new omni-channel sales approach for personalized … omni-channel sales approach for personalized...

Prague – June 17, 2014

New omni-channel sales approach for personalized Customer Experience at a leading Media companyCustomer Experience Management with Salesforce.com

© 2014 Deloitte Touche Tohmatsu Limited

Agenda

The New Selling Experience at Telco and Media Companies

Trasforming Sales with Salesforce.com at Sky Italia

The Basic Components

The Journey

How it looks like


The New Selling Experience at Telco & Media Companies

3

© 2014 Deloitte Touche Tohmatsu Limited4

Processo

di vendita

• E-Commerce• M-Commerce

• F-Commerce

• Low cost devices • Intuitive usability • Advanced connectivity

Consumer’s

style • Perception gap

• Customer Journey

• SoLoMo & Store 3.0™

32

Sales ProcessRapid

technology

adoption

Improved competition, change in the consumer’s behavior and rapid

technology adoption are shaping a new sales process

Electronic

trade boost

1


Research Shop Buy PickUp Service

Web

ContactCenter

In-Store

Catalog

Mobile

E-Mail

Social

Browsing through

catalog

Google Research

Comparative sites

FacebookFan Club

Store Visit

Kiosk

Product Information

Comments andopinions

Product Selection

OnlinePurchase

Chat

Order Verification

Confirmation E-Mail

TwitterSharing

Store Pick up

Blog Questioning

Return to Store

Post Sale

OnlinePurchase

Source: 4th Annual MyBuys/E-tailing Group Consumer Insights Survey

fro

m M

ult

i-C

han

nel…

...to an Omni-Channel Customer Journey

More than 75% of consumers use two or more purchasing channels

and expect a consistent and personalized experience


The remote past:

“Store 1.0”Physical

The recent past:

“Store 1.5”E-commerce

The present:

“Store 2.0” Multi-Channel

The future:

“Store 3.0™”Omni-channel

• Social media discussion

• Products comparison

• Like, reviews and opinions

• Social Games

SOcial

• Check-In

• Store research through maps

• Local Offers

• Geo-localization

• Research on products and prices

• Review and Opinions

• Local Store App

• Purchase and payment

LOcal MObile

90% of sales is influenced by

Social Networks

57% of Italians consider the

physical store as fundamental

One out of two consumers uses

the mobile device before making the

store purchase

As a result, companies are moving to a new level of sales maturity

embracing a combination of Social, Local and Mobile features

Source: Deloitte Analysis


Trasforming Sales with Salesforce.com at Sky Italia

7


Sky Italia reviewed its go to market strategy and launched a new

sales platform to improve the shopping experience

4.75M Subscribers, audience 15M+ viewers with 3.8% average shareSolid Subscribers Base

An unparalleled premium offer of Sports, Movies, Series, Kids, News, on a

digital platform with 170+ thematic channelPremium Offer

The first Italian TV to broadcast in HD (now 65 channels), and Live 3DHigh Quality Broadcasting

A unique experience built around MySkyHD, enriched by web access to Sky

on Demand (1M+ subs), a large library of premium contentWide Variety of

Services

With SkyGo, it is possible to watch on the move a wide selection of Sky’s

channels and the Sky on Demand library (VOD services)On the move proposition

In 2014 Sky has launched Sky Online, a new OTT service, and signed a

deal with Telecom Italia to allow customers’ access to the full offering through

high-speed ultra-broadband service

Continuous Innovation

Leading Operator Italian satellite pay TV, 100% owned by 21st Century Fox, started in 2003

