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Multichannel Interaction Strategies and the Customer Experience
- 2. Agenda
Reasons and purposes of interactions
› the different perspectives of company and customers
› where these perspectives meet (and where they don't)
The channel toolkit: comprehensive and open-ended
› what is a channel?
› Types of channels, channel portfolio
› what is a touchpoint?
The full experience
› some overlooked interactions and channels
Practical guidelines: a multichannel interaction model
› starting simple
› adding dimensions
› managing it all
© Vladimir Dimitroff / PRISM Consulting 2012
- 3. Customer interactions
Parties - the ‘us’ and ‘them’
Talking and ‘doing’
Direct and indirect
› the many different faces of a company
› do you interact with a phone?
Two-party and multi-party interactions
› one-to-one, one-to-many, many-to-many
Stakeholders
› other internal and external ‘customers’
What about Customer Experience?
© Vladimir Dimitroff / PRISM Consulting 2012
- 4. Why we interact with customers?
The ‘Get’, ‘Keep’ and ‘Grow’ of any business
Objectives and processes:
› acquisition
› retention
› development
The functional view
› Marketing, Sales, Customer service
› but also Billing, Collections…
› PR, CSR and other ‘lesser’ functions
Who started first?
› company-initiated vs customer-initiated
› ‘initiation’ as a reaction
© Vladimir Dimitroff / PRISM Consulting 2012
- 5. Why customers interact with us?
Needs, wants and ‘jobs to be done’
› fundamental needs and value creation
› perceived needs, ‘wants’ and preferences
› Discrete specific needs (‘jobs’)
The importance of a classification
› recording, analysis and learning
› structured management of customer processes
› lean organisation and system design
Sample classification (KISS rules)
› first ‘why’ (reason), then ‘about’ (subject)
› matrix and tree structures
› single logical model for databases and process design
© Vladimir Dimitroff / PRISM Consulting 2012
- 6. The conflict - and CX challenge
Their reasons to interact are different form ours!
(Surprise?)
Mapping and meeting
© Vladimir Dimitroff / PRISM Consulting 2012
- 7. Channels
Distribution vs communication
› physical and virtual distribution
› mass and direct communication
› primary and auxiliary communication
Channels vs media
Transaction channels
How about social media?
The full portfolio
› multipurpose channels overlap
› describe yours
© Vladimir Dimitroff / PRISM Consulting 2012
- 8. Touchpoints
Points in time, points in space
Journey points and ‘moments’
› most are interactions, some are indirect
› they define the customer experience
Interface points
› part of a channel
› physical, even for virtual channels
‘Multichannel’ as in -
› touchpoints represent channels
What happens there
› events
› Interactions
› transactions (?)
© Vladimir Dimitroff / PRISM Consulting 2012
- 9. A sample channel portfolio
Distribution
› own retail outlets
› dealers
› other channel partners
Mass communication
› broadcast: radio, TV, social
› print
› outdoor
Direct: human assisted
› F2F - retail
› F2F - field sales
› remote - paper mail
› remote - phone
› remote - personal email
› remote - personal SMS
› remote - IM, web chat
› remote - social platforms
Direct - automated
› IVR
› SMS
› USSD
› email
› web main site
› web self-service portal
› web - community portal
› web - 3rd pty social sites
› kiosks
› web apps, widgets
› mobile apps
› barcodes, QR, other
› NFC tags
Financial (payments)
› DD, standing orders
› debit /credit cards… etc
© Vladimir Dimitroff / PRISM Consulting 2012
- 10. The model
Can be complex and multidimensional
› where to start?
First iteration: a table (2D matrix)
› your channel portfolio as main dimension
› choose your other dimension (easier from the company viewpoint)
What’s in those intersections?
› ‘tick boxes’ (binary)
› weights and scores
› business rules, descriptive guidelines
› new dimensions
Keep adding dimensions (and don’t forget the Customers!)
› customer differentiation (segments as dimension)
› their perspective (the ‘jobs to be done’ view)
© Vladimir Dimitroff / PRISM Consulting 2012
- 13. Model-building example
channel marketing sales service
call centre
CC - IVR
SMS
email
retail
app
Determine the functional relevance of each channel
© Vladimir Dimitroff / PRISM Consulting 2012
- 14. Model-building example
channel acquisition retention growth
call centre
CC - IVR
SMS
email
retail
app
Choose another dimension, e.g. - key activities
© Vladimir Dimitroff / PRISM Consulting 2012
- 15. Model-building example
channel VIP middle CLV low CLV
call centre
CC - IVR
SMS
email
retail
app
Always consider channel relevance for
different customer groups (segments)
© Vladimir Dimitroff / PRISM Consulting 2012
- 17. Master one dimension at a time
functions
channels
activities
touchpoints
- before you continue adding complexity
© Vladimir Dimitroff / PRISM Consulting 2012
- 18. Managing it all
From clear strategy to structured operations
› visionary and pragmatic
Process implications
› end-to-end customer processes with common logic
Organisation implications
› efficient cross-functionality and de-duplication of work
› improved responsibilities allocation
Systems implications
› single architecture and modular integration
Financial implications
› budget allocations
› performance measurement
© Vladimir Dimitroff / PRISM Consulting 2012
- 19. Discussion
Your questions and opinions?
Thank you!
Vladimir Dimitroff
Director
PRISM Consulting (UK) Ltd
22 Cheviot Drive
Charvil
Reading RG10 9QD
United Kingdom
Phone: +44 (0)7947034944
E-Mail: vdimitroff@prism.ch
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