10 tips for omni-channel success

THE DIGITAL AGE IS CAUSING CUSTOMER DEFECTION:

10PRINCIPLESFOROMNI-CHANNELSUCCESS

FIFTH QUADRANT PRESENTS

Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au

http://www.fifthquadrant.com.au

Stephanie Bauer HEAD OF CONSULTING

Steve Nuttall HEAD OF CX RESEARCH

PRESENTED BY



Contents

OMNI-CHANNELEXPERIENCE

CUSTOMERCHANNELPREFERENCERESEARCHINSIGHTS

OMNI-CHANNELEXPERIENCE


DRIVERSOFOMNI-CHANNEL

STRATEGY


OMNI-CHANNEL EXPERIENCE



ALIGNEDTOCORPORATESTRATEGY

CUSTOMEREXPERIENCESTRATEGY BRAND

CUSTOMERDATASOVEREIGNTY

UniqueCustomerValueProposition(s)CustomerExperienceJourneyCustomerExperienceOutcomes

INNOVATION

CUSTOMEREXPERIENCEDESIGNTHINKING&CO-CREATION

CustomerKnowledgeStrategy&VoiceofCustomer&VoiceofEmployee

Marketing&Sales

Process&Operations

Technology

HumanCapital-People&Culture

KPI&reporting

Finance

CUSTOMER

EXP

ERIENCE

MAN

AGEM

ENTPR

OGR

AMS

CUSTOMER

EXP

ERIENCE

ANALYTICS,DATA

SCIENCE

&BIGDATASTRA

TEGY

CONTIN

GENTSTRATEGICPRO

JECTS

DEFINING OMNI-CHANNEL EXPERIENCE STRATEGY


Omni-ChannelStrategy



@

Multi-channelinfersofferingmultiplechannelsforcustomerstointeract

withanorganisation.

Omni-channelexperienceisdefinedasthedesignofthecustomerexperiencethroughyourcustomer’seyestoprovideanintegrated,seamlessandconsistentcustomerexperienceacrossallchannels.


16%

28%

13%

15%

12%

11%

12%

10%

11%

Web Chat

Click to Talk

Mobile App

SMS or MMS

Call using VOIP to a Consultant

Company Social Media Site

IM with a Consultant

Self Serve using the Website

Video: Call to a Live Consultant via video

DIGITAL CHANNELS ARE THE TOP PRIORITY FOR ORGANISATIONS IN THE NEXT 12 MONTHS


NewChannels


INCREASED CHANNEL INVESTMENT

62%

34%18%

Willyourorganisationbeincreasingordecreasinginvestmentinthefollowingchannelsoverthenext12months?

83%

VOICE EMAIL

57%

FACE-TO-FACEONLINE MOBILE



ORGANISATIONS ARE COMMENCING THEIR JOURNEY TO CHANNEL INTEGRATION

Organisationshavecommencedthejourneytochannel

integrationbyunderstandingtheircustomersandevaluating

thepotentialimpactsonchannelintegrationincludingtechnology,cultureanddata.

Alongwithresourceissues,themainbarrierstochannel

integrationrelatetotechnologyanddata/insightsissues.


%PARTIALLYCOMPLETED:

14%19% 13%13%13%

CUSTOMERJOURNEYMAP

EVALUATETECHNOLOGY

EVALUATEDATA

IDENTIFYCULTUREBARRIERS

BUSINESSCASE

71% 57%63%RESOURCES DATA/INSIGHTTECHNOLOGY

- BARRIERS


CONSUMER CHANNEL PREFERENCE INSIGHTS



Considering your contact with organisations in the past 3 months, which of these channels have you used?

• Email

• Face-to-Face

• Mobile

• Phone

• Web Self-Service


27%

45%

13%

64%

41%

Here’s what our research shows.


TYPES, FREQUENCY, CHANNELS USED ACROSS ALL COMPANIES & INDUSTRIES

2.37


Averagenumberofchannelsusedwithacompanyinthepast3

months

1channel

2-3channels

4-5channels

6-9channels

Morethan10channels 2%

3%

11%

44%

40%


QUERY RESOLUTION


NUMBEROFINTERACTIONSTORESOLVE

• Question:Howmanytimesdidyouneedtocontact<company>toresolveyourquery?• Question:Besidesthechannelyoujustused,didyouuseanyotherstocontact<company>forthisquery?

