See Mads-Peter Jakobsen's presentation from the Nordic Sitecore Conference, Malmø 2015.

1. CUSTOMER EXPERIENCE
Omnichannel from the customers’
point of view

5. Mads-Peter Jakobsen
Digital Strategist
Head of UX
Sitecore Digital Strategist MVP
@madspeter

6. AGENDA
| What is Omnichannel?
| Why Customer Experience?
| The core of the challenge

7. OMNICHANNELCUSTOMER EXPERIENCE

8. |Omnichannel
Where
we experience
| - coordinated message(s)
- coordinated feedback loop
| Omnichannel is the coordinated
connection of the touchpoints our
customers meet
|Customer Experience
What
we experience
| - what it makes us do
- how it makes us feel
The Customer Experience drives our
actions and emotions.

9. OMNI
CHANNEL

11. https://www.youtube.com/watch?v=EHMXXOB6qPA

14. 14

16. BUSINESS
INTELLIGENCE
CRM CUSTOMER
LIFE CYCLE
PRODUCT HISTORY PERSONA
NEWSLETTER APP WEBSITE SOCIAL
MEDIA
RECEIPT PoS

17. WEB
RECEIPTPoSSMSAPP
CUSTOMER
SUPPORT
NEWSLETTER

18. CUSTOMER EXPERIENCE

19. 19

20. relationship

22. Consumer products
THE NEGATIVE BUSINESS VALUE OF
POOR EXPERIENCE
| Decreased sales
Dissatisfied customers
Poor ratings & reviews
Negative word of mouth
Negative impact on brand
Increased need for documentation and
training
Increased support requests and costs
Source: Jim Ross (2014): The Business Value of User Experience.

23. THE GOOD EXPERIENCE
| Increased sales
Increased customer satisfaction and loyalty
Increased employee satisfaction
Reduced development cost and time
Decreased need for training and documentation
Reduced support costs
Increased productivity

25. THE RIGHT MESSAGE,
AT THE RIGHT TIME AND PLACE

29. WHAT IF WE DON’T KNOW THE
CONTEXT?

30. https://www.youtube.com/watch?v=qu9ImFMLYxw

33. Understand
your business
Understand
your users
Understand
your channels
Manage your
architecture
Design and
build your
system

35. THE RIGHT MESSAGE,
AT THE RIGHT TIME AND PLACE

41. THE RIGHT MESSAGE,
AT THE RIGHT TIME AND PLACE

47. People will forget what you said
People will forget what you did
But people will never forget how
you made them feel.
Maya Angelou

48. Customer Experience means business
Customer Experience is what you experience
Omnichannel is where you experience it
To do Omnichannel Marketing you need to
Understand your business
Understand your users
Focus on architecture
Create continuity based on feedback loops
Design for the emotion you want to evoke. Not for the
specific channel.
TAKE AWAYS

49. Mads-Peter Jakobsen
mpj@pentia.dk
@madspeter
Islands Brygge 55 | 2300 København S
+45 70 23 33 30 | info@pentia.dk