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OMNI CHANNEL The Inevitable Strategy of Retail

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OMNI CHANNELThe Inevitable Strategy of Retail

1999-2006 Scania, Engineering Marketing

2006-2007 New Era Interactive : Marketing Manager

2007-2014 7-Eleven, Head of eCommerce

2014-2015 DHL, eCommerce Director

2010… Thai Webmaster Association, Secretary

2008… Thai eCommerce Association, Executive Committee

2015… Ministry of ICT Committee of eCommerce Development of Thailand,

PARIN SONGPRACHA

[email protected]

Corporate website Looking for trustComplicate request Looking for more detail

Other websites Service product comparison

Social media Ask for opinionShare to friends 2 Ways communication

Special points Can’t be controlled

Sales Person, PC Ask for personalized requestSpecific informationLooking for personal services

*Special point They also become brand representative

Mobile Apps Time/ place convenient services Benefits collection toolsPush information in real time

*Special pointApplicable to add mobile hardware feature to improve customer experiences i.e. camera, NFC

Physical Store Pick up locationReturn location

*Special pointsAttract new customersTrust booster

Call Center Call to order Seek for help in serious incidentSeek for help in complicate issue

Omni Channel Component Around Customer

HOW ?? 5 steps to start omni channel experiences for medium size company

1. Know Your Value in the Customer Point of View

2. Imaging Action Along Value Stream Apply for Loan (Example)

Search for information Compare Alternatives Apply for Loan

Ask their friendsSearch in social mediaAsk bank agent

Visit several bank websites Call to call centerExcel comparison

Wait for Approval

Fill in the form online Visit the bank Fill in mobile app.

Check in mobile appCall Wait for sms

Customer Action

Value Stream

3. Map the Value to the Contact Channels

Search for information Compare Alternatives Apply for Loan

Ask their friendsSearch in social mediaAsk bank agent

Visit several bank websites Call to call centerExcel comparison

Wait for Approval

Fill in the form online Visit the bank Fill in mobile app.

Check in mobile appCallWait for sms

Customer Action

Value Stream

Social Media

Bank Agent

Bank website

Call Center

Online form

Mobile App

Bank branch

Apply for Loan (Example)

Contact Channels

Website

Mobile App

Call Center

4. Assign Essential Roles for Each Channels

Search for information Compare Alternatives Apply for Loan

Ask their friendsSearch in social mediaAsk bank agent

Visit several bank websites Call to call centerExcel comparison

Wait for Approval

Fill in the form online Visit the bank Fill in mobile app.

Check in mobile appCheck in the website Wait for sms

Customer Action

Value Stream

Social Media

Bank Agent

Online form

Mobile App

Bank branch

Contact Channels

Apply for Loan (Example)

Bank Agent Explain the holistic view

Handle the specific questions

Call Center Push the tools for the customer to take care of themselves

Website As a Library of all services.

Center of customer self service

Mobile App Notification and reminder

Website

Mobile App

Call Center

Bank website

Call Center

5. Create the Automate Trigger for Seamless Experiences

Search for information Compare Alternatives Apply for Loan

Ask their friendsSearch in social mediaAsk bank agent

Visit several bank websites Call to call centerExcel comparison

Wait for Approval

Fill in the form online Visit the bank Fill in mobile app.

Check in mobile appCallWait for sms

Customer Action

Value Stream

Social Media

Bank Agent

Bank website

Call Center

Online form

Mobile App

Bank branch

Website

Mobile App

Call Center

Apply for Loan (Example)

Set Automate Trigger between channel

CRM system Push sms 1. Call Center No.2. Specific link direct to Loan information

Call Center Auto fill online formfor the customer

push to the mobile phone to press“Submit”

Website Automatically send sms for App download to customer mobile

Contact Channels

Summary 1-5

1 2 3 4 5

List the top (20%)

of value to customers

Imagine the customer

action along the value stream

Map Value

to Channels

Assign rolesfor each channel

Create the automate

trigger along the

customer action

6 Omni Channel Excellence

Omni%%Channels%Excellence%

6 aspects to implement Omni Channel

in the existing company

(After finish fighting for the clear strategy)

Omni%%Channels%Excellence% Product%

Category%%Concept%

Central%CRM%

Coordinated%Communica:on%

Channel%Controlling%

Cross%Corporate%%Culture%

Integrated%SCM%

Goal Single Communication

Minimum Requirement 1. Clear answer for a basic

questions

3. Dedicate customer support for detail questions

Goal Single CRM Program in every channels

Minimum Requirement 1. Check point and burn point

3. Single customer database

Omni%%Channels%Excellence% Product%

Category%%Concept%

Central%CRM%

Coordinated%Communica:on%

Channel%Controlling%

Cross%Corporate%%Culture%

Integrated%SCM%

Goal Universal Product Categories

Minimum Requirement Product  Category  must  be  expandable/  compressible  across  the  different  channel  without  re-­‐structure

Omni%%Channels%Excellence% Product%

Category%%Concept%

Central%CRM%

Coordinated%Communica:on%

Channel%Controlling%

Cross%Corporate%%Culture%

Integrated%SCM%

Goal Single view of inventory,Frictionless product flow.

Minimum Requirement Stock  transfer  between  branches  

Pick  up,  return  in  the  store

Omni%%Channels%Excellence% Product%

Category%%Concept%

Central%CRM%

Coordinated%Communica:on%

Channel%Controlling%

Cross%Corporate%%Culture%

Integrated%SCM%

Omni%%Channels%Excellence% Product%

Category%%Concept%

Central%CRM%

Coordinated%Communica:on%

Channel%Controlling%

Cross%Corporate%%Culture%

Integrated%SCM%

Omni%%Channels%Excellence% Product%

Category%%Concept%

Central%CRM%

Coordinated%Communica:on%

Channel%Controlling%

Cross%Corporate%%Culture%

Integrated%SCM%

Omni%%Channels%Excellence% Product%

Category%%Concept%

Central%CRM%

Coordinated%Communica:on%

Channel%Controlling%

Cross%Corporate%%Culture%

Integrated%SCM%

Most%Difficult%

Execu&ve(

Web(Master(

Web(1(

Web(2(

Web(3(

Online(Marke&ng(

Online(1(

Online(2(

Online(3(

Product(Manager(

Product(1(

Product(2(

Product(3(

Customer(Service(

CS(1(

CS(2(

CS(3(

Execu&ve(

Web(Master(

Web(1(

Web(2(

Web(3(

Online(Marke&ng(

Online(1(

Online(2(

Online(3(

Product(Manager(

Product(1(

Product(2(

Product(3(

Customer(Service(

CS(1(

CS(2(

CS(3(

Grocery(Online(Marke&ng(

Grocery(Customer(Service(

Grocery(Product(Manager(

Grocery(Web(Master(

Cell(Work(Group((((((((

Fashion(Online(Marke&ng(

Fashion(Customer(Service(

Fashion(Product(Manager(

Fashion((Web(Master(

Cell(Work(Group((((((((

Beauty(Online(Marke&ng(

Beauty(Customer(Service(

Beauty(Product(Manager(

Beauty(Web(Master(

Cell(Work(Group((((((((

Omni%%Channels%Excellence% Product%

Category%%Concept%

Central%CRM%

Coordinated%Communica:on%

Channel%Controlling%

Cross%Corporate%%Culture%

Integrated%SCM%

Most%Difficult%

Summary 6 Omni Channel Excellences

eCommerce and Online marketing

Is the tool to combine all channels for customers

How to use eCommerce in the retail business