With customers having so many ways to shop and so many options for engaging with brands, creating seamless omnichannel experiences is at the top of many marketers’ to-do lists. Of course, it’s one thing to recognize the challenge, it’s another to solve it in the real world of modern marketing. Get up to speed with the latest trends and best practices in delivering seamless omnichannel experiences. Created in association with our partners at award-winning global digital and content production agency BORN, this information-packed session will deliver: - An overview of today’s cutting-edge approaches to delivering outstanding omnichannel experiences - Insights into current best practices for making omnichannel work in the real world - How the right measures can help drive growth across both the short- and long-term

1. Frictionless
Buyer Journeys
November 19th, 2019

2. Speakers
Eric Gutoski
Chief Strategy Officer, BORN Group
Anthony Colichio
Digital Strategist, Acquia

3. London
Singapore
Hong Kong
Chennai
Toronto
New York
Tokyo
Bangalore
Pune
Kuala Lumpur
We synthesize a collection of
specialisms to produce stand-out
brand experiences across all
channels.

5. AGENDA
● What is omnichannel’s role in the buyer’s journey?
● How does omnichannel compliment CX?
● How do I tailor and personalize my omnichannel offering?
● What are the KPIs to look out for with my omnichannel offering?
● Final thoughts

6. The Opening Story
Where Friction in the Buyer’s Journey Starts

7. High Friction Journeys
[low conversion rate]
that I Hate
[low CSAT]

8. Most Recent Brand Frictionless Journeys
[low CES]
to Delight Me
[high NPS]

9. Most Recent Brand Frictionless Journeys
[low CES]
to Delight Me
[high NPS]

10. Most Recent Brand Frictionless Journeys
[low CES]
to Delight Me
[high NPS]

11. Invert the Traditional Brand-Centric Funnel & Reduce Friction
- Moment of Truth: Transact/CTA/Core Experience First
- Get marketing & sales out of the way.
- Act as VoC to product & services.
- Sync mobile, display, ATM, kiosk, etc.

12. Invert the Traditional Brand-Centric Funnel & Reduce Friction
- Moment of Truth: Transact/CTA/Core Experience First
- Get marketing & sales out of the way.
- Act as VoC to product & services.
- Sync mobile, display, ATM, kiosk, etc.
- Omnichannel Leads & Nurture Second
- Expose initial/CUS transact to leads/customers based on behavior.
- Thoughtful care workflow & referral/loyalty programs.

13. Invert the Traditional Brand-Centric Funnel & Reduce Friction
- Moment of Truth: Transact/CTA/Core Experience First
- Get marketing & sales out of the way.
- Act as VoC to product & services.
- Sync mobile, display, ATM, kiosk, etc.
- Omnichannel Leads & Nurture Second
- Expose initial/CUS transact to leads/customers based on behavior.
- Thoughtful care workflow & referral/loyalty programs.
- Omnichannel Awareness & Community Management Third
- P/O/E media spend optimization for acquisition.
- Advocacy & on-/off-domain community management.

14. Today’s Cutting Edge Buyer
Journeys
Omnichannel at a Distance

15. What do we mean when we say Omnichannel?
The expansion of
commerce channels has led
to a deep disruption of the
eCommerce space.
However, what sets
omnichannel apart is in
unifying these streams to
the customer.
Friction emerges when a
multichannel opportunity is
not honed into an
omnichannel one.

16. Omnichannel Touchpoints
Consumers are introduced to
a product via multiple touch
points.
The root of the reason why
users sift through touch
points is to make an
educated purchase.
As a result, all aspects of a
users omnichannel
experience should be fluid
and informative.

17. The Omnichannel Ecosystem
It is essential to combine creative,
content, and commerce in one
omnichannel experience.
All of these experiences play different
roles - and creative is where brands are
built, content is where products are
marketed, commerce is where products
are purchased,
A robust omnichannel experience
makes sure to blend channels in a
constructive way - being everywhere at
once can be daunting and
unnecessary.
Synchronize online and offline for
maximum results.

18. Brick & Mortar Alive and Well
- Brick and Mortar is still relevant.
- eCommerce makes up over half, or 51.9% of all
retail sales growth in US…
- But only $513 billion of $3.63 trillion retail sales
are eCommerce.
- Brick and Mortar has multichannel offerings +
expedites order fulfillment - one day shipping!

19. Best Practices:
How does Omnichannel compliment
customer experience?

20. The Omnichannel Product Strategy
- The omnichannel product strategy is
our response to the digital disruption
that has changed how consumers
shop, consume media, and digitally
interact with brands + content.
- Digital commerce is fundamentally
evolving from a distribution platform
to a consumer experience platform.
- Harmony is key in a uniform
experience.

21. The Yield of a Seamless Experience
- Creating that consumer
experience platform demands a
seamless experience across
channels. Omnichannel
solutions are context-aware.
- A consistent and well-optimized
solution proves to consumers
that your CX is paramount and
enhances brand strength.

22. Omnichannel and Conversion Rate Optimization
- CRO is crucial in
minimizing friction in
your buyer’s journey.
- Hypothesize, perform
multivariate tests and
deploy solutions to
improve the
conversion rates.
UX changes
Analyze
Hypotheses
Multivariate
Testing
Optimize
Revenue

23. Right Measures
Tailoring and Personalization

24. Driving consumer engagement

25. A tailored site fits the user best
Personalization and omnichannel go
hand in hand in unlocking the
ultimate customer experience.
Mastering how your channels
integrate ensure that you have as
much data as possible to sell to your
customer in the best fashion.
Data is king, and a well-executed
buyers’ journey excels in gathering
relevant data and executing.

26. The KPIs
How to check if your strategy succeeds!

27. The Overview
The KPIs you should be
looking for revolve around
business growth, customer
retention, and process
efficiency [including risk
mitigation].

28. Retained Customer KPIs
- Customer Effort Score (CES)
- What is the relative effort a customer must undertake to
work through an interaction?
- Customer Satisfaction (CSAT)
- What is the satisfaction score for the service?
- Customer Churn Rate
- What is the percent of customers not loyal to the company
for a given period?
- Net Promoter Score (NPS)
- What is the percentage of customers that would
recommend an organization to their peers?

29. Business Growth KPIs
- Direct Traffic
- Traffic driving interactions through channels
- Indirect Traffic
- Traffic intended to raise brand awareness.
- Conversion Rate [any CTA]
- The % of interactions that result in completed sales.
- Rate of Adoption
- What % of people use the service per demography?
- Average Order Value
- How much are people spending per order?

30. Process Efficiency KPIs
- Sales Cost
- What are all the costs of selling my services and products?
- Self Service Adoption Rate
- What is the % of customer interactions made through self
service?
- Marketing Costs
- What are all costs associated with the marketing of services
& products?
- Cost per interaction
- What are the business costs for handling a given service
item?

31. Omnichannel and Conversion Rate Optimization
- CRO is crucial in
minimizing friction in
your buyer’s journey.
- Hypothesize, perform
multivariate tests and
deploy solutions to
improve the
conversion rates.
UX changes
Analyze
Hypotheses
Multivariate
Testing
Optimize
Revenue

32. Final Thoughts &
Key Takeaways

33. Thank you for joining!
Questions?