CX Network: Insights from Clarks and Thompson Reuters on prioritizing omnichannel strategies
In recent years research has shown that omni-channel strategies have provided proven to produce 23x higher rates of customer satisfaction – yet companies are still lacking effective execution of their cross-channel strategies.
CX Network spoke to Danny Hearn, Head of User Experience – Europe, Clarks and Alberto Viotto, Senior Director, Digital Marketing and Ecommerce, Thomson Reuters to compare their insights on the key challenges of unifying customer touchpoints, overcoming internal cultural and process challenges and the key priorities for omnichannel strategies.
Omnichannel strategy is all about truly understanding what your customer wants to hear and then convincing everyone in your organisation who owns a channel to help you deliver those messages. Ease is still one of the biggest drivers for consumers when it comes to their customer experience with and subsequent loyalty to a brand. Ensuring that a brand has consistent, reliable and unified information across all channels makes the customer experience as easy as possible.
Danny Hearn, Head of User Experience – Europe, Clarks believes that it is important to unify multiple business departments that can impact all the customer touchpoints around a new and different way to create customer value. Only once the business is bought into the notion of creating ‘customer-led’ propositions via cross functional teams and learn methodology can you design a unified journey across multiple touchpoints.
However, despite what most people perceive, the major problem in building a true multichannel journey is not about the strategy. In Alberto Viotto’s experience, no matter how many well-defined strategies based on mapping customer touch points on phases of the customer journey, what really makes the difference is the ability to operationalize those strategies to make them effective.
With so many pressing questions surrounding the omnichannel strategy, companies are still attempting to focus on every customer interaction and their overall experience of their product and brand. Therefore, there is always the question of where do where do we go next, and what is the key priority for your omnichannel strategy?
Danny Hearn believes creating a culture of shared insights across channels to drive a cross functional team capability, which has a repeatable formula of testing and learning. Alberto Viotto, on the other hand, needs to ensure the strategy can scale up to touch every aspect of the business, every geography and customer segment, ultimately to fuel growth for the future.
At the Omnichannel Exec Forum, these challenges and more will be discussed through shared knowledge and collaboration to move away from “how to” sessions and focus on the bigger picture, covering those issues most pressing to your organization. This is the forum for the leader and the budget holder to know your customer and competition to drive a dynamic, customer centric and disruptive business.
Danny Hearn, Head of User Experience – Europe, Clarks and Alberto Viotto, Senior Director, Digital Marketing and Ecommerce, Thomson Reuters will be taking part in the upcoming Omnichannel Exec Forum , taking place 20th-21st March 2019, Lisbon. Read the full article here
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