10+ Digital Customer Experience Insights on Mobile First, Omni-Channel, Personalization and Digital strategy

1. How do you go about
creating and adopting a
mobile first strategy?
For many what I've described may be called an omni-channel
strategy - I just call it how to run a modern business that will
still be around in 5 years”
Martin Dowson,
Customer Led Design, ROYAL BANK OF SCOTLAND
Insights from:
Insights on Mobile First, Omni-Channel,
Personalization and Digital strategy

Peter Fisher,
Former Interim Customer Experience Manager,
PREMIUM CREDIT
Many organisations developed customer portals and interfaces before mobile was a
key channel. As such these portals and interfaces are often not optimised for mobile,
even though the majority of customer interactions for many sectors now are via mobile
devices. To adopt a mobile first strategy, organisations need a dual approach: Firstly to
review existing interfaces and reengineer where necessary, and secondly to start with
the mobile channel for all future developments.
Martin Dowson,
Customer Led Design,
ROYAL BANK OF SCOTLAND
Understand why you are even talking about mobile first in the first place:
• Is this about your whole business deploying everything into mobile first?
• Is this about having a design principle that everything you design must first of all work
on mobile?
These are two subtly but importantly different motivations.
Understand what your customers actually need from you across different touch points.
This may not be necessary for every business. It may also not be necessary to deliver
to mobile first as long as all your designs are responsive. It may be restrictive in terms
of delivering the full interactions your customers require to design for mobile first.
Basically make sure you have a customer need, a design, delivery and operational
need for this.
Articulate that - and this is your route to creating and gaining adoption for the strategy.
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Renee Racine-Kinnear
Vice President, Digital Customer Experience,
INDIGO
The first step for me is always to understand the customer’s expectation and to let that
drive the strategy. What we need to get to is this: How will the mobile site be used, by
who and in what context? What are the essential features of the mobile experience?
In what ways might we go beyond essential and into the territory of “awesome”?
Being able to answer these questions for mobile (as well as each breakpoint upward)
should ensure we’re not degrading the experience as screen sizes get smaller, rather
matching the experience to the needs of the user in context to the device.
Nikolina Glamoclija
Senior Manager,
VODAFONE UNIFIED COMMUNICATIONS GROUP
Mobile is a part of our every day. In today’s world, one cannot even start to think
about designing a business strategy, customer experience, omni-channel or digital
roadmaps, without putting a mobile at the centre of the experience. It is no longer
a strategy, it is the way we all live and customer expectation. We’ve been aiming to
deliver all of our websites fully responsive and are focusing on a new App experience
at the forefront of our mobile and simplification strategy. As mobile takes a centre-
stage, we need to be wary not to compromise the experience and curb the investments
in the web and contact centres; they remain as important in the mobile world.
Carlo Giugovaz
Head of CEE Multi Channel Banking,
CITIGROUP
Yes in all the groups banks are focusing on changing priorities (even if it will take time).

2. How do you use omni-
channel strategies
to enhance your
customer’s experience
at every touchpoint?
Peter Fisher
Former Interim Customer Experience Manager
PREMIUM CREDIT
The key element here is to understand the channels your customers are using and
would prefer to use. This can only be established via insight and shouldn’t just be via
an analysis of what customers are using today. Google analytics will only show you
what is on offer now, not what customers would prefer. With that insight, the desired
customer experience should be developed whereby customers can seamlessly move
between channels such that each touchpoint looks and feels the same.
Martin Dowson,
Customer Led Design,
Terms like Omni/multi channel are used in ways that make it sound like they are the
objective. It’s not about an “Omni channel strategy “ - it’s about understanding how,
where and when your customers want to interact with you and crucially what you can
best deliver as an organisation against that need (that might not be OMNI and it may
not even be very multi). It’s about orienting how you design your business around
being human centred, design led and sustainably delivered. When you do this then you
are naturally designing and delivering experiences that are right for your customers
and right for your business.
For many what I’ve described may be called an omnichannel strategy - I just call it
“how to run a modern business that will still be around in 5 years”.

channel strategies
to enhance your
Mabel Moya
CRM Leader
ALTIBOX
I prefer to talk about customer strategies instead of omni-channel. The reason for
this is because when working omni-channels, you should centralized your customer
strategies in a customer-decisioning tool. Think customer first, what is the strategy
and them take it to the channels. It is about the customer experience after all but your
customer strategy should also be aligned to the business strategy.
Vice President, Digital Customer Experience
INDIGO
Observing our customers in store showed us specific opportunities to bring digital into
the retail channel effectively. Our app makes the lost loyalty card a thing of the past. It
also connects the physical product with the richer decision support online by offering
a barcode scanning feature. We’re currently at work on a number of omni-channel
strategies to further this connection of retail and digital channels including MPOS,
digital receipts and harnessing RFID to give recommendations based on multi-channel
purchase and browse histories.

channel strategies
to enhance your
Nikolina Glamoclija
Senior Manager
Customers don’t think about the channels. They might have a question and will try to
go wherever they perceive it to be the most convenient and fastest way to find their
answer. It is our imperative to help them in the channel of their choice, but also to
provide a guidance to the most appropriate touchpoint. Therefore mapping a type of
question and task to the best equipped touchpoint is key; not every channel can be
used for all queries and tasks. Digital provides the glue and transparency where all the
channels visibly come together, therefore must overcome any internal silos.
Carlo Giugovaz
Head of CEE Multi Channel Banking
CITIGROUP
Yes this is since 5 years!!

