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Omni-Channel
Customer Touch Points
CIO Summit United States
Steve Daniels SVP
Think Tank Description for CIO Summit
The majority of people can give a similar definition of Omni-Channel. The major channels also roll off most people’s mind with ease.
However, when we shift the dialog to a level deeper, we arrive at something called,
Customer Communication Touch Points and you almost assured to get the deer in head lights look.
The main culprit is that that Omni-Channel is always thought of from a transaction (sales or service) perspective. Yet, these Touch Points are the fabric that allows Omni-Channel to bring your brand to life and ensure the desired customer experience and communications occurs.
Key Takeaways:
Be able to identify Customer Communication Touch Points Understand the benefits of integrating them
Obtain a shared vision that is ensures both Brand and Customer Experience are executed to perfection
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Omni-Channel Strategy Customer Journey Management
Cost & Compliance Management Enable Next Best Action(s)
(e.g., customer can accept an offer online and banker can
help complete it in Branch) and view of customer interactions across all
channels
Optimize
sales/service/marketing communications following different events in customer
journey, and coordinate customer interactions across digital and telephony channels
Manage communications compliance (e.g., TCPA) and preferences, optimize cost by eliminating redundant communications tools and by minimizing data movement
needs, reduce vendor dependency and streamline cost in paper channel
Market Trends*
20% 7% 65% 8% 30% 28% 22% 20% 2014 2018 50% 300% 64% 150%Web Self Service Social (Communities Monitoring etc.)
Phone/IVR Digital Channels (Chat etc.)
Big Channel Shifts
• Culturally and organizationally, financial services businesses are embracing the digital mindset : it takes more than a snazzy website or sleek app to be a digital leader
• Digital maturity is a clear success factor: next gen digital solution includes web self-service and online/mobile engagement touch-points (video/text chat/cobrowse etc)
• These touch-points are being used to improve customer service, reduce cost and deliver offers as appropriate • Effective integration of these touch-points is critical to support cross-channel customer journey
• Companies need to overcome key challenges like disparate data sources, scarce internal support resources, and legacy technology systems
Market Trends
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[OPTIMIZE] “Ask me about my overall financial health, look at patterns in my accounts and suggest financial solutions and offer me long
term solutions to my financial needs” [USE] “Whenever anything big in life has happened,
[USAA] can be counted on to move me (and now my husband!) through it seamlessly and with as little
stress as possible” [ONBOARDING] “After a month I would want and
expect them to contact
me to see if there was anything they could do for me and ask how it's all working so far”
[RESEARCH] “I feel way out of control. I have never had anyone teach me anything about finances….!
would prefer some information in a soft way at first”
Expectations are changing on how they want financial partners to
support them
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Communications Hub
Customer Facing
IVR & Dialer Online Banking
Email SMS + Push
Chat/KM Video Conferencing
Social Media
Marketing Direct Mail + Servicing Mail
Universal Banker App
MS Dynamics UI
ATM Mobile
Branch Banker Facing
Customer Facing Channels
Branch Phone
Call Center Banker Facing
Call Center Phone Universal Banker App
Marketing Platform Campaigns Offers Alerts Leads List Accounts Interaction History Transaction History
Preferences Action, Predictive Analytics, Content Campaign Management, Next Best
Testing & Optimization Customer
Journey Builder Communications Management
Customer Relationship Platforms Enterprise Customer Data Adobe Marketing Cloud
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Next Best Action
CRM & Communications Strategy
Email/Chat/Video-conferencing/ Social Media
Interactions* Customer 360 View* Customer Service Lead Management Omni-Channel and Customer Experience Strategy
* Detail strategy development in progress
CRM Tools Strategy Refresh
Customer Communications Strategy Framework Advanced Telephony Interactions* CRM Governance Campaign/Offer Strategy Enhancements
Banker Tools and Customer Touch Points
Over
Arching Strategy
Conceptual View of Solution
Communications Hub Customer Relationship Platforms
SFDC Chat Co-Browse Calendar Video Conferencing Salesforce CRM Functionalities Knowledge Management UBA Chat Co-Browse Calendar Video Conferencing Customer Service Knowledge Management Marketing Platform Text/Video Chat Virtual Agent Call-Back/Video Conference Scheduling Knowledge Management Email SMS Push Enterprise Data Profile Leads Campaigns Offers Alerts Accounts Preferences Interaction Transaction Inbound /Outbound Telephony Customer Facing Systems Social USB Mobile & App
USB.com Branch Tablets Click to Call (Web RTC) Co-Browse Operational Database USD Chat Co-Browse Calendar Video Conferencing Dynamics CRM Functionalities Knowledge
Management Account Enquiries
Account Enquiries
Account Enquiries
Customer Journey Builder Communications Management Campaign Management, Next Best Action, Predictive Analytics, Content
Testing & Optimization
Analytics Datastore
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Customer touch-point coverage by strategic vendors
Best of Breed or Integrated Suite
Vendor Inbound Telephony
Dialer SMS Push Chat Co-browse
Email Video Social Virtual Agent
KM ATM
Avaya EIP EIP EIP EIP
Cisco (eGain) EIP EIP EIP EIP
Oracle SFDC/ ExactTarget Five 9 Moxie -LivePerson YesMail LN Ironport Adobe Synaverse Constant Contact Google (Push) Apple (Push) Parature (MSFT)
Low Medium High
