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Can Omni-‐channel be truly seamless? Marco Ryan Chief Digital Officer Thomas Cook Group PLC
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@marcoryan h@p://uk.linkedin.com/in/marcoryan
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Marco Ryan Chief Digital Officer
Thomas Cook Group PLC
Do channels differ too much to create consistent experiences?!
Our Agenda!
Where is Omni-channel hardest to achieve and why!
Making journeys smoother through service design!
It’s all about the customer …!
… and how the channels aid them to get a great experience !
No channel is used in isolation !
The clue is in the name … “OMNI-channel” !
OUR PHILOSOPHY FOR OMNICHANNEL !!There is a different use by channel, and the channel may vary depending on the customer persona , the stage in the customer lifecyle, The touchpoint, the physical location of the customer, the mindset of the customer, the timeliness of the customer and many other factors!!BUT the experience of Thomas Cook ‘the brand’ should be consistent and familiar across channel!
Do channels differ too much to create consistent experiences?!
Our Agenda!
Where is Omni-channel hardest to achieve and why!
Making journeys smoother through service design!
Most of the challenges are internal!
S Curves and Digital Maturity!
Analog TradiGonal channel Silo‘d
DigiGsing MulG-‐channel monologue
Digital Omni-‐channel dialogue
At Thomas Cook its all about the customer journey !
Customer OneWeb
One IT
OneCRM OneProduct
Which is increasingly Cross device !
Retail Store
Desktop
Tablet
Phone
Pre Travel Inspire Search Shortlist Book
Customer 3
Customer 2
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InteracGon with Thomas Cook across devices is increasingly complex, all touch points must co-‐operate to support the overall customer journey . Consistency key for experience and trust
In resort Post stay
Smart TV
ExponenGally more complex journeys with mulGple touch points
Customer 4
Customer 1
Do channels differ too much to create consistent experiences?!
Our Agenda!
Where is Omni-channel hardest to achieve and why!
Making journeys smoother through service design!
Service Design Process & Tools!
VISION! PERSONAS ! LOCATION PLANNING !
JOURNEY MAP!
BLUEPRINT!
Values, Philosophy and goals to provide direction and decision-making
Representative users based on reach into motivations and behaviours
Determining what services are offered where, when and by whom
Mapping service use over time, identifying the touhcpoints in the user experience
Guidance on delivery of a service across different channels for staff and systems
Making journeys smoother through service design!
LEAN/Six-‐SIGMA SERVICE DESIGN
Process driven Experience driven
Focused on reducing variaGon Gaining insights from the outliers
Problem Focused Possibility focused
EliminaGng waste SomeGmes it’s the generous gesture that wins and keeps the customer
InGmidaGng, ConfrontaGonal , Language (Black belt)
Focus on the posiGve – asset based, what works
Management driven. Thins done TO people Co-‐design approach. Things done WITH people
DeducGve ontology AbducGve ontology
Focused on learning from past, proven methods Focused on prototyping new possibiliGes
AnalyGcal thinking HolisGc approach
ReducGonist approach Bo@om Up
Thank you and keep in touch!
@marcoryan h@p://uk.linkedin.com/in/marcoryan
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Marco Ryan Chief Digital Officer
Thomas Cook Group PLC