3. How does
personalization factor
into your overall digital
strategy?
Peter Fisher
PREMIUM CREDIT
Customers expect access to their own data and information. Providing information,
which is applicable to everyone, will only go part way to delivering against
expectations. Linking to back end systems which can deliver the personalisation is key
to delivering the very best customer experience.
Martin Dowson
Customer Led Design
The ability to deliver experiences at the level of an “audience of one” will be
increasingly important but must be delivered in a balanced way. Personalisation is
being used throughout different industries today to drive marketing (or in fact sales) on
an increasingly individual and measurable basis. My personal opinion is that this will
only go so far before it just gets outright creepy and uncomfortable (if it hasn’t already).
However the ability to support conversations with customers about the service they
are receiving and to demonstrate that you know your customer - using personalisation
strategies for this - will be crucial to delivering a more human experience. This
contributes to a future thinking company’s overall strategy - clearly. Your digital
strategy is to use tech and digital channels to support the company’s overall strategy
- unless you are a digital pure play in which case they are likely intertwined and
you don’t even talk about digital! Ultimately personalisation will also be important to
operational strategies for customer service and sales (through service) in non
digital channels too which is why we see many telephony operations aligning with
digital ones.

3. How does
strategy?
Mabel Moya
CRM Leader
ALTIBOX
Our digital strategy has three pillars: content, personalization and analysis. And on top,
cross channel management and omni-channel. Without those pillas or foundation, there
is no digital strategy.
INDIGO
Personalization has been harder to achieve than we expected. While we have an
excellent picture of our customer in one channel, our legacy systems are not set up
to share that picture across other channels. This is something we are sprinting toward
now as we see more of our customers moving between channels.

3. How does
strategy?
Nikolina Glamoclija
Senior Manager
Our customers find generic sales and banner advertising intrusive and inappropriate.
Utilising personalisation to help the customers, provide them with relevant notifications,
tips and offers so that they can get the most out of the complex services and products
they subscribe to or even provide them with a resolution before the problem occurs is
very much encouraged and asked for. Whereas, cross-channel analytics integration
might be difficult to achieve, we have started with simple device recognition, digital
behavioural insights and data, and combined it with strong content presentation and
search optimisation to provide more relevant individual experience.
Carlo Giugovaz
CITIGROUP
Not so much unfortunately… We are working to improve, but product actions are
still a priority.

4. How are you using
digital interaction
to drive customer
engagement?
Peter Fisher
PREMIUM CREDIT
Digitisation enables a two way process. Not only can organisations deliver relevant
information to customers, organisations can generate a higher level of customer
engagement and customer experience by optimising the channels. Various channels
and techniques can be utilised in this regard but segmentation will be key. Not all
customers will want to engage via the same channel – an omni channel approach will
deliver an increased customer experience across all segments.
Mabel Moya
CRM Leader
ALTIBOX
In different ways. Altibox is the largest fiber provider in Norway. We distribute TV
services as part of it. We are a content distribution platform and therefore we strive
to drive customer engagement in all of our digital channels. Social media is one
of our much used channels, as well as our TV platform. We have weekly film and
entertainment campaigns aim to keep engagement high and these are all
distributed digitally.
INDIGO
We do a number of interesting things with our rewards program that drives
engagement (points meter, a responsive rewards centre with 1:1 offers and the ability
to earn micro-points by rating your recommendations). That said, I am most proud of
the cx programs we have in place to ensure an ongoing two-way dialogue with our
customers. We treat them as collaborators / co-designers of our experience. I think this
has created an engagement that goes well beyond any single digital feature.

4. How are you using
digital interaction
to drive customer
engagement?
Nikolina Glamoclija
Senior Manager
Digital, particularly mobile is where most of our customer’s questions and interactions
with the brand begin. We are seeing increasing number of interactions through not just
mobile, web and app, but also through social networks, our vibrant communities and
live chat which are well perceived by our customers due to its convenience - available
24/7, transparent and real-time. Customers who would not necessarily call or make
time to go into the retail shop, are suddenly interacting with us. Through gamification
and personalised prompt service we are starting to more effectively manage these new
interaction forms and turn them into a positive and value-add experiences.
Carlo Giugovaz
CITIGROUP
In many ways: onboarding, education on digital, post sales customizations, etc.

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10+ Digital Customer Experience Insights on Mobile First, Omni-Channel, Personalization and Digital strategy

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10+ Digital Customer Experience Insights on Mobile First, Omni-Channel, Personalization and Digital strategy