multichannel and omnichannel - managing the move
TRANSCRIPT
Managing the move to mul/channel and omni channel
Michael Leander at Mediapost Hit Mail Mul/channel seminar in Sofia, Bulgaria
What your customers expect
What your customers experience
You cannot control your audience – go from send to recipient control
Divorce your brand from this pathe7c stat on relevance
… and become part of this stat
Move from sender to recipient control
Unsilo your data
Silos
Make
You Suck
Omnichannel is the new mul/channel
Omnichannel = Delivering a truly seamless experience across touch points, channels and
devices
Your mission is not to embrace Omnichannel at all cost,
but to enforce a greater emphasis on customer centricity AND channel &
response device synergies
OMNIPRESENCE MULTI-‐CHANNEL
be where your profitable customers and likely to
become profitable prospects are
Market share or something else?
Start here – get your financial metrics right first
Mul7channel marketers mul7ply ROMI by 5, 10, 15
Tracking your numbers & measuring your success
Share of Heart What wins them over?
Share of
Wallet
Share of Influence
How do you find influencers and how do you tag them?
Beware of which customers you can afford to serve
Share of Voice
Own The Experience from A to Z
THE CUSTOMER Experience
OMNICHANNEL
RELEVANCE EMPOWERMENT
InnovaCon reflecCng the Cmes we are
living in
The balancing
act
Give everybody all they want or give the ones that maMer all they want
or give the ones that maMer what is
possible and reasonable
Connec/ng content to the buying process is crucial for ROMI success
A few pointers on what your next steps could be
Understand buyer journey
Track, log and use behavior proacCvely
Bring transac/onal (€ data) into play
Master one channel at a Cme
Be open to all channels, ROMI should be a decisive factor, not channel-‐fashion
Create a customer vision/strategy
Customer
Knowledge
Customer Value
Customer ExpectaCon
Balanced effort
IntegraCon
Customer Experience
Customer Experience How do we ensure that customers get the same experience across all touch points? On which level must the experience be consistent across all channels?
IntegraCon How do we share knowledge of our customers? How do we plan and implement customer acCviCes across the company? How close do we want to integrate ourselves with customers and partners?
Balanced effort How do we balance our efforts in relaCon to the customers value? What effect does that have in our acCviCes? How far will we go? How do we focus on loyalty, retenCon and cross sales?
Customer ExpectaCons When are the customer in touch with us and why? Which expectaCons do they have and how do we live up to them? How do we communicate with the customers? What impact does customer saCsfacCon have on revenue and profit?
Customer Value Which customers have which value? How do we measure it? Which customers will we aMract, retain or develop? Which service will we provide the defined segments?
Knowledge of Customers How do we collect knowledge of our customers In which touch points? How do we use this knowledge? How can we enrich and increase our own knowledge
Breathe media agnos7c
Remember! Audience media preferences differ depending on purpose
What is your percep7on about your current aTribu7on?
Channel % spend Rate effec/veness 1 = low 5 = max
Solo or part of cross-‐channel?
Email markeCng
Online adverCsing
Offline adverCsing
Direct mail / printed catalogues
Social media
Out of home
TV / Radio
What is your percep7on about your current aTribu7on?
Channel % spend Rate effec/veness 1 = low 5 = max
Solo or part of cross-‐channel?
% of customers who prefer this channel?
Sell, Educate, Nurture, Branding
Email markeCng
Direct mail / printed catalogues
Social media
Out of home
TV / Radio
PuZng It All Together:
• An average of 19% of customers respond to one or more strategies • The overall retenCon rate goes up by 19.3% • Orders per year and average order size also increase significantly • These numbers are illustraCve. You can create your own numbers using
tests and controls
% Sales or Percent % Change % Change % ChangeCustomers Customers in Orders/ Average
Strategy Affected Responding Retention Year Order1 Phone Calls 10% 10.00% 1.00% 1.00% 1.00%2 Personalized Letters 30% 5.00% 1.50% 1.50% 1.50%3 Personalized Email 20% 5.00% 1.00% 2.00% 4.00%4 Email Newsletters 20% 5.00% 1.00% 2.00% 4.00%5 Gold Member Services 5% 40.00% 2.00% 1.00% 2.00%6 Loyalty Program 40% 10.00% 4.00% 4.00% 4.00%7 Birthday Club 20% 5.00% 1.00% 4.00% 5.00%8 Shift to Multi Channel 20% 10.00% 2.00% 2.00% 2.00%9 Next Best Product 80% 5.00% 4.00% 4.00% 4.00%
10 Segment Strategies 60% 3.00% 1.80% 1.80% 1.80%All Customer Impact 30.5% 19.60% 19.30% 23.30% 29.30%
Create meaningful customer segments -‐ try to spot the unprofitable customers &
remember One Size Doesn’t Fit All
79.67%
24.82%15.83%
1.52%
-21.83%
-‐40.00%
-‐20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
5% 11% 28% 28% 28%
This 28% lost 22% of the bank’s profits!
Bank Customers by Profitability
And then think about real /me marke/ng & service
Integrate across all channels -‐ smart !
Explore different ways
