Form Multi to Cross Channel Marketing & Customer Suppor

1. Si.mobil
From Multi to Cross Channel
Marketing & Customer Support
10.12.2012, TAG Business School, Customer Exepreince Forum
David Rozman, Head of digital solutions @ Si.mobil

2. I. Intro
We live in multi world

3. Most important source among EU onliners when buying
mobile phone subscriptions to start research is ...
Source: Consumer Barometer by TNS, IAB and Google 2012
1. Advertising starts
research

4. Most important source among EU onliners when buying
mobile phone subscriptions generally used for research
Source: Consumer Barometer by TNS, IAB and Google 2012
2. Websites/shops are
most used for research
1. Advertising starts
research

5. Most important source among EU onliners when buying
mobile phone subscriptions for final purchase decision
3. Stores for final
purchase decision
Source: Consumer Barometer by TNS, IAB and Google 2012
2. Websites/shops are
most used for research
1. Advertising starts
research

6. EU Onliners [more than two thirds of population]
mobile phone subscribers customer journey
73% research online or online & offline
Source: Consumer Barometer by TNS, IAB and Google 2012
3. Stores for final
purchase decision
2. Websites/shops are
most used for research
1. Advertising starts
research

7. Journey is not only multichannel is also multi device
How many use another device while watching TV?
Source: Google/Ipsos/Sterling, 2012

8. Journey is not only multichannel is also multi device
How many move between devices to complete a task?
Source: Google/Ipsos/Sterling, 2012

9. Journey is not only multichannel is also multi device
In 2014 _% will vist our site via mobile device?
Source: Morgan Stanley Research

10. What about the social media
What our customers want most on social media?
Source: Consumer Views of Live Help Online 2012: A Global Perspective. Oracle 2012.
The Perception Gap: what customers want and what executives think they want. Pivot 2012.
It’s not the customer support
It’s Deals & Promos, followed by Reward programs, Exclusive content, Feedback on
new products only afterwards comes the Customer service
But when they do us it for customer service, they expect
rapid response
More than half of Twitter users worldwide expect a personal response within two
hours of tweeting a question or complaint

11. Multi channels to support the customer
Which channel prefer customers most to solve their
problem?
Source: Web Sites That Don’t Support Customers’ Goals Waste Millions, Forrester Research 2010
No. It’s not the phone
Common customer service misperceptions is that customers prefer calling the call center
to solve problems with a “human touch”
72% of consumers prefer to go online first to resolve problem
US customers prefer self-reliance and the ability to get quick answers to their questions
and move on
Customers escalate to expensive channels if website doesn't
support them
Telephone customer service has highest satisfaction

12. So this is our new multi world ...
1. consumers switch between multiple channels
on a customer journey to research/buy mobile phone subscriptions
2. they use many devices at the same time and sequentially to complete tasks
TV no longer commands their full attention
67% of them start shopping on one device and continue on another
3. in 2014 50% of them will access the web via mobile device
4. social media is not only for support, but their users expect rapid response
More than half of Twitter users worldwide expect a personal response within two hours of tweeting a
question or complaint
5. 72% of consumers prefer to go online first to resolve problem
No it’s not the phone. Customers Escalate to More Expensive Channels When the Website Doesn't
Support Them

13. II. Discussion
Are we ready for this new multi world?

14. What is the biggest challenge of this new multi world?
1. Are your using multiple channels at
the same time to push a single
message to the customer?
2. But can your customer move cross
channels in a way that he can
continue with task started at the
previous channel?
Not forcing him to start the task at the
beginning on each channel switch?
For example when a customer comes to the POS there
is no need to explain his problem to the sales person as
salesman can view all the recent customer interaction on
the Facebook, Chat and Phone

15. Multi Channel vs. Cross Channel analogy
Instruments are the channels
The song is customer journey

16. Multi Channel
Channels are central, not customer journey

17. Cross Channel
customer journey is central, he can switch progressively between channels

18. Three Variables of Cross Channel Customer Journey
1. Phases
2. Channels
3. Journey

19. Cross Channel Customer Journey
Online Shop Example

20. Cross Channel Customer Journey
Loan Appliaction Example

21. Cross Channel Customer Journey
Retail Example

22. Multi Channel vs. Cross Channel
Multi Channel Cross Channel
Siloed
Each channel has own stock
Integrated
Single stock
Marketing
channels
Siloed
Unconnected technologies
Integrated
Channels + Tickets + KB
Support
channels
limted customer
interaction view
360º customer view
Channel attribution analytics
CRM &
Analytics

23. Benefits of cross channel marketing?
Source: A commissioned study conducted by Forrester Consulting on behalf of global interactive marketing provider ExactTarget

24. What holds us back from driving effective cross-
channel campaigns an customer support?
1. Lack of strategy
2. Organisational structure
3. Disparate technology platforms
Source: Econsultancy Cross-Channel Marketing Report

25. Technology: Marketing Solutions
Adobe Insight
The standard
Kissmetrics
More accessible solution
Google Universal Analytics
Announced

26. Technology: Customer Support Solutions
Zendesk
The flexible solution
Service Cloud
The standard from Salesforce
Some OTP solutions
In evalvation

27. Organization
1. Who should be responsible for cross channel activities?
2. What kind of organizational structure do we need?
3. Should we take step by step approach or revolutionary one?

28. Strategy to Move From Multi to Cross Channel
Marketing & Customer Support?
You've got to start with the customer experience
and work backwards to the technology
Steve Jobs

29. Thank you