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Identifying Multi Channel Customer Experience Best Practice

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Presentation given at Customer Experience Sydney on best practice customer experience across channels

Published in: Business, News & Politics
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  • Good set of ’7 things to achieve best practice’. And there IS a benchmark - you have it as your first thing - what would Richard do? That’s powerful. Your #5 and brand extension - this seems to be a big FAIL among many and you mention Qantas and I couldn’t agree more - their brand message seems totally at odds with the everyday ’end to end customer journey’ which is typically a mess. Pity your slide 43 research was 2007 I think it would have changed quite a lot by now - WOM moved up. Tks for the pack. Walter @g2m http://xeesm.com/walter
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Identifying Multi Channel Customer Experience Best Practice

  1. 1. Identifying Best PracticeIn Cross Channel Design<br />
  2. 2. What was the last great experience you had ?What made it a great experience?What was the feeling it gave you?<br />
  3. 3. Was it something you ate?<br />
  4. 4. Or something you bought?<br />
  5. 5. What was the last great multi-channel experience you had ?<br />
  6. 6. Or catching a flight?<br />
  7. 7. Or getting a mortgage?<br />
  8. 8. What was the last great experience you hadthat kept on giving ? Or that you told someone else about?<br />
  9. 9. Or that you felt got it right?Or did it differently to others?<br />
  10. 10. Which well known brand was it?<br />
  11. 11. Was it even a ‘brand’?Was it a local business with a small niche clientele?<br />
  12. 12. Was it what you would have labelled “Best Practice”?How do we define it?<br />
  13. 13.
  14. 14.
  15. 15. The Hard Work of Best Practice<br />WIDE<br />DEEP<br />SPECIALISE?<br />GENERALISE?<br />
  16. 16. What was the 1 thing consistent across your recent multi-channel experience?<br />
  17. 17. YouThe Customer<br />
  18. 18. So that’s a customer experience that works …What’s your companys brand & customer experience FAMOUS for?What story does it want to tell?<br />
  19. 19. 7Current Challengesin Multi-Channel Management<br />
  20. 20. Challenge 1Competitors are always moving forward<br />
  21. 21. The competitive landscape<br />INTERNATIONALS<br />RETAIL BANKS WITH MAJOR BRANCH PRESENCE<br />DIRECT & NON-BANK<br />
  22. 22.
  23. 23. Challenge 2Channels are changing, growing, moving<br />
  24. 24. Challenge 3Managing these channels takes increasingly specialised – and rare - talent<br />
  25. 25. Challenge 4Now that many products and services are being commoditised or disintermediated, innovation is crucial<br />
  26. 26. Challenge 5Technology presents opportunities and threats<br />
  27. 27. Challenge 6Your people are the variable – and the key<br />
  28. 28. Challenge 7Is best practice really achievable anyway??<br />
  29. 29. CUSTOMER <br />FACING <br />STAFF<br />DIRECT <br />LEADERSHIP<br />TOUCHPOINT MANAGEMENT & OPERATIONS<br />RETAIL / BPA LEADERSHIP;<br />RELATED PARTNERS ACROSS RETAIL<br />
  30. 30. Firsta bit about how banks do multi-channel …<br />
  31. 31.
  32. 32. Still many challenges<br />
  33. 33. Business Practice = Cust Sat<br />BRANCHES SHUTTING DOWN<br />INTERNET BANKING GOES MAINSTREAM<br />Source: Roy Morgan<br />
  34. 34. The Direct Banking ChallengeProcess Completion<br />RESEARCH &gt; ADVICE &gt; APPLY &gt; VERIFY &gt; DOCS &gt; SETTLE &gt; POST SALE<br />BRANCH<br />CONTACT CENTRE<br />ONLINE<br />
  35. 35. Understanding Best Practice<br />
  36. 36.
  37. 37.
  38. 38.
  39. 39. Too hardToo muchToo expensive<br />
  40. 40.
  41. 41.
  42. 42. So,how do customers feel about multi-channel experiences?<br />
  43. 43.
  44. 44. Get your balance right<br />DIFFERENTIATORS<br />DIFFERENTIATORS<br />DIFFERENTIATORS<br />BASICS<br />BASICS<br />BASICS<br />Getting the basics right is both a key customer experience requirement<br />And an industry differentiator!<br />
