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02 May '15 | Debjyoti Paul

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15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

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Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

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:

  1. 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.
  2. 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.
  3. 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:

  1. 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.
  2. 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:

Omni Channel Customer Engagement

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.

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