Foviance & Econsultancy multi-channel customer experience presentation
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British businesses struggle in quest for “holy grail of single customer view”, as the number of brand touch-points on a customer’s journey continue to grow More than two-thirds (69%) of UK businesses are just beginning to develop a multi-channel customer experience strategy, despite the increasing number of online and offline touch-points in a customer journey, according to research published by Foviance and Econsultancy.
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Foviance & Econsultancy multi-channel customer experience presentation
- 1. © Foviance Multi-channel Customer Experience Report 2010 in association with Econsultancy Paul Blunden, CEO, Foviance Linus Gregoriadis, Research Director, Econsultancy @Foviance @Econsultancy
- 2. Overview Methodology Findings Strategy and importance Foviance maturity model – where do companies sit? Barriers Ownership and budget Improving customer experience | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 3. Online survey, June / July 2010 Over 500 respondents, including: 289 client-side organisations 221 agency / supply-side respondents Majority of respondents UK based Biggest sectors: Retail, FS, telecoms, travel. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp Methodology
- 4. Importance of multichannel strategy 49% 41% 9% 1% Very important Quite important Not very important Not at all important | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 5. | Multichannel Customer Experience Report 2010 || 5 8% 24% 68% No Yes, a weak link Yes, a strong link Photo credit: Matti Mattila on Flickr Link between customer experience & business performance
- 6. How well developed is your company’s strategy for improving the customer experience? 9% 69% 22% There is no strategy We are just beginning to develop the strategy We have a well developed strategy | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 7. | Multichannel Customer Experience Report 2010 || 7 | Social Media and Online PR Report || 7 Nearly one in 10 companies (9%) say there is no strategy for improving the customer experience. Photo credit: HikingArtist.com on Flickr
- 8. | Multichannel Customer Experience Report 2010 || 8 | Social Media and Online PR Report || 8 Nine different online and offline touch points are relevant for at least half of companies surveyed. Photo credit: Intersection Consulting on Flickr
- 9. Touch points used to communicate with customers | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp 97% 87% 74% 66% 66% 65% 65% 59% 55% Ad
- 10. Cluttered: Operational systems and processes are tactical and single-channel driven | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 11. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp Considered: Individual systems and processes are customer focused but lack links cross-channel
- 12. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp Capable: Integrated systems and processes but not fully harnessed cross-channel
- 13. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp Cultural: Fully integrated systems and processes harnessed cross-channel
- 14. The Foviance Customer Experience Maturity Model | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 15. How close is your organisation to having a single view of the customer? 4% 28% 44% 24%Cluttered Considered Capable Cultural | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 16. Only 32% of companies have the integrated systems required to give customers a joined-up experience. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 17. Barriers 24% 30% 31% 33% 34% 38% 41% Focus on short-term profit Lack of overall strategy Lack of budget Lack of resources Difficulty unifying different sources of customer data Complexity of customer experience Organisational structure | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 18. Photo credit: stuartpilbrow on Flickr Photo credit: jonk on Flickr Many organisations are lacking an individual or department to take responsibility for the customer experience within the business. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 19. Photo credit: stuartpilbrow on Flickr Photo credit: jonk on Flickr | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp For some companies, the problem is compounded by a lack of budget.
- 20. Ownership of multichannel customer experience 38% 25% 24% 7% 5% 1% A mixture of different departments No-one Marketing and / or sales department A cross-functional team set up for this purpose Customer experience department Operations department | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 21. Budget for improving customer experience | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp 8% 23% 41% 28% Yes, we have a single dedicated budget Yes, we have dedicated budget split between different departments No, we use budget that was assigned for other things No, there is no budget at all
- 22. Problems improving customer experience | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp “If something doesn't bring in money it's not considered important enough to invest time and money on.”
- 23. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp “Making our own staff aware of how powerful their contribution is to customer services.” Problems improving customer experience
- 24. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp “Clients who have the greatest difficulty are those who pay lip service to the customer experience, but refuse to entertain the possibility of doing more fundamental work, earlier in the design process.” Problems improving customer experience
- 25. How to improve the customer experience “One single view of the customer ... joined-up systems which reflect and support our business practices.” | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
- 26. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp “Full integration of all communication outlets, with a view to communicate one unified message to the consumer.” How to improve the customer experience
- 27. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp “Create an overall multi-touch-point strategy (offline and online, all channels) and a step-by-step plan to integration.” How to improve the customer experience
- 28. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp “Primary research on our customers about their measures of quality and the behavioural landscape within which our proposition must exist.” How to improve the customer experience
- 39. © Foviance
- 40. © Foviance
- 41. Summary | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp Companies know this is important, but are still typically lower down the maturity model, with only an embryonic strategy in place. Customer expectations are higher than ever … organisations need to establish a framework to help them move towards a single customer view. Culture, technology, data and processes all need to be considered.
