Is the Future Omni-Channel?

(1)

BRAN

D EXPERIEN_CE

S BR

AN

D EXPERIENCE

S

Is the Future

(2)

the experIenCe FaCtOr

(3)

the strOngest COnneCtIOns wIth a brand are

buIlt thrOugh emOtIOnal

(4)

the strOngest COnneCtIOns wIth a brand are

buIlt thrOugh emOtIOnal bOnds emOtIOnal bOnds Only develOp thrOugh pOwerFul experIenCes Brand experiences

(5)

(6)

the gOOd news...

of customers are ready to pay more for a better customer experience

81%

(7)

of customers are ready to pay more for a better customer experience

of buying experiences are based on how the customer feels they are being treated

70%

81%

the gOOd news...

(8)

sIngle multI CrOss OmnI Channel strategy evOlutIOn

(9)

FaCt

customers switch between channels to get served throughout the day

(10)

FaCt

98%

move between

devices that same day

90%

use multiple screens

sequentially to accomplish a task over time

(11)

mInd yOur OmnIChannel CustOmers

omni channel customers spend more

according to a deloitte study,

OmnI-Channel CustOmers

spend 93% mOre per

transaCtIOn than

CustOmers that Only

shOp OnlIne

(12)

similarly, omni-channel customers spend

208% mOre per

transaCtIOns than thOse

that Only purChase In stOre

(13)

similarly, the deloitte study found that customers who engaged with the brand in certain ways were more valuable than those that did not engage in a particular behavior. for example, customers who visited a retailer’s mobile website spent

59% mOre than CustOmers

whO dId nOt. CustOmers

whO lIked a retaIler On

FaCebOOk spent 44% mOre

(14)

FaCt

and they experience a brand not channels of a brand

(15)

yOur

experIenCe

Is Only as

strOng

as yOur

weakest

(16)

spreadIng the wOrd

advOCates

happy

CustOmers are lIkely tO tell 4-6 peOple abOut a gOOd experIenCe

(17)

advOCates

happy

CustOmers are lIkely tO tell 4-6 peOple abOut a gOOd experIenCe

spreadIng the wOrd

badvOCates

unhappy CustOmers are lIkely tO tell mOre than 20 peOple abOut a bad experIenCe

(18)

trends In 360º

(19)

FOr a great OmnIChannel experIenCe...

01

Create COmplementary experIenCes 02

prOmOte COnsIstenCy aCrOss Channels 03

matCh OFFer wIth COntext 04

utIlIze eCOsystems 05

(20)

01 Create

COmplImentary

experIenCes

(21)

blend dIgItal wIth physICal respOnd tO mObIlIty synChrOnIze and InFOrm

(22)

01

Create COmplImentary experIenCes

fuelfor inline app

blendIng

dIgItal wIth

physICal

(23)

01

Create Complementary Experiences

fuelfor inline app

blendIng

dIgItal wIth

(24)

01

Create Complementary Experiences

stylr app

respOnd tO

mObIlIty

(25)

01

Create Complementary Experiences

fitbit

respOnd tO

mObIlIty

(26)

OppOrtunIty

_OPPORTUNITY

Pick the branch digitally

or

Get Q number # 92 12:30 - 12:40

# 92 12:30 12:40 Follow Q number # 92 12:30 12:40 Get served # 92 Brand experiences

(27)

01

Create Complementary Experiences

kindle

synCh & InFOrm

(reCent aCtIvIty)

(28)

01

Create Complementary Experiences

netflix

synCh & InFOrm

(reCent aCtIvIty)

(29)

OppOrtunIty

yOu have reCently enquIred abOut prOduCt x. wOuld yOu lIke tO hear mOre (abOut y tOO)?

(30)

01

Create Complementary Experiences

spotify

synCh & InFOrm

(reCent aCtIvIty)

(31)

01

Create Complementary Experiences

adobe nav

OrChestrate

elements

(32)

02 prOmOte

COnsIstenCy

aCrOss Channels

(33)

make COntent aCCessIble prOvIde COnsIstent struCtures

hOnOr devICe speCIFIC needs harmOnIze vIsual qualItIes

(34)

FaCt

31%

of all mobile surfers are ‘mobile-primary’ users

Source: Karen McGrane, “The Rise of the Mobile-Only User”, Harvard Business Review Blog, May 28, 2013. Brand experiences

(35)

02

prOmOte COnsIstenCy aCrOss Channels

twitter

prOvIde

COnsIstent

struCtures

(InFOrmatIOn

arChIteCture)

(36)

02

_{Provide Consistency Between Channels}

responsive design

prOvIde

COnsIstent

struCtures

(37)

02

Provide Consistency Between Channels

fitbit

hOnOr

devICe-speCIFIC

needs

(38)

02

Provide Consistency Between Channels

mashable

harmOnIze

vIsual

qualItIes

(39)

03 matCh OFFer

wIth COntext

(40)

matCh devICe wIth aCtIvItIes prOvIde COntextual OFFers

(41)

03

matCh OFFer wIth COntext

t Browse Recipes

t Add Recipes to Shopping List

t Shop with List t Scan Barcodes for Recipes

t Cook Away t Browse Recipes

Match Offer with Context

lola from bbva

prOvIde

COntextual

OFFers

(47)

03

matCh OFFer wIth COntext_{Match Offer with Context}

simple bank

prOvIde

COntextual

(48)

03

Match Offer with Context

commonwealth bank

prOvIde

COntextual

OFFers

(49)

04 utIlIze

eCOsystems

(50)

Integrate best servICes transaCtIOns vIa sOCIal

utIlIzIng sOCIal data eFFOrtless bank OFFers

(51)

04

utIlIze eCOsystems

Utilize Ecosystems

simple bank mobile app

Integrate

best-In-Class

(52)

04

utIlIze eCOsystems

_{Utilize Ecosystems}

dwolla

turkcell cÜzdan

eFFOrtless

bank OFFers

(57)

05 humanIze &

persOnalIze

(58)

humanIze the dIgItal One FaCe FOr all

remOte aCCess tO advICe engagIng InFOrmatIOn FOrmat

persOnalIzed advICe

(59)

FaCt

what IF

branches are replaced by all virtual branches

25%

7%

22%

would not be happy but would keep the same deposit

would not be happy and would reduce deposits

(60)

FaCt

Average number of visits per month

by a tech savvy customer

FACT

3

Source : Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco.

Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco

average

number of visits per month by a tech savvy customer

(61)

05

humanIze & persOnalIze

Humanize & Personalize

simple bank

humanIze

the dIgItal

(62)

05

humanIze & persOnalIze_{Humanize & Personalize}

sherpaa

One FaCe FOr all

InteraCtIOn

Channels

(63)

05

Humanize & Personalize

sherpaa

remOte aCCess

tO In-depth

(64)

05

Humanize & Personalize

netflix

persOnalIsed

advICe

(65)

05

ubank - people like u

persOnalIsed

advICe

(66)

hOw tO desIgn

360º

(67)

prOvIder

CustOmer

researCh On

useFul

usable

desIrable

eFFeCtIve

eFFICIent

dIstInCtIve

(68)

tO researCh FOr...

(69)

tO researCh FOr...

(70)

tO researCh FOr...

understandIng

evaluatIng

(71)

brand

dna

COmpetItIOn

alternative brand choices available in the marketplace

beneFIts

both functional and emotional. the reasons your target customers

should choose your brand

essenCe

distillation of your brand

positioning into one clear

defining thought

brand values

what your brand truly stands for and believes in. your brands point

of view

persOnalIty

how your brand expresses itself, behaves and talks

to your target customers

tOne OF vOICe

how your brand expresses itself, behaves and talks

to your target customers reasOns tO belIeve InsIght why your brand meets the needs of your target customer

lOOk & Feel

why your brand meets the needs of your target customer

target

the people you want to choose

your brand as defined by demographics, socio-economics,

(72)

brand advOCaCy marketIng engagements & events FOrmat strategy mOments

OF truth _prOCessespeOple

prOduCt strategy applICatIOn & dOCumentatIOn brand deFInItIOn vIsual expressIOn prOpOsItIOn develOpment _InnOvatIOn mIndset & behavIOurs leadershIp CustOmer FlOw merChandIsIng strategy mOments OF truth dIgItal & InterIOr desIgn awareness 6 peOple sales prOCess

envIrOnment _{& servICes}prOduCts

brand

experIenCes

5 4 ₃ 1 2 Brand experiences

(73)

360(degrees)

perspeCtIve On the

CustOmer

(74)

servICe sImulatIOns and CustOmer jOurney maps

(75)

01

(76)

01

generate sCenarIOs based On Frequent tasks 02

pICk representatIve antagOnIsts

(77)

01

pICk representatIve antagOnIsts 03

(78)

01

pICk representatIve antagOnIsts 03

run sCenarIOs 04

dOCument the jOurney

(79)

Branch

Online Banking Bank Website

Call Center Customer Care

(80)

CustOmer

jOurney

attraCt location

fascia & windows url purChase purchase process engagement goodbye message threshOld welcome opening times home page InteraCtIOn inspiration product information promotions OrIentatIOn customer flow navigation vistas brOwsIng search merchandising adJacencies & prompts advOCaCy recommendation brand loyalty membership awareness marketing

engagement & events word of mouth

(81)

CustOmer

jOurney

attraCt location

attraCt location

(89)

(90)

Channel experIenCe mappIng

kind of an emotional talk

(91)

(92)

(93)

(94)

Card sOrtIng - tree testIng usabIlIty testIng

eye traCkIng

(95)

pre-pOst evaluatIOns ImpaCt OF the desIgn InterventIOn

(96)

sOme

examples

(97)

(98)

brIdgestOne / brIsa OtOpratIk

customer surveys / contextual inquiry / behavioural mapping / service experience mapping

(99)

(100)

threshol d attrac t waiting interac tion browsing _depar ture orientation purchase

(101)

(102)

(103)

(104)

‘i-am’ associates

Maslak Branch zones layout

Brisa - Otopratik /

Behavioral Mapping

maslak branch zones layout

(105)

(106)

‘i-am’ associates

Brisa - Otopratik / Behavioral Mapping

(107)

dealer visits

emOtIOnal

analysIs

(108)

process work flows

30 wOrk FlOw

dIagrams

FOr 5 maIn

In-stOre

servICe

OFFerIngs

analysis

(109)

content analysis

ClusterIng and

prIOrItIzatIOn

OF IdentIFIed

prOblems

(110)

design insights

IdentIFyIng

OppOrtunItIes

OF an ImprOved

CustOmer

experIenCe

output

(111)

recommendations

... FOr layOut

& zOnIng,

prOduCt

dIsplays,

brand

(112)

communication items

(113)

(114)

(115)

(116)

we Create 360° brand experIenCes

that delIght CustOmers,

buIld brand advOCaCy and drIve

busIness perFOrmanCe.

we are I-am.

erdem demIr, phd erdem@i-amistanbul.com.tr

jOn blakeney jon@i-amonline.com

vIsIt us On www.i-amistanbul.com.tr @iamistanbul

thank yOu