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Tips to create an omni-channel strategy

Nurdianah Md Nur | June 2, 2015
Providing data access to all aspects of the business is a key first step in enabling an omni-channel experience, said Kevin Wo of Avanade.

Be it banks or retailers, omni-channel seems to be the next goal for most organisations. Kevin Wo, ‎SVP & GM ASEAN, Avanade, tells us why this is so and the requirements to enable such an omni-channel strategy.

What's important to digital customers today, making an omni-channel strategy so important?
Today's digital customer is hyper-connected, inundated with choices and very much in control of the relationship with the business. This dynamic puts enormous pressure on organisations to transform the customer experience into a memorable, socially-enabled, personal customer experience that is omni-channel and connected.

But how do organisations get there? To be successful, companies need to harness new innovative approaches to attract and retain customers through highly relevant and personalised experiences across multiple channels. For example, Avanade is helping banking clients engage with its customers using interactive kiosks that they activate with their mobile devices.

However, organisations must also think about investing more in digital enablement for their employees, to work and operate in ways that deliver on their customer experience promise. One way retailers are engaging employees is by empowering them with data-rich mobile apps that deliver real-time access to the information they need when handling customer enquiries. Digital workplace capabilities can transform how they engage with both the products they are selling and their customers. To create digitally empowered experiences across the entire customer journey, organisations need the right mix of digital marketing, sales and services capabilities. 

How should organisations use analytics to capture omni-channel opportunities?
Organisations are under pressure to innovate, but are struggling to create digital marketing strategies and differentiated customer experiences that address their unique end-to-end needs. Analytics gives organisations the capacity to tailor experiences to individual customers and enables employees to better serve those customers. For example, Avanade Touch Analytics, a touch-optimised solution available on platforms such as Windows 8 and Windows Phone, leverages data from in-store sensors and other sources to provide retailers with a wealth of data about the activity within a store. This includes the changing levels of customer traffic throughout the day, how many shoppers have selected a promotional product from a certain aisle, or even the average time it takes for a store associate to approach customers and deal with queries.

A turbocharged online, mobile and social world is also pushing marketing teams to become more data-oriented. By being more data-savvy, these teams are able to react more quickly than ever to respond to market change and to drive more meaningful customer interactions. Marketing teams can unlock new value by using smart analytics to automatically capture data from disparate sources and translate it to actionable insights that build customer loyalty and retention.


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