Upload
david-rozman
View
193
Download
0
Tags:
Embed Size (px)
Citation preview
Si.mobilFrom Multi to Cross Channel Marketing & Customer Support
10.12.2012, TAG Business School, Customer Exepreince ForumDavid Rozman, Head of digital solutions @ Si.mobil
I. Intro We live in multi world
Most important source among EU onliners when buying mobile phone subscriptions to start research is ...
Source: Consumer Barometer by TNS, IAB and Google 2012
1. Advertising starts research
Most important source among EU onliners when buying mobile phone subscriptions generally used for research
Source: Consumer Barometer by TNS, IAB and Google 2012
2. Websites/shops are most used for research
1. Advertising starts research
Most important source among EU onliners when buying mobile phone subscriptions for final purchase decision
3. Stores for final purchase decision
Source: Consumer Barometer by TNS, IAB and Google 2012
2. Websites/shops are most used for research
1. Advertising starts research
EU Onliners [more than two thirds of population] mobile phone subscribers customer journey
73% research online or online & offline
Source: Consumer Barometer by TNS, IAB and Google 2012
3. Stores for final purchase decision
2. Websites/shops are most used for research
1. Advertising starts research
Journey is not only multichannel is also multi device How many use another device while watching TV?
Source: Google/Ipsos/Sterling, 2012
Journey is not only multichannel is also multi device How many move between devices to complete a task?
Source: Google/Ipsos/Sterling, 2012
Journey is not only multichannel is also multi device In 2014 _% will vist our site via mobile device?
Source: Morgan Stanley Research
What about the social media What our customers want most on social media?
Source: Consumer Views of Live Help Online 2012: A Global Perspective. Oracle 2012.The Perception Gap: what customers want and what executives think they want. Pivot 2012.
It’s not the customer supportIt’s Deals & Promos, followed by Reward programs, Exclusive content, Feedback on new products only afterwards comes the Customer service
But when they do us it for customer service, they expect rapid responseMore than half of Twitter users worldwide expect a personal response within two hours of tweeting a question or complaint
Multi channels to support the customer Which channel prefer customers most to solve their problem?
Source: Web Sites That Don’t Support Customers’ Goals Waste Millions, Forrester Research 2010
No. It’s not the phoneCommon customer service misperceptions is that customers prefer calling the call center to solve problems with a “human touch”
72% of consumers prefer to go online first to resolve problem US customers prefer self-reliance and the ability to get quick answers to their questions and move on
Customers escalate to expensive channels if website doesn't support themTelephone customer service has highest satisfaction
So this is our new multi world ...
1. consumers switch between multiple channels on a customer journey to research/buy mobile phone subscriptions
2. they use many devices at the same time and sequentially to complete tasksTV no longer commands their full attention67% of them start shopping on one device and continue on another
3. in 2014 50% of them will access the web via mobile device
4. social media is not only for support, but their users expect rapid responseMore than half of Twitter users worldwide expect a personal response within two hours of tweeting a question or complaint
5. 72% of consumers prefer to go online first to resolve problemNo it’s not the phone. Customers Escalate to More Expensive Channels When the Website Doesn't Support Them
II. Discussion Are we ready for this new multi world?
What is the biggest challenge of this new multi world?
1. Are your using multiple channels at the same time to push a single message to the customer?
2. But can your customer move cross channels in a way that he can continue with task started at the previous channel?Not forcing him to start the task at the beginning on each channel switch?
For example when a customer comes to the POS there is no need to explain his problem to the sales person as salesman can view all the recent customer interaction on the Facebook, Chat and Phone
Multi Channel vs. Cross Channel analogy
Instruments are the channels
The song is customer journey
Multi Channel Channels are central, not customer journey
Cross Channel customer journey is central, he can switch progressively between channels
Three Variables of Cross Channel Customer Journey
1. Phases 2. Channels 3. Journey
Cross Channel Customer Journey Online Shop Example
Cross Channel Customer Journey Loan Appliaction Example
Cross Channel Customer Journey Retail Example
Multi Channel vs. Cross Channel
Multi Channel Cross Channel
SiloedEach channel has own stock
Integrated Single stock
Marketing channels
SiloedUnconnected technologies
IntegratedChannels + Tickets + KB
Support channels
limted customer interaction view 360º customer view
Channel attribution analyticsCRM & Analytics
Benefits of cross channel marketing?
Source: A commissioned study conducted by Forrester Consulting on behalf of global interactive marketing provider ExactTarget
What holds us back from driving effective cross-channel campaigns an customer support?
1. Lack of strategy
2. Organisational structure
3. Disparate technology platforms
Source: Econsultancy Cross-Channel Marketing Report
Technology: Marketing Solutions
Adobe InsightThe standard
KissmetricsMore accessible solution
Google Universal AnalyticsAnnounced
Technology: Customer Support Solutions
ZendeskThe flexible solution
Service CloudThe standard from Salesforce
Some OTP solutionsIn evalvation
Organization
1. Who should be responsible for cross channel activities?
2. What kind of organizational structure do we need?
3. Should we take step by step approach or revolutionary one?
Strategy to Move From Multi to Cross Channel Marketing & Customer Support?
You've got to start with the customer experience and work backwards to the technology Steve Jobs
Thank you