Omnichannel per il Marketing ed il Customer Service

L’importanza della vista unica cliente sia per il marketing e per il customer service

Michelangelo Barbera

Single -Channel

Many -channels

Multi -channel Omnichannel

Omnichannel – Key Points

• Client is always identified as a Single Customer and Contact history is kept and used

• No channel silos: operation as a single channel with a distinctive customer experience independently of touch-points

• Customer journeys are seamless across channels and enhanced by Social Media, Mobility & Analytics 2

Expected Reality

Customer ExperienceEvaluation

Awareness

Consideration

Preference

Purchase

USE

Digital Channels & Omnichannel Digital is key both in:1. Digital Channels, i.e a plurality of channels2. Multi/Omnichannel because the Digital technology is blending with traditional Physical &

Voice channels

Marketing , Sales & Service are blending

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“Pure” Digital ChannelsA variety of “Pure” Digital Channels exists mostly being “Audience

Channels”“Old”• Websites (and Mobile Sites) • SMS • E-Mail• Blogs• Podcasts• …

“New”• Mobile Apps• Twitter• Facebook• Linkedin • You Tube• Google and Google+ and…• Pinterest• WhatsApp • Instagram• Skipe• …

And …• Bing• Baidu• Foursquare• Spotify• Proprietary Communities, e.g. Lady Gaga, Starbucks, …

And More and More… But do you remember My Space?

Key Business Models in Digital Channels are typically one of or a combination of 3 drivers

KEY OBJECTIVE FOCUS EXAMPLE

Share of Eyes Balls Audience

Market Share Transactions

Share of Portfolio Client Loyalty

Digital Channels - Key Business Models

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A Single Customer View is key, even in Audience Business Models

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Why Audiences are so important & The Search for “Alphas”• Audiences are made of 3 key “segments”:

1. Seekers: looking for information or entertainment2. Amplifiers: They share content or experiences of their interest to inform or entertain their

own audiences They are very “Marketing valuable” to extend the brand reach and communicate messages but… they are not loyal and may be competing with you on Audiences

3. Joiners (Subscribers, Fans & Followers): The like, they follow, they subscribe and ultimately… They Buy and Make other people Buy !

• Influencers, both “Amplifiers” and “Joiners”, are key for Digital Marketing effectiveness – Need to be identified, made loyal and rewarded for their Influence on our (and their)

audience. – Social Network Analysis are key to identify “Alpha” influencers

Single Customer View in Digital Channels in Audience Model

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Single Customer View in Digital Channels To create a single customer view in Digital Channels is an issue (already in a “single channel”, what about Multichannels?)

• The Fragmentation Issue:1. Several Digital Channels2. Each Channel potentially with its own User ID 3. Digital Channels “were made perfect” for anonymity4. Large Enterprises engage with their clients in many Digital Channels Partial Customer

Knowledge

• Software Solutions exists that: 1. Try to match identities searching different digital channels with IDs and/or Name &

Surname2. Expand Customer profiles, following a match, while respecting User Privacy Policies3. Therefore favor the creation of a Single Digital Customer View

Infuse Digital In Non Digital Channels and Match (& Check) Identity on Physical Channels

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Leverage Digital to facilitate Omnichannel & Single Customer Profiling

Expected Reality

Customer ExperienceEvaluation

Awareness

Consideration

Preference

Purchase

USE

• Move to Omnichannel requires important investment and the redesign of the operating model• Infusing Digital in Non Digital Channels;

Facilitate the process and create channel connections over-timeAllow for testing and expanding Single Customer Profiles created with Identity Matching

that could be expanded to Addresses, Bank Account numbers, Credit Cards numbers, etc. • Focus in Digital Infusion is on processes that are High Frequency and Digital Intensive

Single Customer DB

Digital Profilea Service DWH

Sale DWH

Match & MergeTransform

Cleans

ProfilingMatching

Customer Anagraphics

Start Digital

Adapt toward an Agile Technology• Business and Technology Innovation reduce RoI of operational investments

• Time to Business (implementation & adoption at full scale) of an operational solution, not Time to Market, and his Flexibility (therefore Tenure over Time) are the key variables influencing his RoI

• “Management Lifetime” in a given role is increasingly reducing and requires speed in achieving the business objectives

• As a consequence only Agile Technologies (e.g. Cloud, SaaS solutions) can allow very rapid Time to Business but in exchange of non-optimal solutions and lack of customization.

• On the other side, re-platforming core solution is long and costly and therefore is often postponed till the “very end”

• As a result, the blending of new Agile and Legacy core solutions will increasingly be the norm

The success factor will be the capability of defining business and operating models that will allow the integration, over time, of new agile and business effective solutions with the existing Legacy Core Solutions

Single Customer View – Trend

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