cbi talk final 1 16-12
Post on 04-Jul-2015
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From multi-channel to cross-channel customer engagement
Connecting the dots
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Just what the doctor ordered
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The Return on Relationship Challenge
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A Luxury Resource
• Annual cost = $195k
• Cost/call = $148
• Call duration = 2 minutes
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No See Physicians
As % of all
Dec ’08
23.6%
Jun ‘10
22.9%
Appointment Physicians
As % of all
Dec ’08
38.5%
Jun ‘10
49.6%
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Health Care Professional
Inside Sales
Mobile
Web
@
Call Center
Virtual Sales Force
Blended Sales
Social
Support
Contract Resolution
Returns
Order/Distribution Management
Analytics for Customer Insights
Training and Development
Content Management, Creative Design Experts,
Compliance
Brand Strategy
Web Development
/Hosting
Video/ Multi Media
Marketing/Advertising
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#1 Channels preferences continually changing, growing,
shifting
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Touchpoint Taxonomy
Product
Packaging
Print Catalog
Call Center
Website
Blog
YouTube
Direct Mail
Radio
Television
Channel
Web
Social Media
Messaging
Telephone
Platform
Web
iOS
Android
Mac OS X
MS Windows
Device
Desktop
Laptop
Mobile
Tablet
Television
Kiosk
Scale
Covert
Mobile
Personal
Environmental
Architectural
Urban
Media
Book
Newspaper
Magazine
Video
Audio
Poster
Billboard
Context
Home
Work
Walking
Driving
Shopping
Plane
Party
Personal
Social
Location
Time
Task
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So, how do customers feel about multi-channel?
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81%
1 of 3
30%, 28%80%
255%
By The Numbers
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The Theme of the Day?
One word
MOBILE!
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Mobile Benefits to the Physician
Percentage of physicians who said mobile would have these
benefits
56%
Expedite
decision
making39%
Decreas
e time for
admin
tasks
36%
Increase
collabora
tion
among
physician
s
26%
Allow
more
time with
patients
24%
No
impact
Source: PWC HRI Physicians Survey 2010
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#2 Managing all channels takes increasingly specialized
talent
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Adapted from Cross-Platform Service User Experience
portal.acm.org/citation.cfm?id=1851637
Cross-ChannelMulti-Channel
SERVICE SERVICE
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Account Team
Hundreds of Net New Processes
Communications
Changing Patient/HCP Behavior Requires A New ApproachCustomer
store
mobile social web
@
print call center
One Process – One System
Customer
store
mobile social web
@
print call center
Communications
Account Coordination
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#3 Rapid commoditization & disintermediation is driving
critical requirement for innovation
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#4 Technology represents both opportunities & threats
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Cross Channel/Cross Device
Customer
DB
iPhone App
•Health tips
•Medication & Testing
reminders
•Diet guide
•Meal planner
API
EMR/PHR
API
Smart Phone App
•Health tips
•Medication & Testing
reminders
•Diet guide
•Meal planner
Website
•Landing page
•Enrollment
•Opt-in
•Health tips
•Medication & Testing
reminders
•Diet guide
•Meal planner
SMS
•Health tips
•Medication & Testing
reminders
Analytical
Services
Analytics & Reporting
API
API
CRM
•Tech support
•Help desk
•Live coaching
API
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#5 With the rapid pace of change, is best practice even
possible?
Mobile devices increasingly used to diagnose medical treatment
Image: Catra, MIT Media Lab
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Physicians want patients to track healthcare at home
Yes, 88%
No, 12%65% Weight
61% Blood sugar
57% Vital signs
54% Exercise
36% Calorie/Fat
intake
36% Pain level
35% Sleep pattern
28% Cardiac rhythm
17% Bladder control
16% Acid reflux
13% Digestive health
Source: PWC HRI Physicians Survey 2010
Mobile technology and augmented reality blends offline and online barriers
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7 Keys to Cross-Channel Success
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#1 Maintain the brand throughout ANY execution
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#2 Listen to your customers first, your boss next
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#3 Leverage integrated or single technology platform
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#4 Balance mix – great in 1 channel, good in many
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#5 Understand the importance of design
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#6 Do it better, or differently, preferably both
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#7 Be selective in what you want to be FAMOUS for
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