” (Score = 32)Source: LeaPica.com

57. Final Thought…

58. YOUR BUT is
TOO BIG

59. 1. Identify who your customers are
2. Actively Listen to your customers
3. Measure
4. Analyze Employee Engagement
5. Establish customer service standards
6. Gain internal adoption
7. Champion customer insights to action
Steps towards
OMNICHANNEL
SUCCESS

60. Thank you!
Go ahead and share. A
great customer experience
should not be a secret. But
remember…Do it Right!
@DaveLewan
www.ForeSee.com