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SDNC13 -DAY2- Is the Future Omni-Channel by Jonathan Blakeney & Erdem Demir
The document discusses designing omni-channel customer experiences. It emphasizes creating complementary experiences across channels by blending digital and physical experiences, responding to customer mobility, and synchronizing information. It also stresses promoting consistency by providing consistent structures, honoring device-specific needs, and harmonizing visual qualities. Additionally, the document recommends matching offers to customer context by tying activities to appropriate devices and providing contextual offers.
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SDNC13 -DAY2- Is the Future Omni-Channel by Jonathan Blakeney & Erdem Demir
- 2. A S CE BRA N S BR ND PERI E CE EX ND EX PERIEN ISTHE FUTURE OMNI-CHANNEL?
- 3. THE EXPERIENCE FACTOR Brandexperiences
- 4. THE EXPERIENCE FACTOR THESTRONGEST CONNECTIONS WITH A BRAND ARE BUILT THROUGH EMOTIONAL BONDS Brand experiences
- 5. THE EXPERIENCE FACTOR THESTRONGEST CONNECTIONS WITH A BRAND ARE BUILT THROUGH EMOTIONAL BONDS Brand experiences EMOTIONAL BONDS ONLY DEVELOP THROUGH POWERFUL EXPERIENCES
- 6. THE GOOD NEWS... Brandexperiences
- 7. THE GOOD NEWS... 81% Brandexperiences OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE
- 8. THE GOOD NEWS... 81% 70% Brandexperiences OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE OF BUYING EXPERIENCES ARE BASED ON HOW THE CUSTOMER FEELS THEY ARE BEING TREATED
- 9. CHANNEL STRATEGY EVOLUTION SINGLE Brandexperiences MULTI CROSS OMNI
- 10. FACT CUSTOMERS SWITCH BETWEEN CHANNELSTO GET SERVED THROUGHOUT THE DAY Brand experiences
- 11. FACT 90% USE MULTIPLE SCREENS SEQUENTIALLYTO ACCOMPLISH A TASK OVER TIME 98% MOVE BETWEEN DEVICES THAT SAME DAY Brand experiences Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
- 12. MIND YOUR OMNICHANNELCUSTOMERS OMNI CHANNEL CUSTOMERS SPEND MORE ACCORDING TO A DELOITTE STUDY, OMNI-CHANNEL CUSTOMERS SPEND 93% MORE PER TRANSACTION THAN CUSTOMERS THAT ONLY SHOP ONLINE Brand experiences SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
- 13. MIND YOUR OMNICHANNELCUSTOMERS OMNI CHANNEL CUSTOMERS SPEND MORE SIMILARLY, OMNI-CHANNEL CUSTOMERS SPEND 208% MORE PER TRANSACTIONS THAN THOSE THAT ONLY PURCHASE IN STORE Brand experiences SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
- 14. MIND YOUR OMNICHANNELCUSTOMERS OMNI CHANNEL CUSTOMERS SPEND MORE SIMILARLY, THE DELOITTE STUDY FOUND THAT CUSTOMERS WHO ENGAGED WITH THE BRAND IN CERTAIN WAYS WERE MORE VALUABLE THAN THOSE THAT DID NOT ENGAGE IN A PARTICULAR BEHAVIOR. FOR EXAMPLE, CUSTOMERS WHO VISITED A RETAILER’S MOBILE WEBSITE SPENT 59% MORE THAN CUSTOMERS WHO DID NOT. CUSTOMERS WHO LIKED A RETAILER ON FACEBOOK SPENT 44% MORE THAN CUSTOMERS WHO DID NOT Brand experiences SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
- 15. FACT AND THEY EXPERIENCE ABRAND NOT CHANNELS OF A BRAND Brand experiences
- 16. YOUR EXPERIENCE IS ONLY AS STRONG ASYOUR WEAKEST PART Brand experiences
- 17. SPREADING THE WORD ADVOCATES HAPPY CUSTOMERSARE LIKELY TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE Brand experiences
- 18. SPREADING THE WORD ADVOCATES BADVOCATES HAPPY CUSTOMERSARE LIKELY TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE UNHAPPY CUSTOMERS ARE LIKELY TO TELL MORE THAN 20 PEOPLE ABOUT A BAD EXPERIENCE Brand experiences
- 19. TRENDS IN 360º Brandexperiences
- 20. FOR A GREATOMNICHANNEL EXPERIENCE... 01 CREATE COMPLEMENTARY EXPERIENCES 02 PROMOTE CONSISTENCY ACROSS CHANNELS 03 MATCH OFFER WITH CONTEXT 04 UTILIZE ECOSYSTEMS 05 HUMANIZE AND PERSONALIZE Brand experiences
- 21.
