Here is a presentation I gave at Customer Experience Sydney last week on identifying best practice customer experience across channels. More notes and explanation to come this week.
Identifying Multi Channel Customer Experience Best Practice
View more presentations from The Bank Channel.
Credit to David McQuillen, the most awesome of CX gurus, for the use of some of these images.
Here is the guts of the presentation
7 Current Challenges in Multi-Channel Management
- Competitors are always moving forward
- Channels are changing, growing, moving
- Managing these channels takes increasingly specialised – and rare – talent
- Now that many products and services are being commoditised, innovation is critical
- Technology presents opportunities and threats
- You’re people are the variable, and the key
- Is best practice really achievable anyway??
7 Ways To Achieve Best Practice
- Maintain the brand through every interaction
- Live the end-to-end customerjourney
- Leverage integrated or single platform technology
- Get your channel balance and mix right
- Understand the importance of design
- Do it better, or differently, or preferably both
- Be selective in what you want to be famous for
Whilst I was not there, the gist of the presentation highlights one of the topics I like to address with clients: measuring the gap between brand promise and actual delivery of goods and services as perceived by customers. So many companies fail at the basics that the millions of dollars spent on luxurious points of differentiation go to waste. Sorting out the basics and continuing to deliver for customers is critical before you can achieve an ROI on non-core services that help create brand loyalty.