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Using Voice of the Customer to inform and drive omni-channel
Kerr Maclean
v
Customer Interaction
3
Seamlessly interacting with customers
through their channels of choice throughout
the buying process
What is Omni-channel
We haven’t yet mastered Omni-channel
There is no clear formula for success
There is no silver bullet
OMNICHANNEL SFG’S ROADMAP
6
Really listen to what our customers are telling us
they want and need
OMNICHANNEL OPTIMISING OUR CUSTOMER TOUCHPOINTS
8
The SFG Challenge…
5 Brands operating independently
Lack of time + expertise within the Brands to execute personalised, targeted communications
Mass emails spamming the base on a weekly basis
No single customer view, across channels or Brands
Unable to analyse the data in our legacy systems
We needed to engage with our members across all channels
…building our Single Customer View to bring
all the pieces together to meet the challenge
Image: lanternhollowpress.com
Synthesize data into insight - Grow the relationship with your customer with relevant data capture
Identify how to then use this to benefit everyone - Ascertain value of each customer to optimise commercial opportunity
Deliver a great experience to the customer - Click to collect, tablets in-store, multi branded e-commerce platform
Make it personal - Personalised emails, recommendations and promotions
SFG may sell frocks, but we have one of the largest customer data assets in Australia
It’s also about connecting and making great
memories seamlessly
And what happens when you do listen and
then work out how best to deliver?
The Ultimate Goal
single channel omnichannel
Enga
gem
en
t
An omnichannel customer experience benefits all
parties
Value
An omnichannel customer experience benefits all
parties
Its about creating exceptional memories
HOPE I’VE GIVEN YOU SOMETHING TO NOODLE OVER