First steps to approach Omni-Channel
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The document outlines a strategic initiative focused on enhancing customer-centricity through omni-channel management, integrating digital communication channels, and utilizing global data insights. Key goals include automating marketing efforts, addressing customer pain points, and establishing a cohesive data management solution. It highlights the need for collaboration across various business units to create a single source of customer data and improve operational efficiency.
First steps to approach Omni-Channel
- 2. 2 STRATEGIC GOALS CUSTOMER- CENTRICITY GLOBAL DATA INSIGHTS ORGANISATIONAL EFFICIENCY INTEGRATED CHANNEL MANAGEMENT Put customer in the heart of all brand activities and data. Provide a wide range of clear and precise data on digital channel globally. Decrease amount of manual marketing efforts by triggering automated customer scenarios. Integrate all digital communication channels into one cohesive digital command center.
- 3. 3 STRATEGY AND PLANNING Organizational analysis: could we have missed any BUs who may be affected by or benefit from Omni-Channel program? Benchmarking: what is the industry standard, best practices and lessons learned by those who came before us? Empathy and customer journey maps: uncover the pain points for both external clients and internal BUs involved in digital channel management. Data: search for numbers to validate initial ideas and hypothesis as well as set priorities within roadmap.
- 4. 6/5/2018 4 Director of Digital Sales: “I don’t have data on how our digital communications influence sales”. R&D product manager: “The customers of my product receive communications from other BU which don’t correspond to my strategy”. Call Center customer support rep: “A large portion of my calls falls into the category of complaints on excessive and contradictive information”. R&D Machine Learning team: “We have all of these deep personalized insights into customer behavior that marketing doesn’t use”. Social Media Manager: “I need to be able to have access to all the history of a customer’s relationship with our brand”. Business Intelligence analyst: “It is challenging to put customer data from multiple Bus and data bases into a single model – making the insights less viable”. Director of Marketing: “My department spends too much manual labor on repeating campaign tasks. I want to focus more on strategy”. Legal counsel: “We put ourselves at risk of legal action by not complying fully with privacy and data protection regulations”. PAIN POINTS ACROSS BUs
- 5. 5 ENHANCING CUSTOMER DATA SCATTERED DATA VALIDATION BUSINESS HYPOTHESIS CUSTOMER JOURNEY DATA Biggest challenge: client-related information distributed and stored separately in multiple data bases with little ways to connect the data for bigger picture. This problem is addressed by investigating customer journey and suggesting behavior hypothesis – in order to create vital links between separate client information. High level of assumption and ambiguity is addressed by vigorously testing the prototype on small target audiences.
- 6. 6 BUILDING THE DIGITAL PLATFORM Campaign Center Integrations Data Center Single comprehensive solution to manage ad-hoc and recurring digital campaigns, both manually and automatically triggered by pre-set events. Integrate the new platform with existing business solutions to enhance campaign functionality and share data within company. Create a single point of customer data management.
- 7. ONBOARDIG AND ADOPTION Online and in-person workshops tailored to specific stakeholder groups (analysts, campaign managers). Digest on best practices and market trends. Interactive onboarding for independent practice in one’s one pace and schedule. Knowledge base – weekly and monthly updates on project and program progress; in- depth documentation on platform. 7
- 8. 8 Stakeholder BUsCUSTOMER SUPPORT LEGAL DIGITAL CHANNEL SALES SOCIAL MEDIA IT REGULATORY & COMPLIANCE R&D BUSINESS INTELLIGENCE OPERATIONAL EFFICIENCY CROSS-FUNCTIONAL INITIATIVE
- 9. THANK YOU