to propose the best content with the most innovative technologies


The first step toward a seamless experience across the whole

customer lifecycleC

ust

om

er

Pro

fita

bil

ity

explore

Browse products,

services and content

Subscription

Welcome pack

Troubleshooting

Order

Tracking

Sign-in

Communication Up-cross

selling

Retention

OTT

Prevention

Win back

Order

Cancellation

On boarding Growth Consolidate At Risk

Touch points

Call center

Web Site Mobile Email Social Retail

Customer Life Stages


Sky adopted Salesforce.com and Sigma Systems catalog and CPQ

for all Sales Channels

Mobile

Lead Oriented

Easy to Use

Scalable

Prospect

Online

€

Field Sales Partners Tele-selling

Lead & ContactsLead & ContactsSales Catalog

Order Taking

Price QuoteConfigure

Back End Systems (20+)Prospect

DBProspect

DB

SIGMA


The Expected Benefits span from higher conversion rates to a better

customer experience

Order

EntryCustomer

Engagement

One Way

SellingInteractive Selling

Complex

processesStreamlined

Process

Web 1.0Social Media

Integration

Fragmented

SystemsOmni-channel

Easy To Use

Higher Conversion Rate

Increase Customer Spending

Reduce Customer Attrition

One to One Personalization

More contracts per unit of time

Marketing Awareness

Better Customer Experience

Promotions in real time

Increase Partners network easilyLow

UsabilityEasy To Use

Before After Expected Benefits


The Basic Components

12


Process Offer Digital

13

We identified three basic elements underlying the Sales

Transformation


New Partners

Design and implementation of sales processes dedicated to the new Partners and to the DSF

Streamlined Process

Sales processes optimization for Web channel, Sky Service, Sky Center and Teleselling

Lead management

Tracking, sharing, and omnichanneling the lead management

14

Process

Project Scope

1st driver: The Process


Interactive selling

New sales process driven by the offer

Catalogue

New centralized product catalog for all sales channels

Development

New single offer quotation engine for the all sales channels

15

A dynamic and interactive offer will guide the purchase processA dynamic and interactive offer will guide the purchase processA dynamic and interactive offer will guide the purchase processA dynamic and interactive offer will guide the purchase process

Offer

Project Scope

2nd driver: The Offer


Multi-device, Cross-platform

New Front-end with an easy-to-use User Interface compatible with all browsers

Mobile

Enabling of the sale functionality for all mobile devices

Social

Introduction of enterprise collaboration and social networking functions and components

16

A new innovative platform for the sales frontA new innovative platform for the sales frontA new innovative platform for the sales frontA new innovative platform for the sales front endendendend

Digital

Project Scope

3rd driver: The Digital Platform


The Journey

17


A journey to redefine the sales experience at Sky, with the first

release just after 4 months from the kick off

A full redesign of the sales experience, to reinforce the Customer Engagement

A full replacement of a number of consolidated technologies

FY 13 FY 15FY 14

Q4 Q1 Q2 Q3 Q4 Q1

Nov ‘13

Jun ‘14

New Partners

Web Channel

Tele-selling

Point of Sales

Mobile – Retail Sales Force

Wave 1

Wave 2

Wave 3

Total Users: 3,000+

Jul ‘14

A multiphase approach to reduce

risks and impacts

Milestones affected by ongoing

business initiatives and other IT

projects

Change

Order

What’s next


An Iterative and Incremental delivery method

Prebuilt Components

Agile Development

Zero Downtime

Innovative development frameworks


A key enabler of insights for Sky’s digital strategy U

SE

RS

CH

AN

NE

LS

Customer

Experience

Sales &

Marketing

Performance

Effectiveness

Usage

Transactions/Upgrades

Funnel / Navigation

Unassisted channels

Assisted Channels

Customer & Digital users

NPS

Sentiment Analysis

Privacy Consensus

Email

Data from multiple sources in order to better identify channel pains & issues,

needed improvement actions

Right targeting criteria and messaging mix

to improve campaign effectiveness and

customer loyalty

Data from multiple source channels are

collected and compared in order to identify customers’ behavior and patterns

Integrated Voice of the Customer

Social

Cross - channel

RTD

WE

B A

NA

LY

TIC

S


How it looks like

21


Example: how we trace and manage leads on the web

Leads

DB Prospect, Insights and Big Data

John

Brown

+39 123 4567890

[email protected]

[email protected]

Centralized Configure Price

& Quote engine with a single

product catalog for a wide

range of promotions and

cross channels offers

Acquire and manage omni-channel

real-time leads data in order to

offer a personalized shopping

experience and provide a seamless

and coherent customer journey

across all touch points


… and align the Retail Channel

Enterprise Product Catalog

Lead of Mr. Brown

Leads are shared on

line across all sales

channels and are used

for personalization and

one-to-one offers


Architectural Complexity

Organizational Change

Lead Commissioning Policy

Target Operating Model

Omnichannel Rules

Integration with Real Time

Decisioning marketing engine

Customer Database Enrichment

New Segments / Processes

(B2B, Customer Change Order)

New Channels (Mobile App,

Installer, New partners, …)

Web Analytics and Big Data

Lessons learned and what is next

new omni-channel sales approach for personalized … omni-channel sales approach for personalized...

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