- 22. BLEND DIGITAL WITHPHYSICAL RESPOND TO MOBILITY SYNCHRONIZE AND INFORM ORCHASTRATE ELEMENTS Brand experiences
- 23. 01 CREATE COMPLIMENTARY EXPERIENCES FUELFORINLINE APP BLENDING DIGITAL WITH PHYSICAL Brand experiences
- 24. 01 Create ComplementaryExperiences CREATE COMPLIMENTARY EXPERIENCES FUELFOR INLINE APP BLENDING DIGITAL WITH PHYSICAL Brand experiences
- 25. Create Complement 01 CREATE COMPLIMENTARYEXPERIENCES ate Complementary Experiences STYLR APP RESPOND TO MOBILITY Brand experiences
- 26. OPPORTUNITY OPPORTUNITY # 92 # 92 12:30- 12:40 or # 92 12:30 12:40 Pick the branch digitally Brand experiences # 92 12:30 12:40 Get Q number Follow Q number Get served
- 27. 01 Create ComplementaryExperiences CREATE COMPLIMENTARY EXPERIENCES KINDLE SYNCH & INFORM (RECENT ACTIVITY) Brand experiences
- 28. OPPORTUNITY YOU HAVE RECENTLYENQUIRED ABOUT PRODUCT X. WOULD YOU LIKE TO HEAR MORE (ABOUT Y TOO)? Brand experiences
- 29.
- 30. MAKE CONTENT ACCESSIBLE PROVIDECONSISTENT STRUCTURES HONOR DEVICE SPECIFIC NEEDS HARMONIZE VISUAL QUALITIES Brand experiences
- 31. FACT 31% OF ALL MOBILESURFERS ARE ‘MOBILE-PRIMARY’ USERS Brand experiences Source: Karen McGrane, “The Rise of the Mobile-Only User”, Harvard Business Review Blog, May 28, 2013.
- 32. 02 PROMOTE CONSISTENCY ACROSSCHANNELS TWITTER PROVIDE CONSISTENT STRUCTURES (INFORMATION ARCHITECTURE) Brand experiences
- 33. 02 PROMOTE CONSISTENCY ACROSSCHANNELS Provide Consistency Between Channels FITBIT HONOR DEVICE-SPECIFIC NEEDS Brand experiences
- 34. 03 MATCH OFFER WITH CONTEXT Brandexperiences
- 35. MATCH DEVICE WITHACTIVITIES PROVIDE CONTEXTUAL OFFERS Brand experiences
- 36. 03 Match Offerwith Context MATCH OFFER WITH CONTEXT Browse Recipes Add Recipes to Shopping List Shop with List Scan Barcodes for Recipes Cook Away Browse Recipes ALLRECIPES MATCH DEVICE WITH ACTIVITIES Brand experiences
- 37. 03 MATCHMatch Offer withContext OFFER WITH CONTEXT SIMPLE BANK PROVIDE CONTEXTUAL OFFERS Brand experiences
- 38. OPPORTUNITY MOBILE CHECKLISTS WHILE Mobilechecklists while COLLECTING REQUIRED DOCUMENTS collecting required documents Brand experiences
- 39.
- 40. INTEGRATE BEST SERVICES TRANSACTIONSVIA SOCIAL UTILIZING SOCIAL DATA EFFORTLESS BANK OFFERS Brand experiences
- 41. 04 Ecosystems UTILIZE ECOSYSTEMS SIMPLE BANKMOBILE APP INTEGRATE BEST-IN-CLASS SERVICES Brand experiences
- 42. 04 UTILIZE ECOSYSTEMS Utilize Ecosystems DWOLLA TRANSACTIONS VIASOCIAL CHANNELS Brand experiences
- 43.
- 44. HUMANIZE THE DIGITAL ONEFACE FOR ALL REMOTE ACCESS TO ADVICE ENGAGING INFORMATION FORMAT PERSONALIZED ADVICE Brand experiences
- 45. FACT WHAT IF BRANCHES AREREPLACED BY ALL VIRTUAL BRANCHES 25% 22% WOULD NOT BE HAPPY BUT WOULD KEEP THE SAME DEPOSIT Brand experiences 7% WOULD NOT BE HAPPY AND WOULD REDUCE DEPOSITS WOULD SWITCH BANKS Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco
- 46. FACT FACT 3 AVERAGE Average number ofvisits per month NUMBER OF VISITS PER MONTH BY Aby a tech savvy customer TECH SAVVY CUSTOMER Brand experiences Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco Source : Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco.
