5. Simple Math Benefits - Costs ROI * 100 Costs = 1 # DC Total
Mention Audience* 5% =Source: 1Forrester Research The ROI of
Customer Service Communities, Dr. Natalie Petouhoff, 2010 8
6. So, how do customers feel about multi-channel?9
7. The Theme of the Day? One WordMOBILE!
8. By The NumbersSource: Nielsen Mobile Data Q3 2011
10. Touchpoint Taxonomy Context Platform HomeProduct Channel
Web Work WebPackaging iOS Walking Social Media Android Driving
EmailPrint Catalog Mac OS X Shopping Messaging MS Windows PlaneCall
Center Telephone Party PrintWebsite Personal Media SocialBlog Book
Location Newspaper TimeFacebook Magazine Task Device Scale
VideoTwitter Desktop Audio CovertYouTube Laptop Mobile Poster
Mobile Billboard PersonalEmail Tablet Environmental
TelevisionDirect Mail Architectural Kiosk UrbanRadioTelevision
13
11. Managing all channels takes increasingly specialized
talent.14
12. Multi-Channel Cross-Channel SERVICE SERVICEAdapted from
Cross-Platform Service User Experience:
portal.acm.org/citation.cfm?id=1851637 15
13. Changing Consumer Behavior Requires a New Approach Customer
Customer @ email print @ email print store call center store social
mobile call center Communications web mobile social web
Communications Account CoordinationAccount TeamHundreds of Net New
Processes One Process One System
14. Rapid commoditization anddisintermediation is driving
critical requirements for innovation.17
15. Technology represents both opportunities and
threats.18
16. Cross Channel/Cross Device Smart Phone Website Landing page
Medication & testing reminders App Enrollment Diet guide Health
tips Opt-in Meal planner Medication & testing Health tips
reminders Diet guide Meal planner API SMS API Health tips API
Customer Medication & testingExternal DB reminders Data API API
iPhone App Cross Channel Health tips Customer Experience Medication
& testing reminders Data CRM Tech support Diet guide Help desk
Meal planner Live coaching Actionable Analytics19
17. With the rapid pace of change, is best practice even
possible?20
18. Mobile, gaming and augmented reality blend offline and
online engagement.21
19. Why Care About Gamification?
20. Engagement Builds Loyalty
21. 3 Layers of Motivation Personal Friendly Group Motivators
Motivators Motivators Recognition Reputation Reputation
Accomplishment Comparison Comparison Accumulation Competition
Competition Discovery Discovery Discovery Rewards Rewards Rewards
You submitted more You came back 7 You shared the most recipes than
your days in a row! recipes this month! friends!Source: Badgeville
report Turn Your Visitors Into Loyal Fans 2012
22. 7 Keys to Cross-Channel Success1. Maintain the brand
throughout ANY execution2. Listen to your customers first, your
boss next3. Leverage integrated or single technology platform4.
Balance mix great in 1 channel, good in many5. Understand the
importance of design6. Do it better, or differently, preferably
both7. Be selective in what you want to be FAMOUS for25
23. The Next 5 in 51. Context services2. Real-time customer
intelligence3. TV as customer engagement channel4. Virtual
meetings5. Gamification as a business strategy