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Developing a World Class Omnichannel Engagement Capability
Jeremy Cox, Principal Analyst Customer Engagement Practice
[email protected] @JeremyCoxCAE
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agenda
How did we get to
omnichannel - what is it and
why now?
The omnichannel
landscape
A maturity view – where are you now?
Which way is best?
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First there was CRM which promised much….
What was promised What we got
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Then tired of CRM we got CEM which promised to fulfil the promise of CRM
Channel bolted on
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Now we have omnichannel which promises more….
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Now we have omnichannel which promises more….
• Engage with customers across any channel of interaction, physical and digital
• Deliver relevant experience to match behaviours, needs and increasing expectations
• Within the context of the individual customer’s journey
• Seamless, orchestrated and personalised
Simplified example of customer journey
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As an aspiration it has been around for a long time but hidden from view
Source: Adrian Payne and Pennie Frow 2005
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And arguably goes back even further……
Source: Francis Buttle: Relationship Marketing Theory & Practice 1996
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So what’s really changed?
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Global competition + increasingly powerful, well informed customers have triggered the omnichannel race
Competitor disruption
Changing customer behaviours
Channel disruption
46% 48% 50% 52% 54% 56% 58% 60% 62%
PwC CEO Survey 2014
= empowered customer
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Ovum research indicates enterprises have recognised this customer imperative
1
2
3
4
5
Customer Satisfaction
Align IT to Goals
Security/compliance
Supplier relationships
Major transformation
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Channel and interaction choices have proliferated
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And there is an innovation arms race in engagement technologies which creates dilemmas
• Best of Breed or Suite?
• When?
• How do we prioritise?
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How did we get to
omnichannel - what is it and
why now?
The omnichannel landscape
A maturity view – where are you now?
Which way is best?
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Omnichannel is more than a front office concern
“To succeed in omnichannel you must have a really good front end, but unless you have re-engineered the back end and are ready to cope with peaks in traffic you’ll have real issues. There’s no point doing one without the other.”
Paul Coby CIO John Lewis Partnership
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The enterprise must operate as a coherent value creation and delivery system
Customer-adaptive enterprise intelligence layer – the enterprise nervous system
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How did we get to
omnichannel - what is it and
why now?
The omnichannel
landscape
A maturity view – where are you now?
Which way is best?
Start by acknowledging your current state
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Understand your current state and aim for the next level of maturity
Customer-Adaptive
CEO, board level sponsorship, enterprise-wide commitment Focused on:
• New business models
• Continuous innovation
• Anticipating the future
• Disruptive force
Cus
tom
er E
xper
ienc
e
Coherence as an organisation
Omnichannel CX
CEO, board level sponsorship, enterprise-wide commitment
• Customer journey’s mapped
• Integrated channels
• Context 360
MultichannelBasic integration between systems but siloed mentality and product/cost driven
Departmental
Departmental silos, Fragmented CX
Class leading
PoorAbsent Pervasive
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A self-assessment helped global logistics company assess its customer orientation & priorities
Visionary Leadership
Vision Values & Brand
Customer CentricityEmployee Engagement
Tools & Processes
0.0
5.0
Assessment by leadership team of Global Logistics company
Where we are now Where we want to be
Drill down Next phase
Phase 1 April 2015
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How did we get to
omnichannel - what is it and
why now?
The omnichannel
landscape
A maturity view – where are you now?
Which way is best?
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Design from the customer back – the antidote to siloes
VoC
1. Map
2. Design
3. Validate
4. Refine
5. Sense
6. Respond
7. Adapt
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2
•Determine omnichannel vision•Map to customer journeys and focus on retention first•Create a customer-centric orientation – culture, structure, KPIs•Implement new processes and supporting technologies
Multichannel
3
•Focus on IoT and business model innovation•Develop innovation competence•Develop roadmap to customer-adaptive
Omnichannel CX
4
•Extend IoT•Increase pace of innovation and new business models•Create new and valued omnichannel experiences
Customer-Adaptive
1
•Determine long term vision•Integrate enterprise value chain•Build the foundation •Focus on retention
Departmental
Evolve your omnichannel capabilities
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Further reading
How to Develop an Omnichannel Customer Engagement Capability -Landscape and strategies for B2B, B2C, and B2B2C
The Customer-Adaptive Imperative - Creating purpose for digital transformation
Framework: Innovation Management for Continued Customer Relevance and Growth
Framework: Customer-Adaptive Enterprise Maturity Model
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For more information on joining the research program which will be open in mid June 2015 for mid-sized and large enterprises, please contact me:
Jeremy Cox – [email protected]
Or follow on twitter @jeremycoxcae
