How to grow customer success in

an Omni-Channel world

20 October 2015

Wim Van Horen

Sales

Omnichannel is the new black

“Omnichannel is a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.”

THE LEGACY

3

SINGLE-CHANNEL

Customers experience a single type of touch-point

Retailers have a single type of touch-point

THE REALITY

4

MULTI-CHANNEL

Customer sees multiple touch-points acting independently

Retailers’ channel knowledge and operations exist in technical and functional silos

THE ASPIRATION

5

CROSS-CHANNEL

Customer sees multiple touch-points acting independently

Retailers’ channel knowledge and operations exist in technical and functional silos

THE NIRVANA

6

OMNI-CHANNEL

Customers experience a brand not a channel within a brand

Retailers leverage their ‘single view of the customer’ in coordinated and strategic ways

7

REACHING THE NIRVANA IS A LONG (CUSTOMER) JOURNEY

Peter Sheldon (Q1 ‘14, Forrester)

OMNI-CHANNEL INTEGRATION A TOP MANDATE

9

Delivering the right experience to all channels

Research Consideration Purchase Advocate

USER JOURNEY PHASES

Standalone

CXM

Captive Connected Integrated

Independent

Implementations

Com

merceCXM

Com

merce

Built onto

Existing Application

CXMCom

merce

Data Exchange

Between Systems

Fully Integrated

With Platform

CXM

&

Com

merce

Content & Commerce Integration Approaches

A solid e-commerce platformthat rocks

12

Benelux biggest instruments retailer

but not yet ONLINE

Withall the cool stuff

but not IN ONE PLACE

Having multiple brands thatshould

offer just one EXPERIENCE

Anda lot of grumpyrockers when

CUSTOMER SERVICE fails

Which actually looks more like

THIS

Shoppable

Content

Buy in a retail store andreceive

an E-MAIL minutes after

Or check out where youcantry

what you see ONLINE

Tocreate onebrand oneexperience

for the MUSIC LOVER

Omni-Channel at Copenhagen Airport

The User Journey

23

WiFi

Using the airports free WiFi-service tells the system, that

the user is present in the airport – and can be targeted

with personalized messages via mail, push notifications

etc.

APP

The system infrastructure is prepared to use iBeacons allowing:

iBeacon

• Localized commercial push messages

• Wayfinding and announcements

• etc.

POINT OF SALE

INSTORE SCREENS

WITH CONTENT FROM

EPISERVER

Why EPiServer 29

Our Vision Where ThreeWorlds Converge

Want to reach

Omni-Channel

Nirvana?

episerver.com/multichannel2015