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1999-2006 Scania, Engineering Marketing
2006-2007 New Era Interactive : Marketing Manager
2007-2014 7-Eleven, Head of eCommerce
2014-2015 DHL, eCommerce Director
2010… Thai Webmaster Association, Secretary
2008… Thai eCommerce Association, Executive Committee
2015… Ministry of ICT Committee of eCommerce Development of Thailand,
PARIN SONGPRACHA
PARINEST@GMAIL.COM
Corporate website Looking for trustComplicate request Looking for more detail
Other websites Service product comparison
Social media Ask for opinionShare to friends 2 Ways communication
Special points Can’t be controlled
Sales Person, PC Ask for personalized requestSpecific informationLooking for personal services
*Special point They also become brand representative
Mobile Apps Time/ place convenient services Benefits collection toolsPush information in real time
*Special pointApplicable to add mobile hardware feature to improve customer experiences i.e. camera, NFC
Physical Store Pick up locationReturn location
*Special pointsAttract new customersTrust booster
Call Center Call to order Seek for help in serious incidentSeek for help in complicate issue
Omni Channel Component Around Customer
2. Imaging Action Along Value Stream Apply for Loan (Example)
Search for information Compare Alternatives Apply for Loan
Ask their friendsSearch in social mediaAsk bank agent
Visit several bank websites Call to call centerExcel comparison
Wait for Approval
Fill in the form online Visit the bank Fill in mobile app.
Check in mobile appCall Wait for sms
Customer Action
Value Stream
3. Map the Value to the Contact Channels
Search for information Compare Alternatives Apply for Loan
Ask their friendsSearch in social mediaAsk bank agent
Visit several bank websites Call to call centerExcel comparison
Wait for Approval
Fill in the form online Visit the bank Fill in mobile app.
Check in mobile appCallWait for sms
Customer Action
Value Stream
Social Media
Bank Agent
Bank website
Call Center
Online form
Mobile App
Bank branch
Apply for Loan (Example)
Contact Channels
Website
Mobile App
Call Center
4. Assign Essential Roles for Each Channels
Search for information Compare Alternatives Apply for Loan
Ask their friendsSearch in social mediaAsk bank agent
Visit several bank websites Call to call centerExcel comparison
Wait for Approval
Fill in the form online Visit the bank Fill in mobile app.
Check in mobile appCheck in the website Wait for sms
Customer Action
Value Stream
Social Media
Bank Agent
Online form
Mobile App
Bank branch
Contact Channels
Apply for Loan (Example)
Bank Agent Explain the holistic view
Handle the specific questions
Call Center Push the tools for the customer to take care of themselves
Website As a Library of all services.
Center of customer self service
Mobile App Notification and reminder
Website
Mobile App
Call Center
Bank website
Call Center
5. Create the Automate Trigger for Seamless Experiences
Search for information Compare Alternatives Apply for Loan
Ask their friendsSearch in social mediaAsk bank agent
Visit several bank websites Call to call centerExcel comparison
Wait for Approval
Fill in the form online Visit the bank Fill in mobile app.
Check in mobile appCallWait for sms
Customer Action
Value Stream
Social Media
Bank Agent
Bank website
Call Center
Online form
Mobile App
Bank branch
Website
Mobile App
Call Center
Apply for Loan (Example)
Set Automate Trigger between channel
CRM system Push sms 1. Call Center No.2. Specific link direct to Loan information
Call Center Auto fill online formfor the customer
push to the mobile phone to press“Submit”
Website Automatically send sms for App download to customer mobile
Contact Channels
Summary 1-5
1 2 3 4 5
List the top (20%)
of value to customers
Imagine the customer
action along the value stream
Map Value
to Channels
Assign rolesfor each channel
Create the automate
trigger along the
customer action
Omni%%Channels%Excellence%
6 aspects to implement Omni Channel
in the existing company
(After finish fighting for the clear strategy)
Omni%%Channels%Excellence% Product%
Category%%Concept%
Central%CRM%
Coordinated%Communica:on%
Channel%Controlling%
Cross%Corporate%%Culture%
Integrated%SCM%
Goal Single Communication
Minimum Requirement 1. Clear answer for a basic
questions
3. Dedicate customer support for detail questions
Goal Single CRM Program in every channels
Minimum Requirement 1. Check point and burn point
3. Single customer database
Omni%%Channels%Excellence% Product%
Category%%Concept%
Central%CRM%
Coordinated%Communica:on%
Channel%Controlling%
Cross%Corporate%%Culture%
Integrated%SCM%
Goal Universal Product Categories
Minimum Requirement Product Category must be expandable/ compressible across the different channel without re-‐structure
Omni%%Channels%Excellence% Product%
Category%%Concept%
Central%CRM%
Coordinated%Communica:on%
Channel%Controlling%
Cross%Corporate%%Culture%
Integrated%SCM%
Goal Single view of inventory,Frictionless product flow.
Minimum Requirement Stock transfer between branches
Pick up, return in the store
Omni%%Channels%Excellence% Product%
Category%%Concept%
Central%CRM%
Coordinated%Communica:on%
Channel%Controlling%
Cross%Corporate%%Culture%
Integrated%SCM%
Omni%%Channels%Excellence% Product%
Category%%Concept%
Central%CRM%
Coordinated%Communica:on%
Channel%Controlling%
Cross%Corporate%%Culture%
Integrated%SCM%
Omni%%Channels%Excellence% Product%
Category%%Concept%
Central%CRM%
Coordinated%Communica:on%
Channel%Controlling%
Cross%Corporate%%Culture%
Integrated%SCM%
Omni%%Channels%Excellence% Product%
Category%%Concept%
Central%CRM%
Coordinated%Communica:on%
Channel%Controlling%
Cross%Corporate%%Culture%
Integrated%SCM%
Most%Difficult%
Execu&ve(
Web(Master(
Web(1(
Web(2(
Web(3(
Online(Marke&ng(
Online(1(
Online(2(
Online(3(
Product(Manager(
Product(1(
Product(2(
Product(3(
Customer(Service(
CS(1(
CS(2(
CS(3(
Execu&ve(
Web(Master(
Web(1(
Web(2(
Web(3(
Online(Marke&ng(
Online(1(
Online(2(
Online(3(
Product(Manager(
Product(1(
Product(2(
Product(3(
Customer(Service(
CS(1(
CS(2(
CS(3(
Grocery(Online(Marke&ng(
Grocery(Customer(Service(
Grocery(Product(Manager(
Grocery(Web(Master(
Cell(Work(Group((((((((
Fashion(Online(Marke&ng(
Fashion(Customer(Service(
Fashion(Product(Manager(
Fashion((Web(Master(
Cell(Work(Group((((((((
Beauty(Online(Marke&ng(
Beauty(Customer(Service(
Beauty(Product(Manager(
Beauty(Web(Master(
Cell(Work(Group((((((((
Omni%%Channels%Excellence% Product%
Category%%Concept%
Central%CRM%
Coordinated%Communica:on%
Channel%Controlling%
Cross%Corporate%%Culture%
Integrated%SCM%
Most%Difficult%
Summary 6 Omni Channel Excellences
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