Customer experience & omni-channel - An introduction

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Marketing and business is becoming omni-channel. Physical and digital channels are blended. Customers’ journeys become more and more complex. Digital technologies create new customer experiences. Customer experience management will be the competitive advantage of the coming decade and is a project driving business transformation.

Omni–channel & Customer experience:
An introduction
by Sergios Dimitriadis
Executive seminar
Πολυ-καναλικό
Μάρκετινγκ &
εμπειρία πελάτη

The organization
One customer
along his journey
context
The channels (touch points)
Customer experience
data, platforms
digital
transformation
information, products, services, orders, payments, delivery, support, returns, content, advertising
courier
service
social mediacataloguenewsletter store app site call center

A topical issue: Why?
 Digital technologies bring
 new channels
 new customer journeys
 opportunities for enhanced CX &
personalization
 Customer is already multi-channel
Omni-channel & Customer experience
 Experience economy
 Increasing level of customer expectations
 Loyalty tends to diminish
 Customer experience = pillar for innovation,
differentiation, business development,
competitive advantage

Convergence of physical & digital
Omni-channel
pure physical pure digital
physical & digital
multi-channel, parallel use
omni-channel, unified use, hybrid channels
• site, e-shop
• app
• social
• …
• stores
• catalogues
• agents
• …

 Service quality
 Customer service
 Customer satisfaction
 Customer relationship management (CRM)
Customer experience
is not just …

is what people …
 think, feel, sense, experience
 during their entire customer journey
 through all touch points, events, context of the journey.
Customer experience

Which customer?
Who is the customer?
doctor – patient
retailer – consumer
agent – insured person
3rd party personnel
B2B: various people involved
internal customers, employees
Customer experience

at a strategic level
• Sales?
• New customers?
• Retention – churn – loyalty?
• Customer share?
• Customer Live-time Value?
• Customer experience?
Customer experience

The age of transparency & trust
CX & omni-channel management
‘Many companies still make money by fooling their customers, by taking advantage
of customer mistakes or lack of knowledge, or simply by not telling them what they
need to make more informed decisions’.
Don Peppers, Customer Experience: What, How and Why Now,TeleTech 2016

The age of transparency & trust
CX & omni-channel management
Act in the interest of the customer

Which departments, operations, processes are concerned?
CX & omni-channel management
Marketing,
Sales,
Customer service,
HR,
Operations,
IT,
Logistics,
Legal,
Procurement,
CEO
A cross-functional project | alignment
Anallhierarchylevels
project

CX & omni-channel management
And what about your partners?
Retailer
Agents
Delivery
services
Repair
services
Retailer
Retailer Agents
Agents Delivery
services
Repair
services
Repair
services
Repair
services
Repair
services
Suppliers,
brands

CX & omni-channel management
• Audit
• Objectives, KPIS, priorities
• Action plan
• Strategy
• Culture
• Channels, processes
• CX measurement
• Data & systems
• People
• Budget

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Customer experience & omni-channel - An introduction

1. Omni–channel & Customer experience: An introduction by Sergios Dimitriadis Executive seminar Πολυ-καναλικό Μάρκετινγκ & εμπειρία πελάτη

2. The organization One customer along his journey context The channels (touch points) Customer experience data, platforms digital transformation information, products, services, orders, payments, delivery, support, returns, content, advertising courier service social mediacataloguenewsletter store app site call center

3. A topical issue: Why?  Digital technologies bring  new channels  new customer journeys  opportunities for enhanced CX & personalization  Customer is already multi-channel Omni-channel & Customer experience  Experience economy  Increasing level of customer expectations  Loyalty tends to diminish  Customer experience = pillar for innovation, differentiation, business development, competitive advantage

4. Convergence of physical & digital Omni-channel pure physical pure digital physical & digital multi-channel, parallel use omni-channel, unified use, hybrid channels • site, e-shop • app • social • … • stores • catalogues • agents • …

5. Customers are already multi-channel

6.  Service quality  Customer service  Customer satisfaction  Customer relationship management (CRM) Customer experience is not just …

7. is what people …  think, feel, sense, experience  during their entire customer journey  through all touch points, events, context of the journey. Customer experience

9. Which customer? Who is the customer? doctor – patient retailer – consumer agent – insured person 3rd party personnel B2B: various people involved internal customers, employees Customer experience

10. at a strategic level • Sales? • New customers? • Retention – churn – loyalty? • Customer share? • Customer Live-time Value? • Customer experience? Customer experience

11. The age of transparency & trust CX & omni-channel management ‘Many companies still make money by fooling their customers, by taking advantage of customer mistakes or lack of knowledge, or simply by not telling them what they need to make more informed decisions’. Don Peppers, Customer Experience: What, How and Why Now,TeleTech 2016

12. The age of transparency & trust CX & omni-channel management Act in the interest of the customer

13. Which departments, operations, processes are concerned? CX & omni-channel management Marketing, Sales, Customer service, HR, Operations, IT, Logistics, Legal, Procurement, CEO A cross-functional project | alignment Anallhierarchylevels project

14. CX & omni-channel management And what about your partners? Retailer Agents Delivery services Repair services Retailer Retailer Agents Agents Delivery services Repair services Repair services Repair services Repair services Suppliers, brands

15. CX & omni-channel management • Audit • Objectives, KPIS, priorities • Action plan • Strategy • Culture • Channels, processes • CX measurement • Data & systems • People • Budget

16. https://www.digima.gr/customer-experience/

Customer experience & omni-channel - An introduction

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