  45. 45. 7Things To Achieve Best Practice<br />
  46. 46. 7 things to achieve best practice<br />What would Richard do?<br />Lawyers are customers too<br />Computers n stuff<br />Eggs in baskets<br />A black turtleneck will set you free <br />A black turtleneck will set you apart<br />I’m famous, but you’ve never heard of me<br />
  47. 47. 1 – What would Richard do?Maintain the brand throughout ALL interactions<br />
  48. 48.
  49. 49. 1 – Maintain the brand throughout all interactions<br />Understand your uniqueness<br />Hire for attitude, train for skill <br />Create the culture <br />Change your business before you tell people about it<br />Getting your people on board is critical<br />
  50. 50. 2 – Lawyers are customers tooLive the end to end customer experience<br />
  51. 51. 2 – Live the end to end experience<br />Take a customer centric view<br />Find moments of truth, points of weakness<br />Understand the cust exp life cycle<br />Put yourself in their shoes<br />Foster any beginnings of unique communities or interests<br />
  52. 52. Source: Credit Suisse<br />
  53. 53. Source: Credit Suisse<br />
  54. 54.
  55. 55.
  56. 56. CX E2E Analysis<br />
  57. 57. 3 – Computers n StuffLeverage integrated or single platform technology<br />
  58. 58. 3 – Leverage integrated or single platform technology<br />Simplify (doesn’t nec mean centralise)<br />Understand there will be some client side capability<br />The device in the hand<br />
  59. 59.
  60. 60. 4 – Careful of too many eggs in too few basketsSingle or multi channel bias can be equally beneficial and dangerous<br />
  61. 61. ASSISTED SERVICE<br />ASSISTED SELF SERVICE<br />SELF SERVICE<br />
  62. 62. 4 – Careful of too many eggs in too few baskets <br />Start doing one channel very well<br />Over time you need to get all the areas done well<br />Despite focus on growing channels, <br />Good multi-channel CX is more valuable when things go wrong<br />
  63. 63. 5 – Black turtlenecks can set you freeUnderstand the importance of design<br />
  64. 64. 5 – Understand the importance of design<br />Not just the way things look, it’s how things work<br />Use design thinking as a process – <br />start with all the options and ideation<br />Filter, choose some, make prototypes<br />Test, test, test, launch then test<br />
  65. 65. Brand Extension - Mercedes TV<br />Nice - but are the cars any good?<br />
  66. 66. Spaces - Qantas First Class Lounge<br />Nice - but are the planes on time? <br />
  67. 67. 6 – Black turtlenecks can set you apartDo it better, or differently, or preferably both<br />
  68. 68. 6 – Do it better, or differently, or preferably both<br />Beat competitors at their own game<br />Go for the mass market<br />Create a new way of looking at things<br />and/or - Create niches and communities of passionate customers and advocates<br />Things that compete on cost don’t have to have poor CX, just meet expectations (where are they set?), or exceed them<br />
  69. 69.
  70. 70. Nice - but will they fix my MAC?<br />
  71. 71. 7 – I’m famous, but you’ve never heard of meBe selective in what you want to be FAMOUS for – the audience will be there<br />
  72. 72. 7 – Be selective in what you want to be FAMOUS for<br />Culmination of all these factors creates a unique multi-channel experience and offering<br />
  73. 73. Celebrity Entrepreneur + Altruistic Cause = Business Success<br />Nice - but are the shoes any good?<br />
  74. 74. The Multi-Channel Challenge<br />
  75. 75. 7 Ways To Best Practice<br />Maintain the brand throughout ANY execution<br />Live the end-to-end customer journey<br />Leverage integrated or single platform tech<br />Balance mix – great in 1 channel, good in many<br />Understand the importance of design<br />Do it better, or differently, preferably both<br />Be Selective in what you want to be FAMOUS for<br />
  76. 76. Thanks<br />Rob.J.Findlay@nab.com.au<br />TheBankChannel.com<br />

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