directors forum: multichannel customer experience
DESCRIPTION
Paul Blunden, CEO Foviance, presented at the Multichannel Directors Forum ( 29th June 2011). Here is his presentation, for anymore information please contact us on [email protected]TRANSCRIPT
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Multichannel Customer Experience:
From consumers to client
June 2011
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Paul BlundenCEO
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• Over 500 respondents• 77% turnover >£10m• 68% UK companies
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“The aggregated experience a customer has of a brand gained from all
interactions across managed and unmanaged touch-points, for the
duration of that relationship.”
(Foviance, 2010)
Multichannel customer experience - definition
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90% important or very important
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Only 22% have well developed strategy
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Undifferentiated
Differentiated
Com
petiti
ve P
ositi
on
Market PremiumPricing
Nee
ds o
f cus
tom
ers
Irrelevant to
Relevant to
Customisation
Commodisation
Commodisation
Customisation
Extract Commodities
Make Goods
Deliver services
Stage experiences
Pine & Gilmore (1999)
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81% Quite of very difficult
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2%23%
47%
28%
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Leadership & Culture
Credit: modomatic
Credit: Casey Serin
Credit: acloudman
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‘0% commission, 100% impartial advice'
“engagement scores have reached 88% - up 20% since the launch of the new
scheme”
“our reward strategy had to be aligned with the vision of the company”
the vision “to put customers at the forefront of everything we do”
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Systems & Processes
1. Can people find the Help Centre?
2. Can people find the right content in the Help Centre?
3. Does the content solve their problem?
Online self-service
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Alignment with Brand
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Insight driven decisions
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Integrated Touch Points
Pleasanteasy to use
Unpleasantdifficult to use
Pleasanteasy to use
Unpleasantdifficult to use
1 million in 1 year
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Pizza Express multichannel payment
1.Visit Pizza Express and order something with anchovies
2.Scan the QR code on your table
3.Scan takes you to a landing page promoting their iPhone App
4.Click the button, download the App (they have free Wi-Fi)
5.When you get your bill it has a code at the bottom
6.Enter your code
7.Pay via PayPal (or Credit Card)
8.Receive an email (and a big thank you from your waitress)
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5 tips for improving your multichannel customer experience
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1ft
2ft
10ft
1. Size isn’t important
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2. Know your audience
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3. Don’t ignore social media
European Facebook penetration = 58.4%
Source: Internet world stats, May 2011
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4. Map & Measure
TV
In-store
Online
Social
Call centre
Awareness Consideration Purchase
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5. Connect Offline to Online
CREDIT: Foviance
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Paul Blunden
08450 546550
Thank you@pblunden@Foviance