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Best Practices in Experimenting with Existing Channels - Omni Digital

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Omni Digital Closing Keynote, September 10, 2015, Chicago IL
Charlene Li, Principal Analyst, Altimeter, a Prophet Company

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Best Practices in Experimenting with Existing Channels - Omni Digital

  1. Proprietary and confidential. Do not distribute. Charlene Li, Principal Analyst, Altimeter @charleneli September 10, 2015 Best Practices in Experimenting with Emerging Channels
  2. Strategy is What You Do – And Don’t Do
  3. It’s About Relationships
  4. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 5September 10, 2015 Nordstrom’s purpose: To provide a fabulous customer experience by empowering customers and the employees who serve them.
  5. Enter document title and manual fixed date in this placeholder on the topmost slide master to “lock footer” information 6Proprietary and confidential. Do not distribute. Customer Journeys Are Not Connected to Digital Transformation Is your organization undergoing a digital transformation? Source: Altimeter Group Digital Transformation Study, 2014. 88% 12% Yes No 42% 25% 12% 12% 3% The need to do so hasn’t come up or been made a priority We have not officially researched the digital customer journey but we have updated digital touch points with new social and mobile technologies and investments We’ve talked about the need to do so but no one has taken the lead yet We are researching customer behavior now and waiting for results to inform our digital transformation strategy We have completely mapped out the customer journey within the last year and have a clear understanding of new digital touch-points Which best describes your company’s efforts around the customer journey/experience?
  6. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 7September 10, 2015 Traditional Journeys • Personas • Linear • Optimization focus • Functional • Episodic designed • Static • Survey & heuristic based Next Gen Experiences • Individuals • Unpredictable, shared • Strategic focus • Emotional • Continuously designed • Dynamic, real-time • Data-based Creating Next Generation Customer Experiences
  7. Enter document title and manual fixed date in this placeholder on the topmost slide master to “lock footer” information 8Proprietary and confidential. Do not distribute. Four Best Practices to Create Next Gen Customer Experiences 1. Customer Obsession 2. Practice Relentless Pragmatism 3. Build Brand Trust 4. Networked Mindset
  8. 1. Customer Obsession
  9. How much do you really understand your customer? Case study: T-Mobile • Frustrated wireless customers fed up with carriers • Willing to look beyond coverage and services • Rising need for transparency, flexibility, and fairness T-Mobile re-positioned as the “Un-carrier” creating customer experiences and employee engagement around the theme
  10. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 11September 10, 2015 How to be Customer Obsessed
  11. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 12September 10, 2015 E M P A T H Y !
  12. Understand Customers’ Offsite Behavior • What your most “loyal” customers do? • Where do they go? Source: Jumpshot
  13. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 14September 10, 2015 Don’t Wait for “Complete” 360 View of Customer to Make Decisions
  14. 2. Practice Relentlessly Pragmatism
  15. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 16September 10, 2015 What The Most Successful Brands Do Well
  16. Enter document title and manual fixed date in this placeholder on the topmost slide master to “lock footer” information 17Proprietary and confidential. Do not distribute. Rigorously Define Success and Failure
  17. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 18September 10, 2015 Experimenting with Snapchat
  18. 3. Build Brand Trust
  19. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 20September 10, 2015
  20. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 21September 10, 2015 Build Trust with Engagement Source: Edelman Trust Barometer, 2015
  21. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 22September 10, 2015 Consumers Don’t Understand How Data Is Used
  22. Case Study: John Lewis Online shopping = 33% of trade Focus on “Click & Collect”, which accounted for 49% of online sales in 2014 Brand promise drives strategy
  23. 4. Networked Mindset
  24. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 25September 10, 2015 Rigid Organizations Dynamic Organizations Digital Will Require New Ways of Working
  25. Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter 26September 10, 2015 Great Employee Relationships Support Great Customer Relationships 45% of organizations said that developing a plan for employee advocacy is a top priority Source: Altimeter report, “The 2015 State of Social Business”
  26. Case Study: Telstra’s “BBQ” App • Employees download an app to their phone • Can log service request for friend or family member • Escalate issues • Closes the loop with both employee and customer • Also provides updates on strategy, news updates, etc. • Almost half of employees have downloaded the app
  27. It’s About Relationships
  28. For more information please contact: Charlene Li Principal Analyst +1 415-915-9597 charlene@altimetergroup.com @charleneli www.altimetergroup.com www.charleneli.com

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