Creating a roadmap for Omni Channel customer engagement
Posted on: 30 October '13
What common themes arise when leaders from different industries come together and discuss business priorities and imperatives?
One of the hallmarks of our leadership series is to provide a collaboration platform to generate insights and derive key business focus areas. Our latest initiative in this direction was the webinar on “Creating a roadmap for Omni channel customer engagement“. As expected, our panel of leaders brought forth unique perspective on their respective roadmaps towards customer engagement. What stood out however were the underlying common themes that emerged. A recording of the webinar and the slide deck on the key discussion items for your review can also be found on our webinar page.
The underlying principles that emerged were:
- Business oriented approach:
The CIO-CMO-CEO partnership has often been claimed as an area of improvement. However, our panel completely dispelled all doubts that this much talked about partnership is a challenge to accomplish. Every initiative and perspective they shared was driven from a single mission – to align with and drive business vision and priorities. In fact, they spoke as business technology leaders, focusing on the goals and why they had a roadmap they did.
- Analytical decision making
Business intelligence might be a challenge from a data aggregation and processing perspective, but this challenge was not a constraint when it came to decision making and investment prioritization. Every step in the roadmap had careful consideration of priorities and the end state that the businesses were attempting to reach. In fact the most important decisions were backed by both quantitative analysis to the extent possible, and then complimented by a rational qualitative reasoning.
- Focus on the customer
Any business has multiple stakeholders (including customers and consumers) that they should empower with the goal of maximizing customer engagement. The Omni Channel roadmap that our speakers outlined was strikingly similar in concept to that envisioned, enabling the complete ecosystem, rather than a single, isolated part of the puzzle.
The two most important (and low hanging) takeaways that I came away with were:
- Listen (through data) to your customers to correct yourself. It’s easy to go overboard with various digital and analytics initiatives, but if we pause and analyze what customers are saying, opportunities that were not even thought of become important sources of customer engagement. Analytics and digital efforts should be directed towards this perspective first before we can begin to truly engage customers.
- Allow the customers to choose their channels – An Omni Channel strategy can unintentionally be the source of a push approach and favor one channel over another. However, the key is to understand how your customer segments like to interact with you, and then make their experience more meaningful through a tailored Omni Channel offering.
The overall framework for Omni Channel customer engagement is summarized in the infographic below:
A recording of the exciting webinar and the slide deck summarizing the key discussion items for your review can be found on our webinar page. I promise a great experience.