Marco RyanEye for travel Berlin, Oct 2nd 2014

10 secrets to a seamless omni-channel customer Expereince

DIGITAL CUSTOMERS ARE DIFFERENT.

FACT.

SO BE PREPARED FOR CHANGE

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INVITE THE SCEPTICS

& KEY LEADERS

TO BE PART OF THE SOLUTION

WHETHER YOU REALISE IT OR NOT YOUR

BIGGEST BARRIERS

ARE INTERNAL

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3 YOUR BIGGEST ALLY IS

FIND NEW WAYS TO COLLABORATE AND MAKE

DECISIONS TOGETHER

THE CTO AND THE IT

ORGANISATION

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“Digital and IT have be in lock-step. What goes out the window is finger pointing, and hand holding

comes in. IT participates in every meeting to understand goals and objectives and to provide inventive but realistic

solutions, timelines, and costs.”

Bridget Dolan, VP Digital, Sephora

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4YOU HAVE TO START

SOMEWHERE

What uniquely defines the persona of our customers? What is different about their customer journey? What are the touchpoints they frequent, how do they use them, and with what devices? What are their expectations, what do they value, and how do they define success? How are they influenced, and by whom? How and whom do they in turn influence?

BEGIN WITH CUSTOMER JOURNEY MAPPING

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5THINK BEYOND A SINGLE

CAMPAIGN

THINK END-TO-END

CREATE CROSS-FUNCTIONAL TEAMS & ALWAYS INCLUDE UX

THE THOMAS COOK CUSTOMER JOURNEY LIFECYCLE

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6ITS NOT

MOBILE FIRST OR

SOCIAL FIRST

THINK DIGITAL FIRST

REDESIGN PROCESSES AND STRUCTURE TO BE

RELEVANT

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7OMNICHANNEL IS DIFFERENT

FROM MULTICHANNEL

MEASURE ACROSS

ALL CHANNELS

IMPLEMENT INTEGRATED ANALYTICS SOLUTIONS

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8THE NEW HOLY TRINITY

DIGITAL ASSET MANAGEMENT,

CRM & ANALYTICS

DOES YOUR IT ROADMAP AND INVESTMENTS REFLECT THIS?

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9IT’S NOT EASY

BE STRONG.

USE LATEST RESEARCH

TO GAIN LEADERSHIP

COMMITMENT

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10DON’T ASSUME

INVOLVE CUSTOMERS AT EVERY STAGE.

CREATE CUSTOMER SOUNDINGS BOARDS, DO

RESEARCH, INVOLVE OTHERS

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