Six Step Strategy for Channel Shift Success
Understanding your customers and designing a user centred
strategy
Mapping your channels to reduce costs and drive efficiency
Case studies to maximise the return on investment
Re-engineering your processes
Dave Witts Dave Witts, Transformation Practitioner, GOSS Interactive.
The only way to move customers to online channels is to deliver a superior web experience. Our specialist consultants work with organisations across the UK to develop, implement and extend web strategies that deliver better customer service at the lowest cost.
15. Interviewing the Personas
1. Each team will have 5 minutes per Persona
2. Understand their requirements
3. How might you shift them to alternative channels?
Breakout session
• 10 minutes to prepare questions
• 40 minutes to interview and document
• 30 minutes for all to present back (after lunch)
• 3 main key observations
Persona Exercise
16. How do you deliver channel shift?
Customer Strategy
Customer/Insight
29. Understand it
Content Review
Information
Architecture (IA)
Navigation
Wireframe development
Review it
Usage analysis
A/B multivariate testing
Goals and Funnels
Satisfaction surveys
Implement it
Graphical Design
Analytics design
Build and Deploy
User Testing
Discover it
Stakeholder workshops
Focus groups
Depth Interviews
Task analysis
Demographics
Scenarios of use
Develop Personas
User Centred
Design
How to understand your customers?
30.
31. How do you deliver channel shift?
Process Improvements
Channel Improvements
Channel / IT Strategy
Channel Insight
Customer Strategy
Customer/Insight
33. That’s how you deliver channel shift!
Process Improvements
Channel Improvements
Channel / IT Strategy
Channel Insight
Customer Strategy
Customer/Insight
34. More information on how GOSS can help your
Channel Shift project
www.gossinteractive.com/channel-shift