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Why does it Makes Sense to Fully Understand Multichannel Issues?
At the Swiss Finance Institute's annual meeting, Jonathan Möller highlights the importance of understanding multichannel issues for effective customer engagement. He emphasizes the growing diversity of channels used by customers and presents a framework for developing customer experiences. Möller stresses the need for businesses to integrate various channels and learn from customer journeys to enhance their service delivery.
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Why does it Makes Sense to Fully Understand Multichannel Issues?
- 1. At the AnnualMeeting of the Swiss Finance Institute, Jonathan Möller from foryouand yourcustomers explains »Why it Makes Sense to Fully Understand Multichannel Issues«.
- 2. avatars game LoyaltyProgram VIPs/Stars Computer-Avatare spiel VIPs/stars computer Ratings loyalty program Co-Browsing ratings co-browsing Marke/Logo brand/logo file-sharing site mega store Zeitungswerbung newspaper advertising Zeitung Podcast Verpackung package/wrapping Radio Coupon Presseartikel Jahrmarkt annual fairs Tauschhandel barter trade Börse Online Empfehlung Sponsoring sponsoring Ausstellung Warenkaufhaus (eWOM) Events events Kundendienst Katalog Einkaufsstraße Außen-dienst Product Placement TV/Film Verkaufsparty Aktienbörse Fachmarkt Warenhaus- Kette Shopping Center Supermarkt Outlet outlet store Bahnhof/Flughafen- Shopping station/airport-shopping Convenience Store convenience store Verkaufsautomaten Verkaufsbusse Flyer Call Center Telefonbestellung Direct Mailing Außenwerbung Postbestellung Express Shop Showrooms Try Store Store in Store Monobrand-Stores Online Self- Service Pop-up Store Tankstelle gasoline stations Online Online- Tauschbörse Megastore Verein/Club Online Community Apps Preisvergleich Suchmaschine SEO SEA E-Book Website E-Mail- Werbung Blog Chat/Call Me Back Mobile Shop Onlineshop Social Commerce E-Mail- Bestellung E-Mail Support Online-berater Onlinevideo Smart Watch shop Werkstattverkauf Geschäft Tante-Emma-Laden Hausieren Café/ Restaurant Empfehlung (WOM) ... Restaurant im Shopping Center Buch Tabakgeschäft Kiosk Instore Communication Digital Signage Marktplatz Basar Fußgängerzone Zeitungsstand Schnellimbiss Gourmet-tempel Pick-up Point ... Faxbestellung Social Network Spiele ... ... um 1972 um 1750 um 1900 heute Beginn der ersten industriellen Revolution mit Innovationen wie Maschinen, Dampfantrieb, Eisenbahn, Kanäle, Textilindustrie etc. Beginn der zweiten industriellen Revolution mit Innovationen wie Stromübertragung, Glühbirne, Telefon, Beginn der dritten industriellen Revolution newspapers radio coupon press article stock exchange exhibitions department stores after-sales service catalogues shopping street external work product placement TV/film sales party stock markets specialist shops department store chain shopping centers supermarkets sales automat sale buses flyer call centers telephone order direct mailing outdoor advertising post order express shop showrooms try store store in store monobrand stores online self-service pop-up store online podcast online recommendation (eWOM) association/club online community Apps price comparison search engine SEO SEA eBook online vouchers Website Email-advertising blogs chat/call me back mobile shop onlineshop social commerce SMS Email-order E-Mail support online- FRQÀJXUDWRU online-adviser online video smart watch factory sale family-run shops hawking café/ restaurant recommendation (WOM) ... restaurant in the shopping center books tobacco shop instore communication digital signage market places bazaar pedestrian zones book stall fast food gourmet-temple pick-up point ... fax order social network mobile games ... ... at 1972 at 1750 at 1900 today start of the 1st industrial revolution along with innovations such as machinery, steam drives, railroads, channels, textile industries etc. start of the 2nd industrial revolution along with innovations such as power transmission, li ght bulbs, phones, start of the 3rd industrial revolution along with
- 3. There are 162channels which customers love to use. Which of them are you using for the relationship with your customer? foryouandyourcustomers
- 5. 1. There aremany channels – and the number is growing! 2. Customers are using the diversity naturally – can I keep up the pace as a supplier?
- 6. In particular weobserve three relevant key concepts in the context of channels… »Integration of Everything« »Level of Engagement« »Individual, anticipated Service« TOUCH ME NOW
- 12.
- 17. »Anticipatory Shipping« byAmazon http://blogs.wsj.com/digits/2014/01/17/amazon-wants-to-ship-your-package-before-you-buy-it/
- 19. 3. »Touch MeNow« means: Actively develop channels and customer experiences. Or: How can we learn fast and act even faster? 4. What do customers want? How do they act?
- 20. What does aCustomer Journey look like today? An example: Persona Sarah Schäfer (31y) from Bülach. Sarah is pregnant. She and her husband are very much looking forward to having their first baby. Every day, they discover new things. A friend is telling them about a great product with »Omega-3-Fettsäuren«. Sarah wants to learn more about it. »I am so much looking forward to having a baby! But I am nervous too. Am I doing everything right? Did I forget anything?»
- 21. What does aCustomer Journey look like today? An example: Persona Sarah Schäfer (31y) from Bülach. There she finds the topic »Prenatal Registration at the Health Insurance«. Is looking for »Omega-3- Fettsäuren« on Google and finds the website swissmom.ch. Sees a banner »Protect your Child before Birth!«, clicks it and arrives on a microsite. Completes online form asking for a meeting with an insurance agent. Insurance company calls to arrange for a meeting and receives contact information. Sarah receives confirmation via E-mail. It contains further information on »Baby Package«.
- 22. The Model forMultichannel Business by foryouandyourcus tomers gives you a clear view on sophisticated Multichannel. Foundation Data & Structure Orchestration Organization, Processes & Tools shop User Orientation Channels Customer and his Shopping Experience Organization Processes Tools Source: Book »Multichannel-Leitfaden«, 2014
- 23. A good Foundationdelivers Flexibility. If build upon, Orchestra tion adds Efficiency and User Orientation contributes Effectivity. Foundation Data & Structure Orchestration Organization, Processes & Tools shop User Orientation Channels Customer and his Shopping Experience Organization Processes Tools Flexibility + Efficiency + Effectivity Source: Book »Multichannel-Leitfaden«, 2014
- 24. 5. Customer JourneyAnalysis (»Channel OPERA«) to learn fast 6. »Model for Multichannel Business« to act faster
- 25. Maturity Level 1 »Local Relationships« Source: Book »Multichannel-Leitfaden«, 2014 Maturity Level 2 »Efficient Channels« Vergleichen Überzeugen Beraten Suchen Finden Entscheiden Individualisieren Teilen Vertrauen Austauschen Kaufen Maturity Level 3 Entdecken Informieren »Customer Oriented Touchpoints« »Indu s tr ialisation« »Ind ivi dualisation«
- 26. Understanding Multichannel Issues: Learn Fast, Act Faster. Channel OPERA: http://fyayc.com/opera Multichannel Business: http://fyayc.com/model Download Slides: http://fyayc.com/sfi2014 Jonathan Möller +41 44 210 44 77 jom@foryouandyourcustomers.com foryouandyourcustomers in Amsterdam · Dusseldorf · Munich · Vienna · Zurich