Omni channel for slide share
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As Head of eCommerce in 7-Eleven Thailand. Parin had establish the Omni Channel Strategy in his corporate. Empower the customer who buy online to be able to pay and pick up at the stores. His slide crafted from the strategic 6 Omni channel excellences which have been implemented in 7-Eleven in 2012-2015. It's the result from the cooperation between Thailand and German consulting firm.
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Omni channel for slide share
- 1. OMNI CHANNEL The Inevitable Strategy of Retail
- 2. 1999-2006 Scania, Engineering Marketing 2006-2007 New Era Interactive : Marketing Manager 2007-2014 7-Eleven, Head of eCommerce 2014-2015 DHL, eCommerce Director 2010… Thai Webmaster Association, Secretary 2008… Thai eCommerce Association, Executive Committee 2015… Ministry of ICT Committee of eCommerce Development of Thailand, PARINSONGPRACHA PARINEST@GMAIL.COM
- 3. Corporate website Looking for trust Complicate request Looking for more detail Other websites Service product comparison Social media Ask for opinion Share to friends 2 Ways communication Special points Can’t be controlled Sales Person, PC Ask for personalized request Specific information Looking for personal services *Special point They also become brand representative Mobile Apps Time/ place convenient services Benefits collection tools Push information in real time *Special point Applicable to add mobile hardware feature to improve customer experiences i.e. camera, NFC Physical Store Pick up location Return location *Special points Attract new customers Trust booster Call Center Call to order Seek for help in serious incident Seek for help in complicate issue Omni Channel Component Around Customer
- 4. HOW ??5 steps to start omni channel experiences for medium size company
- 5. 1. KnowYourValue in the Customer Point of View
- 6. 2. Imaging Action AlongValue Stream Apply for Loan (Example) Search for information Compare Alternatives Apply for Loan Ask their friends Search in social media Ask bank agent Visit several bank websites Call to call center Excel comparison Wait for Approval Fill in the form online Visit the bank Fill in mobile app. Check in mobile app Call Wait for sms Customer Action Value Stream
- 7. 3. Map theValue to the Contact Channels Search for information Compare Alternatives Apply for Loan Ask their friends Search in social media Ask bank agent Visit several bank websites Call to call center Excel comparison Wait for Approval Fill in the form online Visit the bank Fill in mobile app. Check in mobile app Call Wait for sms Customer Action Value Stream Social Media Bank Agent Bank website Call Center Online form Mobile App Bank branch Apply for Loan (Example) Contact Channels Website Mobile App Call Center
- 8. 4. Assign Essential Roles for Each Channels Search for information Compare Alternatives Apply for Loan Ask their friends Search in social media Ask bank agent Visit several bank websites Call to call center Excel comparison Wait for Approval Fill in the form online Visit the bank Fill in mobile app. Check in mobile app Check in the website Wait for sms Customer Action Value Stream Social Media Bank Agent Online form Mobile App Bank branch Contact Channels Apply for Loan (Example) Bank Agent Explain the holistic view Handle the specific questions Call Center Push the tools for the customer to take care of themselves Website As a Library of all services. Center of customer self service Mobile App Notification and reminder Website Mobile App Call Center Bank website Call Center
- 9. 5. Create the Automate Trigger for Seamless Experiences Search for information Compare Alternatives Apply for Loan Ask their friends Search in social media Ask bank agent Visit several bank websites Call to call center Excel comparison Wait for Approval Fill in the form online Visit the bank Fill in mobile app. Check in mobile app Call Wait for sms Customer Action Value Stream Social Media Bank Agent Bank website Call Center Online form Mobile App Bank branch Website Mobile App Call Center Apply for Loan (Example) Set Automate Trigger between channel CRM system Push sms 1. Call Center No. 2. Specific link direct to Loan information Call Center Auto fill online form for the customer push to the mobile phone to press “Submit” Website Automatically send sms for App download to customer mobile Contact Channels
- 10. Summary 1-5 1 2 3 4 5 List the top (20%) of value to customers Imagine the customer action along the value stream Map Value to Channels Assign roles for each channel Create the automate trigger along the customer action
- 12. Omni%% Channels% Excellence% 6 aspects to implement Omni Channel in the existing company (After finish fighting for the clear strategy)
- 13. Omni%% Channels% Excellence% Product% Category%% Concept% Central% CRM% Coordinated% Communica:on% Channel% Controlling% Cross% Corporate%% Culture% Integrated% SCM% Goal Single Communication Minimum Requirement 1. Clear answer for a basic questions 3. Dedicate customer support for detail questions
- 14. Goal Single CRM Program in every channels Minimum Requirement 1. Check point and burn point 3. Single customer database Omni%% Channels% Excellence% Product% Category%% Concept% Central% CRM% Coordinated% Communica:on% Channel% Controlling% Cross% Corporate%% Culture% Integrated% SCM%
- 15. Goal Universal Product Categories Minimum Requirement Product Category must be expandable/ compressible across the different channel without re-‐ structure Omni%% Channels% Excellence% Product% Category%% Concept% Central% CRM% Coordinated% Communica:on% Channel% Controlling% Cross% Corporate%% Culture% Integrated% SCM%
- 16. Goal Single view of inventory, Frictionless product flow. Minimum Requirement Stock transfer between branches Pick up, return in the store Omni%% Channels% Excellence% Product% Category%% Concept% Central% CRM% Coordinated% Communica:on% Channel% Controlling% Cross% Corporate%% Culture% Integrated% SCM%
- 21. Omni%% Channels% Excellence% Product% Category%% Concept% Central% CRM% Coordinated% Communica:on% Channel% Controlling% Cross% Corporate%% Culture% Integrated% SCM% Most%Difficult% Summary 6 Omni Channel Excellences
- 22. eCommerce and Online marketing Is the tool to combine all channels for customers How to use eCommerce in the retail business