waging and winning the omnichannel battle - medallia and winning the ... customers in ways that...
Post on 07-Jun-2018
219 Views
Preview:
TRANSCRIPT
Waging and Winning the Omnichannel Battle
Medallia © Copyright 2017. 2
Raman WadehraDirector
CX Measurement & Insights
Rachel GelmanSr. Manager
Customer & Agent Insights
Emma SopadjievaResearch & Analytics Manager
CX Strategy
AGENDA
Medallia © Copyright 2017. 3
What This Means for Business
Q&A
How Are Omnichannel Customers Different
The Omnichannel Journey1
2
3
4
Medallia © Copyright 2017.
The Omnichannel Journey
4
Traditional
The good, old-fashioned bricks and mortar store
E-commerce
Online shopping
Omnichannel
A seamless and frictionlessexperience across multiple devices and channels
Multichannel
Various, disconnected channels for customers to use independently
Medallia © Copyright 2017.
How We Shop Today
5
of retail shoppers use smartphones in-store
of Americans switch between devices in the same day
of consumers say they would rather connect with brands through multichannel
90% 98% 72%50%of shoppers expect that they can make a purchase online & pick up in-store
What Is The Business Case for an Omnichannel Focus In Your Industry?
Medallia © Copyright 2017.
Medallia Institute 2016 Omnichannel Study
In collaboration with a major U.S. retailer, and
Utpal Dholakia, Professor of Marketing at Rice University
46,000 customers
7% online-only
20% store-only
73% omnichannel customers
Every aspect of their shopping journey, including which channels they used, why, and how they rated their CX
Large scale study The survey captured:
6
Medallia © Copyright 2017.
How Are Omnichannel Customers Different
7
Comparing omnichannel customers to single-channel shoppers
Omnichannel customers
spend more
Omnichannel customers are
more loyal
The quality of an omnichannel
experience matters
Source: Medallia Institute Study, 2016
Medallia © Copyright 2017.
How Are Omnichannel Customers Different
Omnichannel customers spend more
With every additional channel they use, omnichannel shoppers spend more in-store
They spend 17% more in the next 6 months than single-channel shoppers
+4% In-store +10% Online
+17%
Source: Medallia Institute Study, 2016 8
Medallia © Copyright 2017.
How Are Omnichannel Customers Different
Omnichannel customers are more loyal
Omni customers transact
in the next 6 months, primarily by shopping online, than single-channel shoppers
33%more
Source: Medallia Institute Study, 2016 9
Medallia © Copyright 2017.
How Are Omnichannel Customers Different
10
The quality of an omnichannel experience matters
+22%
LTR = 0-6 LTR = 9-10
+40%
LTR = 0 LTR = 10
spend over the next 6 months
spend over the next 6 months
Source: Medallia Institute Study, 2016
Medallia © Copyright 2017.
How Are Omnichannel Customers Different
11
Omnichannel customers spend more
Omnichannel customers are more loyal
The quality of an omnichannel experience matters
Omni customers transact
in the next 6 months, primarily by shopping online, than single-channel shoppers
33%more
+22%
LTR = 0-6 LTR = 9-10
+40%
LTR = 0 LTR = 10
With every additional channel they use, omnichannel shoppers spend more in-store
They spend 17% more in the next 6 months than single-channel shoppers
+4% In-store +10% Online
+17%
spend over the next 6 months
spend over the next 6 months
Source: Medallia Institute Study, 2016
Medallia © Copyright 2017.
What This Means for Business
12
To compete with on-line pure plays like Amazon, retailers must:
Retail
But How Do You Do That?
Engagecustomers in ways that
provide value
Synchronizethe physical and digital worlds
Ensurea seamless and
frictionless omnichannel customer experience
13©2017Sprint.ThisinformationissubjecttoSprintpoliciesregardinguseandisthepropertyofSprintand/oritsrelevantaffiliatesandmaycontainrestricted,confidentialorprivilegedmaterialsintendedforthesoleuseoftheintendedrecipient.Anyreview,use,distributionordisclosureisprohibitedwithoutauthorization.
10.1.2016Version1.3DSB
Sprint Omni Channel Management
April, 2017
14©2017Sprint.ThisinformationissubjecttoSprintpoliciesregardinguseandisthepropertyofSprintand/oritsrelevantaffiliatesandmaycontainrestricted,confidentialorprivilegedmaterialsintendedforthesoleuseoftheintendedrecipient.Anyreview,use,distributionordisclosureisprohibitedwithoutauthorization.
