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© Foviance
Multi-channel Customer Experience
Report 2010
in association with Econsultancy
Paul Blunden, CEO, Foviance
Linu...
Overview
Methodology
Findings
 Strategy and importance
 Foviance maturity model – where do companies sit?
 Barriers
 O...
Online survey, June / July 2010
Over 500 respondents, including:
 289 client-side organisations
 221 agency / supply-sid...
Importance of multichannel strategy
49%
41%
9%
1%
Very
important
Quite
important
Not very
important
Not at all
important
|...
| Multichannel Customer Experience Report 2010 || 5
8%
24%
68%
No
Yes, a weak link
Yes, a strong link
Photo credit: Matti ...
How well developed is your company’s strategy for
improving the customer experience?
9%
69%
22%
There is no
strategy
We ar...
| Multichannel Customer Experience Report 2010 || 7 | Social Media and Online PR Report || 7
Nearly one in 10 companies (9...
| Multichannel Customer Experience Report 2010 || 8 | Social Media and Online PR Report || 8
Nine different online and off...
Touch points used to communicate with customers
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichann...
Cluttered:
Operational systems and
processes are tactical and
single-channel driven
| Multichannel Customer Experience Rep...
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
Considered:
Individual systems and
proces...
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
Capable:
Integrated systems and
processes...
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
Cultural:
Fully integrated systems and
pr...
The Foviance Customer Experience Maturity Model
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichann...
How close is your organisation to having
a single view of the customer?
4%
28%
44%
24%Cluttered
Considered
Capable
Cultura...
Only 32% of companies have
the integrated systems
required to give customers a
joined-up experience.
| Multichannel Custom...
Barriers
24%
30%
31%
33%
34%
38%
41%
Focus on short-term profit
Lack of overall strategy
Lack of budget
Lack of resources
...
Photo credit: stuartpilbrow on
Flickr
Photo credit: jonk on Flickr
Many organisations are lacking
an individual or departm...
Photo credit: stuartpilbrow on
Flickr
Photo credit: jonk on Flickr
| Multichannel Customer Experience Report 2010 |
http:/...
Ownership of multichannel customer experience
38%
25% 24%
7%
5%
1%
A mixture of
different
departments
No-one Marketing and...
Budget for improving customer experience
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
...
Problems improving customer experience
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
“I...
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
“Making our own
staff aware of how
powerf...
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
“Clients who have the greatest
difficulty...
How to improve the customer experience
“One single view of
the customer ...
joined-up systems
which reflect and
support ou...
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
“Full integration of all
communication ou...
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
“Create an overall
multi-touch-point
stra...
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
“Primary research on our
customers about ...
© Foviance
User testing
© Foviance
Experience
Design
User testing
© Foviance
Experience
Research
Experience
Design
User testing
© Foviance
Experience
Research
Experience
Design
Data
analytics User testing
© Foviance
Experience
Research
Experience
Design
Data
Integration
Data
analytics User testing
© Foviance
Experience
Research
Experience
Design
Data
Integration
Data
analytics
Customer
Experience
Strategy
User testing
© Foviance
Experience
Research
Experience
Design
Data
Integration
Data
analytics
Customer
Insight
Customer
Experience
Stra...
© Foviance
Experience
Research
Experience
Design
Data
Integration
Data
analytics
Customer
Insight
Social
Media for
Custome...
© Foviance
Experience
Research
Experience
Design
Data
Integration
Data
analytics
Customer
Insight
Social
Media for
Custome...
© Foviance
Experience
Research
Experience
Design
Data
Integration
Data
analytics
Customer
Insight
Social
Media for
Custome...
© Foviance
© Foviance
Summary
| Multichannel Customer Experience Report 2010 |
http://ecly.co/multichannel-exp
 Companies know this is importan...
© Foviance
Paul Blunden
08450 546550
paul.blunden@foviance.com
foviance.com
Linus Gregoriadis
0207 269 1465
linus@econsult...
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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. 1. © Foviance Multi-channel Customer Experience Report 2010 in association with Econsultancy Paul Blunden, CEO, Foviance Linus Gregoriadis, Research Director, Econsultancy @Foviance @Econsultancy
  2. 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. 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. 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. 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. 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. 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. 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. 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. 10. Cluttered: Operational systems and processes are tactical and single-channel driven | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
  11. 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. 12. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp Capable: Integrated systems and processes but not fully harnessed cross-channel
  13. 13. | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp Cultural: Fully integrated systems and processes harnessed cross-channel
  14. 14. The Foviance Customer Experience Maturity Model | Multichannel Customer Experience Report 2010 | http://ecly.co/multichannel-exp
  15. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  29. 29. © Foviance User testing
  30. 30. © Foviance Experience Design User testing
  31. 31. © Foviance Experience Research Experience Design User testing
  32. 32. © Foviance Experience Research Experience Design Data analytics User testing
  33. 33. © Foviance Experience Research Experience Design Data Integration Data analytics User testing
  34. 34. © Foviance Experience Research Experience Design Data Integration Data analytics Customer Experience Strategy User testing
  35. 35. © Foviance Experience Research Experience Design Data Integration Data analytics Customer Insight Customer Experience Strategy User testing
  36. 36. © Foviance Experience Research Experience Design Data Integration Data analytics Customer Insight Social Media for Customer Service Customer Experience Strategy User testing
  37. 37. © Foviance Experience Research Experience Design Data Integration Data analytics Customer Insight Social Media for Customer Service Customer Experience Strategy User testing
  38. 38. © Foviance Experience Research Experience Design Data Integration Data analytics Customer Insight Social Media for Customer Service Customer Experience Strategy Multichannel Customer Experience User testing
  39. 39. © Foviance
  40. 40. © Foviance
  41. 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. 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/

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