6+x13%

4-5x9%

2-3x18%

Once59%

53%

47%

No I used the same channel.

Yes, I’ve used different channels.

CHANNELBOUNCING

2.94 Interactionsarehadonaverage


CHANNEL RESOLUTION PAIN POINTS


53%OFC O N S UM E R S USEMORETHANONE

CHANNELTORESOLVETHEIRQUERY

CUSTOMERPAINPOINTS

Thecompanynotknowingyourhistory

acrossdifferentchannels

Thecompanynotbeingabletocombineinformationcollectedfromdifferent

interactionstoprovideyouwithaseamlessservice

Havingtorepeatyourqueryeachtime

Havingtorepeatyouraccountandidentificationinformation

eachtime


CONSUMER CHANGE IN CHANNEL USAGE


Question:Generally,howdoyouthinkyourusageofeachofthesechannelsisgoingtochangeoverthe

next12months?

Web self-service

Mobile App

Email

Phone conversaeon only

Web chat

In Person

SMS / Text

Facebook

Automated & phone conversaeon

Social media/online forum

Automated phone only

Other Correspondence

Video Chat 77%

69%

76%

76%

75%

74%

76%

72%

73%

68%

65%

62%

58%

20%

27%

19%

16%

17%

16%

13%

17%

16%

16%

10%

12%

6%

4%

5%

5%

8%

8%

9%

10%

11%

11%

17%

25%

27%

35%

Increase Decrease StaytheSame



DRIVERS OF OMNI-CHANNEL

STRATEGY


DRIVERS OF CHANNEL STRATEGY


89% 85%

Business Efficiency Customer Experience57% Improve Operational Efficiency

38% Reduce Operating Costs

68% Improve the Customer Experience

41% Increase Customer Retention


KEY PRIORITIES


Improving Digital EffectivenessMigration to Self Service

Replacement of Deployment of TechnologyMobile Optimisation

Channel Optimisation Based on Customer ProfitabilityIncentivising Channel Switching

Routing OptimisationBetter Use of Analytics To Drive CX

Better Use of Analytics to Drive Sales and MarketingCost Reduction

Change Management and TrainingChannel Integration to Provide Seamless CX

Channel Integration for Integrated Data Exch. & Single VOC 26%

29%

37%

40%

32%

57%

9%

11%

14%

22%

26%

30%

43%

Optimisation

Analytics

Organisational

Integration



10 Principles for Omni-Channel Success


INCREASED BUSINESS VALUE FROM BETTER SERVICE


57% of consumers are willing to pay 10% or more for better customer service

$


CAUSES OF CUSTOMER DEFECTION


They have poor quality products / services

They provide poor customer service

They offer poor value for money

They are difficult to deal with

They increased their prices

They are hard to get in contact with 29%

43%

43%

49%

57%

66%


KEY CONSIDERATIONS FOR YOUR OMNI-CHANNEL STRATEGY

@1. Clearly articulate your objectives 2. Design the experience with customers 3. Understand customer channel preferences at an interaction level 4. Not all channels are equal 5. Workforce planning and contact forecasting 6. Measure performance for all channels 7. Conduct regular customer research 8. Measure cost per channel 9. Monitor channel shift 10. Correlate channel changes with key commercial KPIs



Q&AStephanie Bauer HEAD OF CONSULTING email:[email protected]

Steve Nuttall HEAD OF CX RESEARCH email:[email protected]

ASK THE EXPERTS


Got questions about CX?

mailto:[email protected]

mailto:[email protected]


THE DIGITAL AGE IS CAUSING CUSTOMER DEFECTION:

10PRINCIPLESFOROMNI-CHANNELSUCCESS

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Stephanie Bauer Head of CX Consulting direct : +61 2 9927 3361 email : [email protected] web : www.fifthquadrant.com.au


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10 tips for omni-channel success

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