Today, there are 162 channels, which companies can use to communicate, sell and service to their customers. Every organisation uses about 80 channels – often without being aware of all of them. Customers adapt quickly and naturally use the diversity of channels. For an organisation, it is very difficult to integrate new channels that fast. Even worse, the overall customer experience suffers and customers start to look at different suppliers with experiences fitting their expectations. In general it is clear, that companies, which are not updating the multichannel experience will loose revenue.

1. At the Annual Meeting of the Swiss Finance
Institute, Jonathan Möller from foryouand
yourcustomers explains »Why it Makes
Sense to Fully Understand Multichannel
Issues«.

2. avatars game
Loyalty Program
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 162 channels which customers love to use. Which of
them are you using for the relationship with your customer?
foryouandyourcustomers

5. 1. There are many 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 we observe three relevant key concepts in the
context of channels…
»Integration of
Everything«
»Level of
Engagement« »Individual,
anticipated Service«
TOUCH ME NOW

12. http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html
Andrew Pole

17. »Anticipatory Shipping« by Amazon
http://blogs.wsj.com/digits/2014/01/17/amazon-wants-to-ship-your-package-before-you-buy-it/

19. 3. »Touch Me Now« 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 a Customer 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 a Customer 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 for Multichannel 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 Foundation delivers 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 Journey Analysis (»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