Tangerine Lab's slides from the SMTLive Webinar on February 3, 2015

1. #SMTLive
Moving From The Screen To Device
And Back Again: The omnichannel
Customer Experience
A SMTLive Webinar
February 3, 2015
tangerine lab

2. #SMTLive
Multi-Channel vs Omni-Channel
• Multi-Channel
– Multiple channels (digital and physical) of engagement
with customers but no particular focus on delivering
consistent, seamless and optimized experience across the
channels.
• Omni-Channel
– Multiple channels of engagement with customers but WITH
focus on delivering consistent, seamless and optimized
experience across the channels.
tangerine lab

3. #SMTLive
Multi-Channel vs Omni-Channel
A Real World Story
tangerine lab

4. #SMTLivetangerine lab
1.
My
Order:
Popular
Online
Retailer
2.
Confirma9on
By
Retailer:
Order
Shipped
3.
Shipping
Company:
Delivery
No9ce

5. #SMTLivetangerine lab
• Delivery Service – Online Self Service
– Track Delivery
– Change Delivery Schedule
– Report Issues

6. #SMTLivetangerine lab
DELIVERED!
NOT
DELIVERED!

7. #SMTLivetangerine lab
My Favorite First Stop: Twitter Customer Service

8. #SMTLivetangerine lab
My Not So Favorite Stop: Call Center

9. #SMTLive
Multi-Channel Omni-Channel
tangerine lab
Web
Social
Physical
Web
Social
Physical

10. #SMTLive
How Do You Transition To
An Omni-Channel
Customer Experience
tangerine lab

11. #SMTLive
Five Steps To An Omni-Channel Customer Experience
1. Walk in your customer’s shoes.
– Customer journey maps
2. Identify the “on stage” elements through the customer
journey.
3. Identify the friction points (or differentiation opportunities).
4. Identify the enablers for removing the friction points.
5. Perform and audit of your capabilities (“backstage elements”)
along the customer touchpoints and fill the gaps.
tangerine lab