Multi channel strategy mo mo chicago jan 24 final

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Challenge

“Can you build me an iPhone application?”

“Lets start a Twitter account and a Facebook page”


Online search and discovery is still the biggest problem in travel planning and shopping source: PhoCusWright 2009 Travel Summit).

Digital Channel - Information Architecture

& Search“How easy is to find information?”

Q2 2009Only 60% of online would-be bookers complete the reservation. The main barrier to conversion is usability. (source: iPerceptions).

Digital Channel - User Experience

“How usable is the site?”

Ability to earn rewards is the reason 55% on online hotel bookers prefer to book via a branded hotel website. (source: eMarketer)

Digital Channel – Business Intelligence &

Web Analytics“Which customer segments provide the

highest ROI?”

By year 2013, 43% of global internet users will be accessing social networks from mobile devices.(source: eMarketer)

Social Channel

“What are the users saying about our brand?”

Content management systems support creation, organization, storage, workflow, versioning, publishing and archiving of content.

Digital Channel – Content Management

Systems (CMS)“How easy is it to create and manage content?”

Maps / Navigation / Local Search are the most popular applications on a smartphone. (source: Nielsenwire, Jun 2010).

“Find a Dentist Near Me”“Next destination from here”

Mobile Channel

Integrated Multi-Channel Strategy

Integrated Multi-

Channel Strategy


Key Considerations

Create a holistic and integrated multi-channel strategy which ties back to business goals.

Mobile and social channels should be considered core customer interaction channels.

Brands should make the cultural shift to adopt social media and social media goals and objectives should have been defined.


Top-Down and Bottom-Up Approach

Stakeholder InterviewsMaturity Model and Gap Analysis

Prioritization Matrix

Roadmap

Web Analytics

Application Data, Log Files

Customer Feedback

Product Specifications

Roadmaps, Competitive Market Intelligence


Sample Multi-Channel Maturity Model

14%

86%

48%32%

25%

16%

Mobile

Business Intelligence and Analytics

UGC / Social Media

Content Management System(CMS)User Experience

Information Architecture / Search

No mobile presence

Leverage current website on mobile device

Mobile web application

Mobile native application

Rich channel experiences

IT-driven, “feel-good” information, fee decisions, minimum value

Business driven, working on defining metrics, accuracy and process

Single channel optimization

Advanced optimization and automation

Cross-channel strategic integration

UGC is not existent on the site

Ad-hoc UGC and informal social media practices

Managed UGC and social media practices

Customers use UGC to support each other

Highly flexible organizations who have embraced social media

Content is pages Content authoring is form and element based

Hybrid content creation / authoring

Enterprise content creators = authors = owners

Authoring and publishing are optimized

Fragmented overall user experience

Multiple templated sites

Seamless, dynamic web experience

Seamless, dynamic multi-channel experience

Rich multi-channel experience

Level 0

Limited Web, Mobile and Social

Presence

Level 1

Reactive and Experimental

Level 3

Managed and Measured

Level 4

Optimized

Level 2

Defined and Repetitive

Information architecture is navigation

Business unit goals trump enterprise vision

Global information architecture for the web

Global information architecture for global processes

Information architecture supports rich interaction design

Desired State

Current State


Sample Mobility Maturity Model

Maturity Level 0

•Clients have no mobile presence and have no mobile strategy or standards defined.

Maturity Level 1

•Clients leverage the current online website on a mobile device.

•User experience is rudimentary and not customized for the device.

•Other issues commonly seen are excessive scrolling, bloated pages and slow load times

Maturity Level 2

•Clients use the mobile channel to extend their current multi-channel business strategy.

•Despite a fragmented market, clients reach mobile users but not able to capitalize on mobile specific features such as location, camera, accelerometer, address book etc.

Maturity Level 3

•Clients invest in building native applications with a rich user interface

•Innovative and engaging mobile applications can be created by accessing device level features such as location, camera, accelerometer, address book etc.

Maturity Level 4

•Clients radically redefine mobile communications by building contextually aware applications

•Mobile analytics help to deliver real-time insights into consumer behavior as well as building cross-media campaigns using augmented reality, m-commerce, mobile social media etc. to drive conversions, revenue and brand awareness.


Sample Prioritization Matrix

Description

• Identifies the major potential capabilities identified through stakeholders interviews, customer research and competitor analysis

• Arrays the capabilities against sorting criteria such as impact, complexity, etc.

