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Omni-channel agility - Maximizing customer service and profitability_Envista_Modell's

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Omni-channel agility - Maximizing customer service and profitability_Envista_Modell's

  1. 1. Omni-Channel Agility – Maximizing Customer Service & Profitability Jim Barnes CEO Tami Mohney EVP, Marketing, eCommerce and Human Resources
  2. 2. Golden Rule – do unto your customers as you want to be treated when you’re the customer…. Customer Service ….. But is it really that simple?
  3. 3. Customer Service is Imperative “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.” Warren Buffett
  4. 4. Consumers are not Tolerant of consumers have stopped buying from a company because of poor customer service Many (perhaps most) companies focus more on customer acquisition than retention, even though it’s around 7x more expensive 71% 7 times
  5. 5. The Essence of Anytime / Anywhere Retailing Where Demand is Generated and Where it is Fulfilled Are Now Physically Disconnected!
  6. 6. Customer Experience Drives Revenue A good customer experience means your customers spend more, with: of consumers are willing to pay more for a great customer experience of consumers point to customer experience as an important factor in purchasing decisions of consumers find a positive experience with a brand to be more influential than great advertising Source: ROI of Customer Experience, 2018, Qualtrics XM Institute 86% 73% 65%
  7. 7. Shopping Journeys Vary Catalogrooming 45% of Consumers Showrooming 56% of Consumers Webrooming 82% of Consumers Research Buy Source: BRP 2019 Consumer Survey
  8. 8. Customer Journey
  9. 9. Awareness • Target marketing and consistent brand messages across all mediums and touch points builds brand awareness • Influencers can make or break a brand • Brands need to create a ”value” in customers minds
  10. 10. Research Activities consumers perform online before visiting a store: • 62% Compare prices • 53% Build a shopping list • 52% Look for offers/coupons • 44% Check consumer reviews/ratings • 40% Look up product information Source: BRP 2019 Consumer Survey
  11. 11. Shop Percent of consumers that would choose to shop at a store that offers the following service over one that doesn’t: • 68% - Personalized rewards based on customer loyalty • 68% - Personalized promotions and discounts • 50% - Product recommendations based on my previous purchases • 45% - Product recommendations based on my profile preferences Source: BRP 2019 Consumer Survey
  12. 12. Buy Percent of consumers that would choose to shop at a store that offers the following service over one that doesn’t: • 44% - Ability to pay via wallet or credit card on retailer’s mobile app • 55% - Self-checkout • 68% - Ability of store associates to order out of stock products Source: BRP 2019 Consumer Survey
  13. 13. Fulfill Percent of consumers that would choose to shop at a store that offers the following service over one that doesn’t: • 85% - Free delivery • 68% - Buy anywhere, ship anywhere • 68% - Buy online, pick up in store • 66% - Same day delivery Source: BRP 2019 Consumer Survey
  14. 14. Service • Multi Faceted • Online • Phone • BOTS • Auto Agents • Fast access to all information • Customer focused and driven • Customers can answer their own questions • Sales and service associates can access all order info
  15. 15. Unified Commerce Single Channel Legacy 2,000 Years Multi-Channel Reality Last 30 Years Omni-Channel Aspiration Last 15 Years Unified Commerce Nirvana Present Commerce is Rapidly Changing….
  16. 16. Unifying Physical and Digital
  17. 17. A 360-Degree View of the Customer is Essential
  18. 18. Levers to Satisfy Customer Demands Personalization Customer Service Unified CommerceInventory
  19. 19. Post-Transaction Customer-Centric Activity • Returns/Appeasement/Issue Resolution • Should be as seamless as the purchase process • Carrying Brand Throughout Process • Opportunities to personalize aren’t limited to in store and online, the fulfillment center also holds opportunity to deliver seamless customer experiences. • Marketing/CRM • Continuing communication with the customer • Survey, offer, works well with, in-store event notifications
  20. 20. Key Takeaways • Shoppers don’t see channels; they have experiences • Customers want to buy wherever and whenever, however they want to have a consistent experience • Retailers need to know when the customer wants choice or expects the retailer to do the work • You can’t be customer-centric if you don’t know your customer!
  21. 21. Physical and Digital Success is Based Upon Building Experiences for Life Speed of Customer Speed of Business Speed of Operations+ Satisfied Customers=+
  22. 22. Questions? Jim Barnes CEO jbarnes@envistacorp.com Tami Mohney EVP, Marketing, eCommerce and Human Resources

Notes de l'éditeur

  • Personalization – Want a level of services based on their previous experience with the brand – if they want personalized experience they expect clienteling and personalize recommendations
    Customer Service – Unified experience from research to post-purchase
    Inventory – Right product at the right place at the right price at the right time
    Unified Commerce – Ability to engage when, where and how they want. Consistent experience everywhere (unified commerce = customer centricity)

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