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Why does it Makes Sense to Fully Understand Multichannel Issues?


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Today, there are 162 channels, which companies can use to communicate, sell and service to their customers. Every organisation uses about 80 channels – often without being aware of all of them.

Customers adapt quickly and naturally use the diversity of channels. For an organisation, it is very difficult to integrate new channels that fast. Even worse, the overall customer experience suffers and customers start to look at different suppliers with experiences fitting their expectations. In general it is clear, that companies, which are not updating the multichannel experience will loose revenue.

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Why does it Makes Sense to Fully Understand Multichannel Issues?

  1. 1. At the Annual Meeting of the Swiss Finance Institute, Jonathan Möller from foryouand yourcustomers explains »Why it Makes Sense to Fully Understand Multichannel Issues«.
  2. 2. avatars game Loyalty Program VIPs/Stars Computer-Avatare spiel VIPs/stars computer Ratings loyalty program Co-Browsing ratings co-browsing Marke/Logo brand/logo file-sharing site mega store Zeitungswerbung newspaper advertising Zeitung Podcast Verpackung package/wrapping Radio Coupon Presseartikel Jahrmarkt annual fairs Tauschhandel barter trade Börse Online Empfehlung Sponsoring sponsoring Ausstellung Warenkaufhaus (eWOM) Events events Kundendienst Katalog Einkaufsstraße Außen-dienst Product Placement TV/Film Verkaufsparty Aktienbörse Fachmarkt Warenhaus- Kette Shopping Center Supermarkt Outlet outlet store Bahnhof/Flughafen- Shopping station/airport-shopping Convenience Store convenience store Verkaufsautomaten Verkaufsbusse Flyer Call Center Telefonbestellung Direct Mailing Außenwerbung Postbestellung Express Shop Showrooms Try Store Store in Store Monobrand-Stores Online Self- Service Pop-up Store Tankstelle gasoline stations Online Online- Tauschbörse Megastore Verein/Club Online Community Apps Preisvergleich Suchmaschine SEO SEA E-Book Website E-Mail- Werbung Blog Chat/Call Me Back Mobile Shop Onlineshop Social Commerce E-Mail- Bestellung E-Mail Support Online-berater Onlinevideo Smart Watch shop Werkstattverkauf Geschäft Tante-Emma-Laden Hausieren Café/ Restaurant Empfehlung (WOM) ... Restaurant im Shopping Center Buch Tabakgeschäft Kiosk Instore Communication Digital Signage Marktplatz Basar Fußgängerzone Zeitungsstand Schnellimbiss Gourmet-tempel Pick-up Point ... Faxbestellung Social Network Spiele ... ... um 1972 um 1750 um 1900 heute Beginn der ersten industriellen Revolution mit Innovationen wie Maschinen, Dampfantrieb, Eisenbahn, Kanäle, Textilindustrie etc. Beginn der zweiten industriellen Revolution mit Innovationen wie Stromübertragung, Glühbirne, Telefon, Beginn der dritten industriellen Revolution newspapers radio coupon press article stock exchange exhibitions department stores after-sales service catalogues shopping street external work product placement TV/film sales party stock markets specialist shops department store chain shopping centers supermarkets sales automat sale buses flyer call centers telephone order direct mailing outdoor advertising post order express shop showrooms try store store in store monobrand stores online self-service pop-up store online podcast online recommendation (eWOM) association/club online community Apps price comparison search engine SEO SEA eBook online vouchers Website Email-advertising blogs chat/call me back mobile shop onlineshop social commerce SMS Email-order E-Mail support online- FRQÀJXUDWRU online-adviser online video smart watch factory sale family-run shops hawking café/ restaurant recommendation (WOM) ... restaurant in the shopping center books tobacco shop instore communication digital signage market places bazaar pedestrian zones book stall fast food gourmet-temple pick-up point ... fax order social network mobile games ... ... at 1972 at 1750 at 1900 today start of the 1st industrial revolution along with innovations such as machinery, steam drives, railroads, channels, textile industries etc. start of the 2nd industrial revolution along with innovations such as power transmission, li ght bulbs, phones, start of the 3rd industrial revolution along with
  3. 3. There are 162 channels which customers love to use. Which of them are you using for the relationship with your customer? foryouandyourcustomers
  4. 4. 1. There are many channels – and the number is growing! 2. Customers are using the diversity naturally – can I keep up the pace as a supplier?
  5. 5. In particular we observe three relevant key concepts in the context of channels… »Integration of Everything« »Level of Engagement« »Individual, anticipated Service« TOUCH ME NOW
  6. 6. Andrew Pole
  7. 7. »Anticipatory Shipping« by Amazon
  8. 8. 3. »Touch Me Now« means: Actively develop channels and customer experiences. Or: How can we learn fast and act even faster? 4. What do customers want? How do they act?
  9. 9. What does a Customer Journey look like today? An example: Persona Sarah Schäfer (31y) from Bülach. Sarah is pregnant. She and her husband are very much looking forward to having their first baby. Every day, they discover new things. A friend is telling them about a great product with »Omega-3-Fettsäuren«. Sarah wants to learn more about it. »I am so much looking forward to having a baby! But I am nervous too. Am I doing everything right? Did I forget anything?»
  10. 10. What does a Customer Journey look like today? An example: Persona Sarah Schäfer (31y) from Bülach. There she finds the topic »Prenatal Registration at the Health Insurance«. Is looking for »Omega-3- Fettsäuren« on Google and finds the website Sees a banner »Protect your Child before Birth!«, clicks it and arrives on a microsite. Completes online form asking for a meeting with an insurance agent. Insurance company calls to arrange for a meeting and receives contact information. Sarah receives confirmation via E-mail. It contains further information on »Baby Package«.
  11. 11. The Model for Multichannel Business by foryouandyourcus tomers gives you a clear view on sophisticated Multichannel. Foundation Data & Structure Orchestration Organization, Processes & Tools shop User Orientation Channels Customer and his Shopping Experience Organization Processes Tools Source: Book »Multichannel-Leitfaden«, 2014
  12. 12. A good Foundation delivers Flexibility. If build upon, Orchestra tion adds Efficiency and User Orientation contributes Effectivity. Foundation Data & Structure Orchestration Organization, Processes & Tools shop User Orientation Channels Customer and his Shopping Experience Organization Processes Tools Flexibility + Efficiency + Effectivity Source: Book »Multichannel-Leitfaden«, 2014
  13. 13. 5. Customer Journey Analysis (»Channel OPERA«) to learn fast 6. »Model for Multichannel Business« to act faster
  14. 14. Maturity Level 1 »Local Relationships« Source: Book »Multichannel-Leitfaden«, 2014 Maturity Level 2 »Efficient Channels« Vergleichen Überzeugen Beraten Suchen Finden Entscheiden Individualisieren Teilen Vertrauen Austauschen Kaufen Maturity Level 3 Entdecken Informieren »Customer Oriented Touchpoints« »Indu s tr ialisation« »Ind ivi dualisation«
  15. 15. Understanding Multichannel Issues: Learn Fast, Act Faster. Channel OPERA: Multichannel Business: Download Slides: Jonathan Möller +41 44 210 44 77 foryouandyourcustomers in Amsterdam · Dusseldorf · Munich · Vienna · Zurich