• Provides a mechanism for prioritizing capabilities and driving the 1, 2, 3 and 5 year goals

High

Low

Low

High

LOE / Implementation Complexity

Ris

k

Factors Considered Legend

Business Benefit1. Increased Traffic2. Increased Sales3. Cost Savings4. Increase Brand

AwarenessRisk1. Adoption / Resistance2. Concept Maturity3. Confidence Level

LOE/Implementation Complexity

1. Level of Effort Required2. Organizational

Readiness3. Technical Complexity

High Business BenefitMedium Business BenefitLow Business Benefit# Maturity Level

Improved

Social Media

2

Improved UX2

Improved IA/

Search2

Improved

BI & Web

Analytics

2

Enhanced BI & Web

Analytics

3Mobile - Native

3

CRM Solution

3

Enhanced Social Media

3

Enhanced

IA/Search3 Enhance

d CMS3Enhance

d UX3


Business Intelligence and Web Analytics

Sample Roadmap

KPA’s mentMonths

Discovery & Design

Feb 2011

Content Management System (CMS)

User Generated Content (UGC) / Social Media

User Experience

Mobile

Information Architecture / Search

Mar2011

Apr2011

May2011

Jun2011

Jul2011

Aug2011

Sept2011

Oct2011

Nov2011

Dec2011

Jan2012

Feb2012

Mar2012

Apr2012

May2012

Jun2012

Jul2012

Aug2012

Sept2012

Oct2012

Nov2012

Dec2012

Jan2013

Feb2013

Mar2013

Apr2013

Build, test, deploy, support Continuous Improvement

DefineDesign for iPhon

e

Build for iPhone

Test (US)

Provision

Design for BB

Build for BB

Test (US)

Provision

Test and deploy solution WW on iPhone and BB

Post-deployment

measurement, tracking &

analysis

Build contextually aware applications and deliver

real-time, deeper insights on consumer behavior

Define

Build integration with Twitter and other social media sitesDevelop strategies to

increase frequency of new / user generated

content

Define processes,

build a community, a

reputation system and

measure ROI

Post deployment

measurement, tracking and

analysis

Policies, procedures and best practices in place to

draw insights for continuous improvement

Enhance content strategy

Implement content creation, storage,

workflow, versioning, publishing and archiving

Content repurposed

across mediums and strong focus

on managing enterprise processes

Post deployment


analysis

ECM evolves to six sigma level

Define robust

presentation framework

Implement robust presentation

framework, faceted search and integrate

UGC in branded website

personalized content pushed across channels with a rich user

experience

Post deployment


analysis

Distribution of content via widgets, ability to leverage network effects and geo tag

assets

Define enterprise taxonomy, metadata and facets

Implement faceted

search and leverage

metadata to improve SEO

Improve KM, manage

taxonomy within CMS,

personalized, targeted, location

based content

Post deployment


analysis

Personalized content across channels, semantic search and use of text analytics

improves accuracy of classification

<- - - - -Maturity Level 1,2 - - - - -> <- - - - - - - - - -Maturity Level 3 - - - - - - - - - ->

Review

Define CRM strategy

Define KPI

Implement CRM

Build

Leverage data analysis

Create automated dashboard

Begin brand monitoring

Post deployment


analysis

Create multi-channel sales dashboard, aggregate data

and draw insights from brand monitoring

<- - - - - - - - - - - -Maturity Level 4 - - - - - - - - - - - ->


Define a Mobile Strategy

P PEOPLE

O OBJECTIVES

S STRATEGY

T TECHNOLOGYSource: Forrester


Define a Mobile Strategy

PEOPLE• Identify key stakeholder groups• Identify target audience and their mobile behaviors

OBJECTIVES

• Identify business objectives that need to be met via the mobile channel such as increasing sales, decreasing costs or increasing loyalty

STRATEGY

• Identify all data sources and application touchpoints

• Define monetization model, promotional strategy, global strategy, mobile metrics, customer support plan etc.

TECHNOLOGY

• Define mobile development strategy• Define long-term platform plan• Define capabilities that benefit the user on a mobile device

Source: Forrester

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Thank Youhttp://blog.slalom.com/author/nitivaish/

Email: [email protected]

Technology

Multi channel strategy mo mo chicago jan 24 final