The document summarizes key topics from a strategic marketing and branding forum on omnichannel marketing held on April 14-15, 2016 in Amsterdam. It discusses the expectations of consumers for quick, seamless experiences across channels and moments, and the importance of understanding customer pain points across channels. It also summarizes challenges and opportunities in integrating physical and digital experiences, fulfilling orders across channels, managing customer journeys, and the impact on areas like customer service, supply chain management, and the buyer experience.

1. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
10th Strategic Marketing
and Branding Forum
Amsterdam, April 14th &15th 2016
OMNICHANNEL MARKETING
How to achieve a truly integrated
multichannel strategy
LUISELLA GIANI | @luisella

2. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Ehi Erika! I’d love to go
to see the Simbolism
exhibi7on this weekend…
Sure! Let’s go together…
what about Sunday?
It works for me!
Ok! Let’s meet at 2pm at
Palazzo Ducale

3. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
My expectation is that I can get products, content, services I want QUICKLY,
SMOOTHLY and SIMPLY in one-tap, in my immediate CONTEXT and the
MOMENT of need.
…Sunday
DO YOU WANT TO
JUMP THE QUEUE?

4. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
#YOU #REALLY
#DON’T
#UNDERSTAND
#WHAT
#I DO NEED?
Do you know the PAIN POINTS of CROSSCHANNELS customers’
experience? Do you think about his experience as mobile VERSUS online
VERSUS point of sale ?

5. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
HOW
WHAT
WHEN
in the CHANNEL
with true CONTINUITY of experience.
I
WANT
What is Omnichannel?
As a consumer I expect to buy

6. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Purchasing decisions are influenced by multiple screens. Omnichannel shop is
part of the customer expectations. 2/3 of customers have made a purchase in
the last 6 months that involved multiple channels (2015)
Source: Ofcom's 2014 (UK)

7. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
STORYTELLING doesn’t mean telling stories.
Content shared must be true and autenthic
TRUST
SHARE
PEER
REVIEW
COM
PARE
PURCHASE
DECIDE
EVANGELIZE
RESEARCH
SHARE
DISCOVER
SEARCH
RESEARCH
TRUST
AWARENESS
CONSIDERATION
PURCHASE
BUYER
INFLUENCER
Digital
Peers
Email
Events
Social Media
Web/Mobile
Company web/
mobile sites
Sales
PREFERENCE
LOYALTY
ACTION
AWARENESS
CONSIDERATION
INBOUND
Want to know
Want to buy
Want to do
Want to go
Decentralised, mobile centric,
micro-moments driven Customer Experience

8. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
24/7 access
more connectedness and
SOCIAL MEDIA customer service
PRICE transparency
enhanced purchasing and
PERSONALIZED experience
B2C customer experience has influenced
B2B customers’ expectations
B2B customers now typically expect
$559
billion
*2013 sales USA, Forrester Research
B2B ecommerce
has more than
doubled B2C*

9. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
eCommerce market growth
DEVELOPING REGIONS
(APAC,LatAm, Eastern
Europe): financial and
logistic infrastructure
17% CAGR online retail
Vs 3% brick and mortar
DEVELOPED REGIONS:
integrate store and online
for Omnichannel
Global online sales expected
to double every 5 years
2021: $3.5 trillion
2015: $7 trillion

10. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
What’s the impact of
Omnichannel?

11. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Customers eXperience is today’s
business benchmark.
Is it the end of branding and marketing? No.
A strong brand strategy must guide the CX.
The Brand is the reason to choose, the company
identity, its uniqueness. Marketing is the voice of
the brand both in and outside of the organization.
CX role is to implement the brand promise.
TRANSPARENCY
IMMEDIACY
CONTEXT
ON DEMAND

12. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
0%
2%
4%
6%
8%
10%
12%
14%
16%
Avg Brick&Mortar Avg. .com
Colonna2
Colonna2
CUSTOMER SERVICE
Impact on profit
BUYER JOURNEY
Contact with the brand starts
early in the process. The
company can control the
journey through the sales reps.
Marketing
Sales
Marketing
Sales
Post-
purchase
experience
Prospects contact the brand
when 80% of the buyer journey is
completed. Marketing owns a
much bigger piece of the lead to
revenue.
BRICK AND MORTAR:
missed cross dock
scheduling or delay in LTL
replenishment= increased
likehood of shelf. OUT OF
STOCK
OMNICHANNEL: delayed
online order fullfillment
from warehouse fullfillment
= 100% UNHAPPY
CUSTOMER
VS.
IN-SHOP EXPERIENCE
Omichannel impact
Digital interactions influence
36 cents of every dollar
spent in a brick & mortar
store
22% spend more at the
store if digitally influenced.
55% of online shoppers
would prefer to buy from a
merchant with a physical
store presence over an
online-only retailer.
Source RetailNext

13. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
0%
2%
4%
6%
8%
10%
12%
14%
16%
Avg Brick&Mortar Avg. .com
Colonna2
Colonna2
Impact on profit
Omichannel impact
CUSTOMER SERVICE
traditional + online
(as well on social media)
Customer service as source
for content marketing
TOOL:
Social Media listening
CRM (claims, complains)
SUPPLY CHAIN
Fullfillment must be aligned
with the customer promise.
Start with target
segmentation and delivery
time expected.
HOW: flexible fulfillment
network
ROPO EFFECT
Research online purchase
offline. Personalisation of
the offer as key differentiator
renewed role of the store
TOOL:
Data from CRM;
ecommerce, websites
CUSTOMER SERVICE
IN-SHOP EXPERIENCE
BUYER JOURNEY

14. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Key Users /
Functional
Users
Global Service
desk
- Open Bridge
- Outage
Notification
Provides
Ticket#
L2 Support
team
- Initial
Triaging
- Assess
Impact
Regional Core
team & Global
Lead
- Impact assessment
- Prioritization
- Global
Communications
- Release schedule
End Users/
Customers
Raise
Ticket
Assigns
Ticket
to L2
support
team
Identify
Issues
Ticket
resolved
Escalation
Resolution
Approved&
Validated
-Outage
Communications
-Request to open
resolution bridge
Call center/
sales rep.
LOCAL LEVEL
Traditional Customer service & CRM
POSITIVE:
all claims on CRM
Granularity
Sales-CSR-product
teams involved
CHALLENGE:
Tradional channels only
Several steps to solve
the issue
Frequent escala7on

15. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Customer service & chat apps
+40% questions
overnight
+250% YoY
5 avg. questions
minute
Peak days:
13 questions/
minute
1 questions every
5 seconds
Launched July 2015.

16. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Content Marketing as Customer Service

17. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
It’s not physical OR Digital it’s physical with Digital
Store, digital and multichannel shopping preferences

18. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Fulfillment methods used by leading retailers
In-shop experience evolution

19. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Fulfillment must start with a clear segmentation based
on your strategic bet on future customer(s) promise

20. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Omichannel VS. traditional supply chain
NETWORK
FOOTPRINT
Store location key
Less demand volatility
CHALLENGES
BRICK&MORTAR
OMNICHANNEL
INVENTORY
MANAGEMENT
WAREHOUSE
OPERATIONS
FRONT&BACK
END SYSTEMS
Visibility at pallet level
Fewer, Higher velocity SKU
High volume cases
Replenish stores
Limited need for real
time integration analytics
Store+warehouse key
More demand volatility
Visibility at baske level
More, thin SKU
Low volume eaches units
Building consulmer
baskets
Real time big data
analytics and integration
critical
Source A.T. Kearney

21. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
MARKETING, CSR, IT AND SALES WORK TOGETHER.
CRM integrated with Marketing automation tools, ERP,
brand websites, eCommerce and their analytics.
“To be competitive in the Digital
Darwinism era is a must to change the
HOW TO “
37% 43% 72%
THINK IS NOT
USEFUL
USE HALF
FEATURES
DIFFICULT
TO USE
15%
INCREASE OF SALES
REP PRODUCTIVITY
WITH CRM MOBILE
APPS
20-40%
INCREASE OF
CUSTOMER
SPENDING IN THEIR
NEXT INTERACTION
CRM BENEFITS SALES REP. ON CRM

22. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
Why should I spend my time
on data input?
When I do know my customer since years?

23. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
1. Need insights to plan
for splitting time
between prospects and
existing customers
effectively
2. Prospects are normally
happy with suppliers
and identifying the right
prospects ready for
change is a challenge
3. Marketing does not
provide qualified leads.
Need to make
newsletters more
effective.
4. Need to make
interactions with
systems easy and
simple. Have too
many databases and
tools to work with.
5. Prospect lists are not
loaded in SFDC today
6. Call reports require too much
information and are not actionable.
Sharing via email does not send
attachments and only 1 customer
contact can be picked.
7. Need more support from technical reps
8. Offer/Quotation process not simple and
finding an offer after sometime is time
consuming
9. Alerts to remind sales reps about an open
offer/quotation or if customer has not
ordered in a few months
10. Route planning for customer and prospect
meetings is very manual
11. Need an easy way to access product
collateral, presentations and case
studies to prep for customer meetings
12. Easier way to access TDS and other
product technical information
13. Pricing model is too complex and price
list updates sent via email
IDENTIFY PROSPECTS,
MEETINGS NEW
CUSTOMERS
EXISTING CUSTOMER
MEETINGS, OFFERS AND
REVENUE GROWTH
NEW OPPORTUNITY
IDENTIFICATION
14. Opportunities
are not
consistently
entered for
all
opportunities
greater than
5000 Euros.
Reasons for
win or loss
not captured
consistently
and shared.
15. New product
requests are
not
supported
well by the
organization
ACCOUNT AND
TERRITORY
PLANNING
16. To help with territory
planning need a
dashboard to see
complete 360 degree view
of customer, sales
volume, last order, last
open invoice, past dues,
sales history this year vs.
last year by product
17. Ability to easily identify
whitespaces – product
recommendations based on
sales at other similar
customers; Cross-sell/up-
sell recommendations
18. Weekly sales reviews
require reports using
spreadsheets
19. Need better customer data
on competitors and
products purchased for
proactive account
planning
CRM&Sales Rep: Key Pain Points

24. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
20. Spending a lot of
time following up
on complaints
21. Handling language
issues with French
center
22. Need to follow up
via email and
phone with a lot of
internal
departments
23. Not easy to search
for best practices
based on how
other sales people
have handled
certain situations
for a customer
37. Simplify forms and
reduce fields
ACCOUNT
RELATIONSHIP
MANAGEMENT
24. Creating new
customers in SAP is
a long process and
need to reduce the
cycle time
38. Account data
synchronization
between SAP and
SFDC. Customer
hierarchy is
different between
the systems.
Changes are
complicated and
manual
39. Salesforce.com and
Talend integration
for customer master
synchronization.
Talend not acessible
via mobile/tablet
devices
NEW CUSTOMER
ONBOARDING
25. Complex process to create an
offer – check product code in
SAP, Pricing in spreadsheet
and then create offer in SFDC
26. Offers are sent from SFDC via
email and are difficult to find,
also attachments are not
saved
27. To override a price, they have an
approval process in SFDC. But
even if the price is approved, the
sales office has to reconcile an
exception spreadsheet they get
from HQ on a monthly basis that
takes time.
28. Pricing approval process takes
too long. There are too many
requests and approval
processes.
29. Need ability to easily attach an
email to an account or case to
reduce data entry
INQUIRIES,
OFFERS, PRICING
& ORDER ENTRY
30. Response to customers
delayed due to limited
availability of product
management
31. Communication to product
management is only via email
and not linked to customer
record
32. Repository of TDS does not
exist for sales reps and sales
office to quickly find them.
Finding documents in SFDC
is not easy.
33. Knowledge base of technical
support FAQ to reduce
dependence on product
management
34. Sending an alert/reminder on a
complaint after a specified
number of days of creation will
help ensure follow up
CUSTOMER CASE,
TECHNICAL SUPPORT AND
COMPLAINT HANDLING
CRM&Sales Rep: Key Pain Points

25. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
9
3
1
4
12
10
15
16
6
5
11
8
BusinessValue
Ease of Execution
CRM Solutions Value Map
“Must
Haves”
“Low
Hanging
Fruit”
“Lower Value
and Harder to
Implement”
“Quick
Hits”
1. Mobile Application
2. Account and Territory Planning
3. Route Planning
4. Content Management and
Sales Enablement
5. Simplify Call Report process
6. Opportunity to Quote/Offer
solution
7. Collaboration through Chatter
8. Case with SLAs
9. Integration with MS Outlook
10. Sales reviews with
Dashboards
11. Customer Story Tool
12. Lead Mgmt and Scoring
13. Customer on-boarding
14. Simplify Pricing model
15. Simplify Credit and Debit
notes
16. Simplify Lab work requests

26. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
luisella.giani@gmail.com!@luisella linkedin.com/in/luisellagiani
Luisella Giani!