This document discusses using customer feedback to inform an omni-channel strategy. It notes that while omni-channel aims to provide a seamless customer experience across all channels, most companies have not mastered it. The author outlines their company's roadmap to develop an omni-channel approach, including really listening to customers to understand their wants and needs. They aim to optimize customer touchpoints, develop a single customer view across brands and channels, and analyze customer data to grow relationships and maximize commercial opportunities. Their goal is to deliver personalized, targeted communications and a great customer experience.

1. Using Voice of the Customer
to inform and drive omni-channel
Kerr Maclean

2. v

3. Customer Interaction
3

4. What is Omni-channel
Seamlessly interacting with customers
through their channels of choice throughout
the buying process

5. We haven’t yet mastered Omni-channel
There is no clear formula for success
There is no silver bullet

6. OMNICHANNEL
SFG’S ROADMAP
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7. Really listen to what our customers are telling us
they want and need

8. OMNICHANNEL
OPTIMISING OUR CUSTOMER TOUCHPOINTS
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9. The SFG Challenge…
 5 Brands operating independently
 Lack of time + expertise within the Brands to execute
personalised, targeted communications
 Mass emails spamming the base on a weekly basis
 No single customer view, across channels or Brands
 Unable to analyse the data in our legacy systems
 We needed to engage with our members across all channels

10. …building our Single Customer View to bring
all the pieces together to meet the challenge
Image: lanternhollowpress.com

11. Synthesize data into insight
- Grow the relationship with your customer with relevant data capture
Identify how to then use this to benefit everyone
- Ascertain value of each customer to optimise commercial opportunity
Deliver a great experience to the customer
- Click to collect, tablets in-store, multi branded e-commerce platform
Make it personal
- Personalised emails, recommendations and promotions
SFG may sell frocks, but we have one of the largest
customer data assets in Australia

12. It’s also about connecting and making great
memories seamlessly

13. And what happens when you do listen and
then work out how best to deliver?

14. The Ultimate Goal

16. An omnichannel customer experience benefits all
parties
Value
Engagement
single channel omnichannel

17. An omnichannel customer experience benefits all
parties

18. Its about creating exceptional memories

19. HOPE I’VE GIVEN YOU
SOMETHING TO NOODLE OVER
km@sfg.co