innovative distribution channeldistribution channel strategies · innovative distribution...
TRANSCRIPT
InnovativeDistribution ChannelDistribution Channel
Strategies
Josie AdlamGeneral Manager DistributionKiwibank
Understanding motives
• Need or Desire?• Need or Desire?• Cost or Customer Experience?• Business Units or Brand?• Business Units or Brand?
All of the above?• All of the above?
Innovation potential
Innovation ≥ Technology
Innovation culture
Engagement, morale, environment…
…stimulating creativity
…understanding the drivers
All channels are not created equal …
• Purpose• TechnologyTechnology• Cost• Capability• Capability• Reach• Optimisation• Optimisation• Interface• Acceptance• Acceptance• Customer
Strategic Channel Analysis
SS
W
OO
T
Customer Experience
• Opportunity for innovation• Opportunity for innovation• Strategy an imperative
Usability a key factor• Usability a key factor• Channel individuality
C i t t ≠ S• Consistent ≠ Same
ATM Scenario
RRevenue
Operate
Cost CX
Integrating for innovation
Integrated experience… …from integrated knowledge…from integrated technology…from integrated technology
CRM
• Vital ingredientVital ingredient• Fundamental philosophy • Funnel enabler• Funnel enabler• Service enhancer• Incremental approach• Incremental approach
User Interface
The basics take you a long way… y g y
• Customer-centric designD i ifi• Device specific
• Usability fundamentals
…but again, integrated strategy is key
Mobile Example
• iPhone’s inherent strengths• Usability design & testingUsability design & testing• Customer co-creation• Extensibility consideration
Other industry innovators
Tools Frontline
Culture
BrandTechnology
WebStandards
Back-officeLaunchLaunch
Retail Examples
CXCX
Distribution communities
• Not just your channels• Stay open to new models• Stay open to new models• Niche player learnings
Market implications• Market implications• Pick-n-choose
Distribution communities
Online…a few to ponder…
Refresh
R ti• Routine• Surprise!
Ch l d d t• Channel dependent• Ease vs. impact
Summary
• Innovate for an understood reason• Innovate for an understood reason• Exploit each channel’s potential• The power of integration• The power of integration• Search wide for role models
Revitalise often• Revitalise often
Look to the customer…