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10.13007/261
Ideas for Leaders #261
Multichannel Strategies for Better
Customer Experience
Key Concept
The proliferation of devices and channels has brought new challenges to just
about every organization in delivering consistently good customer experiences
and effectively joining up service provision with marketing activity, data and
content. A good multichannel strategy and execution is increasingly becoming
essential to marketers and customer experience professionals from every
sector.
Idea Summary
Businesses need to adopt a multichannel mindset when interacting with their
customers, because customers use multiple channels and expect relevant,
consistent experiences across all of them. This research seeks to identify the
key issues, challenges and opportunities that surround multichannel delivery
and provide some best practice insight and principles on the elements that are
key to multichannel success.
The proliferation of devices and digital channels has added complexity to
customer journeys, making the joining up of customer experience of key
importance. It was clear from this research that it remains challenging for
many organizations to maintain consistency across so many customer
‘touchpoints’. In addition, the ability to balance consistency whilst also fully
exploiting the unique attributes of each channel remains an aspiration for
many.
Whilst senior leaders seem to be bought-in to multichannel, the research
suggested that this buy-in was not always replicated across the rest of the
organization and did not always translate into a cohesive multichannel
strategy.
A number of companies were undertaking work around customer journey
mapping and customer segmentation, using a variety of passive and actively
collected data in order to identify specific areas of poor customer experience
and create action plans for improvement. Others were undertaking projects
using sophisticated tracking and tagging technologies to develop an
understanding of the value and role of specific channels and to provide better
intelligence to the business on which to base future investment decisions.
A consistent barrier to improving customer experience is the ability to join up
many different legacy systems and data in order to provide a single customer
view that would form the basis for a more cohesive multichannel approach.
Whilst there remain significant challenges around multichannel, there are also
some useful technologies allowing businesses to develop better insight into
Authors
Clark, Moira
Perkin, Neil
Institutions
Henley Business School
Source
The Henley Centre for Customer
Management
Idea conceived
December 2012
Idea posted
November 2013
DOI number
Subject
Customer-centricity
Customer Relationship Management
Digital Marketing
customer motivation and activity.
Superior multichannel experiences can create significant competitive
advantage for organizations but it is clear that, for most companies, delivery of
seamless multichannel experience remains a work in progress for many.
Business Application
The research shows there is significant benefit for organizations in adopting a
more sophisticated approach to multichannel, not least in securing more
engaged and profitable customers. A successful approach involves a number
of different facets around people, process and technology.
People
It is critical to not only secure senior leadership buy-in to multichannel strategies, but also to
work towards developing the right organizational culture to ensure that a joined-up approach to
delivering uniformly high-quality customer experience is a consistent theme throughout.
A top-down and bottom-up approach is one way to drive lasting change within organizational
culture, whereby the intent and behaviour of senior staff is met by the day-to-day processes,
practices and skills necessary for adopting new ways of working.
One consideration here is ensuring the right combination of vertical specialist channel skills,
with more horizontal skillsets around marketing, technology and customer experience.
Process
Functionally ‘siloed’ organizations – where communication is not adequate between
departments – need to establish processes to ensure a higher degree of collaborative working,
with the customer need at the centre.
It is critical that metrics and measures are focused around business objectives, and aligned to
customer experience.
Insight needs to be actionable, and focused on driving continuous improvement. ‘Test and
learn’ approaches can be useful in developing a rapidly improved understanding of customer
needs, and a more relevant and seamless multichannel experience for customers, particularly
with emerging channels such as mobile and tablet.
Tools such as customer segmentation and customer journey mapping can be used effectively
by businesses to identify improvements, prioritise investment and create competitive
advantage.
Approaches need to be customer-centric, not just business-centric. Well-integrated
approaches from a customer experience perspective can bring benefit in terms of effectiveness
and to the business bottom line.
Technology
Use of more sophisticated tracking technologies, analytics and customer feedback tools can
provide businesses with the customer insight they need to develop a better understanding of
their own customers’ journeys and how they have changed, and inform smart decisions around
the customer experience.
A single customer view – a full end-to-end picture and a real maturity in multichannel – can only
be achieved through alignment of metrics, expertise in analysing such metrics and the effective
joining up of data through CRM systems.
Whilst this remains an aspiration for many, others have already begun the process and are
learning to improve efficiency and optimisation.
Further Reading
Multichannel in a Complex World. Moira Clark & Neil Perkin. The Henley
Centre for Customer Management Research Report (2012). The full
paper can be obtained via The Henley Centre for Customer
Management.
Further Relevant Resources
Moira Clark’s profile at Henley Business School
Neil Perkin’s profile at Only Dead Fish
Henley Business School Executive Education profile at IEDP
© Copyright IEDP Ideas for Leaders 2014
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