- 47. 05 HUMANIZE & PERSONALIZEPersonalize Humanize& SIMPLE BANK HUMANIZE THE DIGITAL Brand experiences
- 48. 05 HUMANIZE & PERSONALIZEPersonalize Humanize & SHERPAA REMOTE ACCESS TO IN-DEPTH ADVICE Brand experiences
- 49. HOW TO DESIGN 360º Brandexperiences
- 50. RESEARCH ON CUSTOMER PROVIDER USEFUL USABLE DESIRABLE EFFECTIVE EFFICIENT DISTINCTIVE LOOKING FROMBOTH SIDES Brand experiences
- 51. TO RESEARCH FOR... Brandexperiences
- 52. TO RESEARCH FOR... UNDERSTANDING Brandexperiences
- 53. TO RESEARCH FOR... UNDERSTANDING Brandexperiences EVALUATING
- 54. LOOK & FEEL BENEFITS BOTHFUNCTIONAL AND EMOTIONAL. THE REASONS YOUR TARGET CUSTOMERS SHOULD CHOOSE YOUR BRAND COMPETITION ALTERNATIVE BRAND CHOICES AVAILABLE IN THE MARKETPLACE INSIGHT TARGET WHY YOUR BRAND MEETS THE NEEDS OF YOUR TARGET CUSTOMER BRAND DNA THE PEOPLE YOU WANT TO CHOOSE YOUR BRAND AS DEFINED BY DEMOGRAPHICS, SOCIO-ECONOMICS, ATTITUDE, ETC. DISTILLATION OF YOUR BRAND POSITIONING INTO ONE CLEAR DEFINING THOUGHT BRAND VALUES WHAT YOUR BRAND TRULY STANDS FOR AND BELIEVES IN. YOUR BRANDS POINT OF VIEW PERSONALITY HOW YOUR BRAND EXPRESSES ITSELF, BEHAVES AND TALKS TO YOUR TARGET CUSTOMERS TONE OF VOICE REASONS TO BELIEVE THE PROOF YOUR BRAND GIVES TO SUBSTANTIATE YOUR POSITIONING Brand experiences ESSENCE WHY YOUR BRAND MEETS THE NEEDS OF YOUR TARGET CUSTOMER HOW YOUR BRAND EXPRESSES ITSELF, BEHAVES AND TALKS TO YOUR TARGET CUSTOMERS
- 55. VISUAL EXPRESSION BRAND DEFINITION BRAND ADVOCACY 1 6 ENGAGEMENTS & EVENTS AWARENESS APPLICATION & DOCUMENTATION BRAND MARKETING 5 FORMAT STRATEGY MOMENTS OFTRUTH 2 DIGITAL & INTERIOR DESIGN 4 SALES PROCESS MOMENTS OF TRUTH PRODUCTS & SERVICES BRAND EXPERIENCES ENVIRONMENT PRODUCT STRATEGY PROPOSITION DEVELOPMENT 3 PEOPLE PEOPLE PROCESSES MERCHANDISING STRATEGY CUSTOMER FLOW Brand experiences LEADERSHIP MINDSET & BEHAVIOURS INNOVATION
- 56.
- 57. SERVICE SIMULATIONS ANDCUSTOMER JOURNEY MAPS Brand experiences
- 58. SERVICE SIMULATIONS ANDCUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS Brand experiences
- 59. SERVICE SIMULATIONS ANDCUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS 02 PICK REPRESENTATIVE ANTAGONISTS Brand experiences
- 60. SERVICE SIMULATIONS ANDCUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS 02 PICK REPRESENTATIVE ANTAGONISTS 03 RUN SCENARIOS Brand experiences
- 61. SERVICE SIMULATIONS ANDCUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS 02 PICK REPRESENTATIVE ANTAGONISTS 03 RUN SCENARIOS 04 DOCUMENT THE JOURNEY Brand experiences
- 62. SERVICE SIMULATIONS ANDCUSTOMER JOURNEY MAPS Branch Bank Website Online Banking Call Center Customer Care Brand experiences
- 63. AWARENESS MARKETING ENGAGEMENT & EVENTS WORDOF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 64. AWARENESS MARKETING ENGAGEMENT & EVENTS WORDOF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 65. AWARENESS MARKETING ENGAGEMENT & EVENTS WORDOF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 66. AWARENESS MARKETING ENGAGEMENT & EVENTS WORDOF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 67. AWARENESS MARKETING ENGAGEMENT & EVENTS WORDOF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 68. AWARENESS MARKETING ENGAGEMENT & EVENTS WORDOF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 69. AWARENESS MARKETING ENGAGEMENT & EVENTS WORDOF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 70. AWARENESS MARKETING ENGAGEMENT & EVENTS WORDOF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 71. AWARENESS MARKETING ENGAGEMENT & EVENTS WORDOF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 72. CONTEXTUAL INQUIRIES: IMMERSEIN CONTEXT Brand experiences
- 73. CHANNEL EXPERIENCE MAPPING KINDOF AN EMOTIONAL TALK Brand experiences
- 74. CHANNEL EXPERIENCE MAPPING PREMO(DESMET, 2002) Brand experiences
- 75. CHANNEL EXPERIENCE MAPPING Brandexperiences
- 76.
- 77. CHANNEL EXPERIENCE MAPPING CARDSORTING - TREE TESTING USABILITY TESTING EYE TRACKING Brand experiences
- 78. PRE-POST EVALUATIONS IMPACTOF THE DESIGN INTERVENTION BEFORE Brand experiences AFTER
- 79.
- 80.
- 81. WE CREATE 360°BRAND EXPERIENCES THAT DELIGHT CUSTOMERS, BUILD BRAND ADVOCACY AND DRIVE BUSINESS PERFORMANCE. WE ARE I-AM. ERDEM DEMIR, PHD JON BLAKENEY VISIT US ON erdem@i-amistanbul.com.tr jon@i-amonline.com www.i-amistanbul.com.tr @iamistanbul Brand experiences THANK YOU