Orchestrated Omni-channel CRM for a Seamless Customer Experience Journey


Implemented multi-channel Customer Journeys

Why is Omni-channel CRM such a critical aspect of the Customer Experience Journey?

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STEP ONE: Service Concept Formulation

What We Do

We are helping organizations to arrive at a well-defined and widely supported Service Concept formulation.

The Starting point of Omnichannel CRM is the formulation of a Service Concept that provides guidance on the service strategy and which sets the boundaries of customer journey mapping. The Service Concept is often expressed in the form a Service Concept Guide.

Development of a Service Concept Guide (SCG)

Development of the Service Concept Guide (SCG) follows the formulation of the long term brand positioning.

In addition, it might be necessary to have a specific Customer Value Proposition for the services concerned as well in case the brand positioning is applicable to multiple product/market combinations.

In the case that either of the above is available and actual, we start straight away with the production of the Service Concept Guide, which provides the outlines of the core service and supplementary services for all stakeholders and is the starting point of the customer journey mapping.

In the case that there is neither a brand positioning, nor a customer value proposition is available or actual, then we have to agree on an approach of obtaining the required insights firstly.

Main Elements of the Service Concept Guide:

  1. A description of the core service, which is the central component that supplies the principal, problem-solving benefits that customers seek.
  2. Selection and articulation of supplementary services that augment the core service.
  3. A visualization of the delivery processes, including the core service and each of the supplementary services.

Service Concept Guide Translation

As a next step we translate the Service Concept Guide elements into concrete and tangible service deliveries. The upcoming sections provide a more detailed insight in the context and steps involved.

STEP TWO: Service Strategy Road Map based on Lean and Agile principles

What We Do

Following the service concept, the service strategy sets out the roadmap for long -and short term service enhancements.

We help articulating an ambitious but feasible multi-year Service Strategy and Implementation roadmap aiming for an optimal long term ROI and high net promoter score (NPS).

In the case that a substantiated foundation in the form of a brand positioning and/or service concept guide is missing, we firstly conduct the required pre-work before entering the process of articulating the service strategy.

Service Strategy Articulation based on Lean and Agile principles

Articulation of the service strategy is an intensive process that requires many iterations between even so many different actors.

We provide hands-on support to align thoughts while strengthening the internal cohesion between stakeholders, functional specialist, and subject matter experts.

Secondly, we ensure that the end goal - a sublimely substantiated high performance services roadmap - is produced within the set time frame.

The Service Strategy Road map includes aspects such as:

  • Value Added Substantiation.
  • Service Priorities and Cross-Relationships.
  • KPIs, SLAs and Metrics.
  • Roadmap for Timing and internal Resources.
  • Investments and out-of-pocket-expenses.

During each stage of the strategy articulation process we will have regular update sessions with relevant stakeholders ensuring in-depth knowledge of the service roadmap progress and direction and agreement.

Moreover, we will continuously benchmark each customer interface development against existing best practices in the market.

Once the service road map for the coming three years is agreed upon, we proceed with the next stage, which is Customer Journey mapping.

STEP THREE: Customer Journey Mapping

What We Do

We are helping the creation of Customer Journey Maps taking into consideration the multi-dimensional requirements of today's demanding customers in a omnichannel environment.

Following all the previous stages, it has become time to develop multiple maps for each customer touch point along the Customer Experience Journey.

The optimal Customer Experience Journey helps us to meet or exceed customer expectations, to improve customer retention, to increase loyalty, and to optimize new revenue generation flows by means of materializing upselling and cross sales opportunities.

Customer Insight Design based on the customer's life cycle

The first dimension we consider is the creation of an in-depth understanding of the customer's needs and/or issues depending on the respective stage of the customer life cycle (e.g. suspect, prospect, trial, first time buy, repeat purchase, abandonment, etc.).

Brand Touch point Expectations

Secondly, we obtain an in-depth understanding of the customer's needs and expectations at each brand touch point (e.g. advertisement, social media, face-to-face, telephone, chat robot, e-mail).

Two defined dimensions:

  1. Touchpoints: the specific interactions customers have with your brand (contacting customer service, listening to a sales presentation, and so on).
  2. Channels: the methods by which communication happens (emails, phone conversations, social media, in-person meetings, etc.).

Journey Map Development

Both dimensions combined form the starting point of the journey map to ensure message and offer consistency and relevance at each brand interface.

Once we understand the relative importance of each touchpoint, we will develop a model enabling us to set the right SLAs per channel and touchpoint.

The design effort of each interface depends on the role and relevance in the customer journey experience. The design process takes place in multiple stages according to the principle of design-thinking, involving stakeholders, subject matter experts, and customers.

Reviews and Testing

Frequent testing and reviews are part of each step of the design process and review methodologies depend on the situation and cost effectiveness, but might include focus groups, personal interviews, AB testing and/or the use of AI testing software when possible.

STEP FOUR: CRM System Design

What We Do

We are supporting the development of a sound CRM digital platform strategy that caters for service effectiveness and efficiency, while appreciating the organization's maturity at the same time.

Strategy Articulation

Based on the discoveries and accomplishments during the previous stages, we support clients with the right CRM system strategy on the basis of their current and mid-term system support needs.

RFP Development

We can help with the RFI and RFP articulation, the vendor selection process, and negotiations.

Providing effective operational Support

Secondly, we can help with implementation support of the CRM system to ensure it will bring the value added as expected in an efficient manner.