- 42. © Foviance Paul Blunden 08450 546550 paul.blunden@foviance.com foviance.com Linus Gregoriadis 0207 269 1465 linus@econsultancy.com Econsultancy.com Questions @Foviance @LinusGreg @Econsultancy Download the report: http://www.foviance.com/what-we-think/multi-channel-customer-experience-report/
Editor's Notes
- Mainly UK findings but global survey
- Almost half of company respondents (49%) say that a joined-up multichannel customer experience is very important to their organisation, and a further 41% say it is quite important.
- 68% of companies recognise a strong link between long-term business performance and customer experience. 24% say there is a weak link. 8% say there is no recognition of a link.
- But nearly one in 10 companies (9%) surveyed, including organisations with revenues exceeding £1 billion, say there is no strategy for improving the customer experience. A further 69% say they are just beginning to develop the strategy. Only 22% of companies say they have a well-developed strategy.
- But nearly one in 10 companies (9%) surveyed, including organisations with revenues exceeding £1 billion, say there is no strategy for improving the customer experience. A further 69% say they are just beginning to develop the strategy. Only 22% of companies say they have a well-developed strategy.
- The research highlights how an increasing number of online and offline customer touch points are making it even more difficult for organisations to ensure a consistent cross-channel customer experience. Nine different online and offline touch points are relevant for at least half of the companies surveyed.
- Figure 22 shows a range of different customer communication touch points and the extent to which they are used by responding companies. It can be seen that nine different online and offline touch points are relevant for at least half of the companies surveyed. Against this backdrop, it is easy to see why so many organisations struggle to ensure a consistent cross-channel customer experience. The almost universal nature of digital communication is highlighted by the fact that 97% of companies use websites to communicate with customers, while 87% use email. The most commonly used offline channel is telephone support or sales which almost three quarters (74%) of companies use. Two thirds of companies (66%) say they carry out offline brand advertising. The same proportion (66%) use digital advertising as a touch point, while almost the same number of respondents (65%) say they use social media. It is a sign of the times that as many companies now communicate through social media as offline direct marketing (also 65%).Despite the growth of mobile marketing in recent years, fewer than a quarter of companies say they use mobile applications (23%) or text or picture messaging (22%) to communicate with customers.
- Cluttered: Operational systems and processes are tactical and single-channel drivenConsidered: Individual systems and processes are customer focused but lack links cross-channelCapable: Integrated systems and processes but not fully harnessed cross-channelCultural: Fully integrated systems and processes harnessed cross-channel
- Cluttered: Operational systems and processes are tactical and single-channel drivenConsidered: Individual systems and processes are customer focused but lack links cross-channelCapable: Integrated systems and processes but not fully harnessed cross-channelCultural: Fully integrated systems and processes harnessed cross-channel
- Cluttered: Operational systems and processes are tactical and single-channel drivenConsidered: Individual systems and processes are customer focused but lack links cross-channelCapable: Integrated systems and processes but not fully harnessed cross-channelCultural: Fully integrated systems and processes harnessed cross-channel
- Cluttered: Operational systems and processes are tactical and single-channel drivenConsidered: Individual systems and processes are customer focused but lack links cross-channelCapable: Integrated systems and processes but not fully harnessed cross-channelCultural: Fully integrated systems and processes harnessed cross-channel
- Companies are typically trying to integrate systems and adopt a customer-centric approach, but haven’t yet reached the stage where they have properly managed to harness these different processes in a way which allows for seamless cross-channel engagement.
- Companies are typically trying to integrate systems and adopt a customer-centric approach, but haven’t yet reached the stage where they have properly managed to harness these different processes in a way which allows for seamless cross-channel engagement.
- Survey respondents were asked how close their own organisations are to having a single view of the customer. Only 32% of companies say they have the integrated systems and processes required to give customers a joined-up experience.
- Respondents were asked to indicate the most significant barriers which prevent them from improving the multichannel customer experience. The greatest barrier is organisational structure, which is one of the three greatest barriers for 41% of respondents. The next most significant issue is complexity of customer experience, cited as a major barrier by 38% of respondents.
- More than a third of companies surveyed (38%) say that ownership of the multichannel customer experience lies with a mixture of different departments, and less than a third of companies (31%) have a budget which is dedicated to improving the customer experience. (CHART BELOW)
- More than a quarter of companies (28%) say there is no budget at all for improving the customer experience, while a further 41% say that they use budget which was assigned for other things.
- “Making our own staff aware of how powerful their contribution is to customer services.”“Clients who have the greatest difficulty are those who pay lip service to the customer experience, but refuse to entertain the possibility of doing more fundamental work, earlier in the design process.” “If something doesn't bring in money it's not considered important enough to invest time and money on.”
- “One single view of the customer ... joined-up systems which reflect and support our business practices.”“Full integration of all communication outlets, with a view to communicate one unified message to the consumer.”“Create an overall multi-touch-point strategy (offline and online, all channels) and a step-by-step plan to integration.”“Primary research on our customers about their measures of quality and the behavioural landscape within which our proposition must exist.”