omni channel marketing - surrounding the customer
TRANSCRIPT
SURROUNDING THE CUSTOMERa guide to omni-channel marketing
WHAT IS OMNI-CHANNEL?(OR OMNICHANNEL…OR OMNI CHANNEL)
…is a multichannel approach to marketing that seeks to provide the customer with a seamless experience whether they’re interacting with your brand online from a desktop or mobile device, by telephone or in a bricks and mortar store.
OMNI-CHANNEL...
BRAND
Why is it important now?COMPETITIONFOR ATTENTION
IS FIERCE
“Omni-channel…is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent.”
John Bowden, Senior VP of Customer Care at Time Warner Cable:
98% of customers switch between devices on the same day
64% of customers expect to receive seamless customer service regardless of which channel they are using
89% of customers hate it when they have to repeat their issues to multiple customer representatives
70% of US online shoppers said they’ve used a ’buy online – pick up in store’ service
87% of customers think brands need to put more effort into providing a seamless experience
Companies with extremely strong Omni-channel customer engagement see a 9.5% year-over-year increase in annual revenue
EXAMPLES
Starbucks
OMNI-CHANNEL EXAMPLES
• Your brand ideals and aesthetic should be present everywhere. Always.• It’s effective when it’s consistent• The focus is on ensuring the end user has a similar experience no matter what their point of entry• Brands must make decisions on how the idea works across their channels
GETTING STARTED
STARTsmall
• Focus on what you have and do that well • Expand your ecosystem only when you’re confident in existing infrastructure • Ask tough questions:• Is there a seamless connection with your social content, your
website and your in store experience?• Are you telling a consistent story? • Where are the holes that need be patched? (listen to
customers)
Brand voiceBRANDvoice
• Be fiercely protective of your brand voice• Pressure test every piece of content, every customer service script or in-store signage against your voice• Be willing to say no to good ideas because they don’t fit.
tools
USEthe tools
BRAND
Data
FOCUSon data
•Don’t skimp on the analytics - its all hinges on data• Listen to your customers and figure out what’s important• Look for gaps where you’re not delivering that are important to customers•Don’t confuse analytics for insights
RECAP
• Focus on what you have, not what you don’t• Be vigilant with your brand voice/approach•Don’t got it alone – leverage the tools• Leverage the data and analytics