10.1.2016Version1.3DSB
Over Time
Sprint Omni Channel Lenses
Across Customer Touchpoints
Throughout the Organization
15©2017Sprint.ThisinformationissubjecttoSprintpoliciesregardinguseandisthepropertyofSprintand/oritsrelevantaffiliatesandmaycontainrestricted,confidentialorprivilegedmaterialsintendedforthesoleuseoftheintendedrecipient.Anyreview,use,distributionordisclosureisprohibitedwithoutauthorization.
10.1.2016Version1.3DSB
Org structure to support• Customer Experience sits in the Omni
Channel Support Organization• Team leads new initiatives with participation
from every channel to ensure coordinated product and service launches
Customer Experience Measurement• Through consistent means, we measure the
customer experience in all channels to isolate areas of opportunity
Across Customer Touchpoints
16©2017Sprint.ThisinformationissubjecttoSprintpoliciesregardinguseandisthepropertyofSprintand/oritsrelevantaffiliatesandmaycontainrestricted,confidentialorprivilegedmaterialsintendedforthesoleuseoftheintendedrecipient.Anyreview,use,distributionordisclosureisprohibitedwithoutauthorization.
10.1.2016Version1.3DSB
Important to measure the customer experience throughout the customer journey – not just at a point in time
Our Focus
Over Time
17©2017Sprint.ThisinformationissubjecttoSprintpoliciesregardinguseandisthepropertyofSprintand/oritsrelevantaffiliatesandmaycontainrestricted,confidentialorprivilegedmaterialsintendedforthesoleuseoftheintendedrecipient.Anyreview,use,distributionordisclosureisprohibitedwithoutauthorization.
10.1.2016Version1.3DSB
Engaging corporate staff is a critical component• Make the focus on the customer experience real for non front line employees
• CX Operational Dashboard• Metrics with proven correlation to NPS• Comprehensive• Wide reaching
• Support from the Top• CEO engagement & support
Throughout the Organization
18©2017Sprint.ThisinformationissubjecttoSprintpoliciesregardinguseandisthepropertyofSprintand/oritsrelevantaffiliatesandmaycontainrestricted,confidentialorprivilegedmaterialsintendedforthesoleuseoftheintendedrecipient.Anyreview,use,distributionordisclosureisprohibitedwithoutauthorization.
10.1.2016Version1.3DSB
Growing Pains
Network
Marketing
OperationsIT, Digital, Care
Retail
Shared Services
Finance, HR, Corp Comms,
Legal
Prepaid
Enterprise
CX
Organizational Buy in
2
3
4
5
1
Service
Offers
Sales
Network
Training
CompetingPriorities
Keeping up with thePace of Change
Need for speed creates temptation to cut corners
CX team originally brought in when problems identified, instead of up front
WESTERN UNION
OMNICHANNEL CUSTOMER EXPERIENCE
Millions of WU Customers Globally
OmniChannel C2C Experiences
UsesWU.comfortheFirstTime
PastRetailSender
ChecksStatusonMobileApp
HistoryRecognized,TransactionApproved
ReceivesStatus
NotificationviaSMS
FindsLocationusing
Website
TransactionDeclinedOnline
SendsMoneyatRetail
FundssendtoReceivers
BankAccount
GoestoRetailtoSendMoney
PaysCashforTransfer
UsesIn-StoreKiosk
Whencustomersreportinteractingwithmultiplechannelsforatransaction,theiroverallsatisfactionislowerthaniftheyonlyinteractwiththetransactionchannel.
Why is the OmniChannel Customer so Important?
Morethan50%ofsurveyrespondentsreportinteractingwithmultiplechannelsintheirtransactionexperience.
CustomerswhotransactinbothRetailandDigitalchannelssendnearly3Xmoretransactionsperyearthancustomerswhouseonlyonechannel.
Evolution to Customer Focus
Multi-YearorganizationfocusshiftfrombusinessunitsowningasingleRevenueChanneltobusinessunitsowningtheCustomerExperienceforanentireCustomerJourney.
CompanyorganizedbyRevenueChannel
RetailChannelvs.DigitalChannel
CompanyorganizedbyCustomerExperienceConsumerMoneyTransfervs.
BusinessPayments
Then: Now:
Looking Ahead…
Dedicated team leading the charge to center every decision on the Customer.
Embracing organizational change to meet the needs of our OmniChannel Customer.
Q&A
top related