OMNI-CHANNEL STRATEGIES: THE NEED FOR A SINGLE CUSTOMER VIEW
|出版商||Mobile Market Development Ltd||商品編碼||341836|
|出版日期||內容資訊||英文 35 Pages
|全方位流通管道策略：單一客戶意見的必要性 OMNI-CHANNEL STRATEGIES: THE NEED FOR A SINGLE CUSTOMER VIEW|
|出版日期: 2015年10月12日||內容資訊: 英文 35 Pages||
行動網路、業者 (MNO) 雖然時而在客戶應對上受到惡評，不過，在市場競爭激烈現狀下，各公司為了與其他競爭公司的差異化，需要提供使用者優秀的客戶經驗，以及展開「以客戶中心」的服務。成為「以客戶中心」的服務核心的是全方位流通管道方式。全方位流通管道方式才剛導入，持續試行錯誤的狀態，不過，如果確實應用，可能讓市場結構急劇變化。
本報告提供全球各國的行動通訊業者 (以下MNO) 的全方位流通管道方式的引進情形相關分析，全方位流通管道方式概要和優點，MNO應導入全方位流通管道方式的理由，轉移至全方位流通管道方式的條件，未來的策略建議的內容彙整，為您概述為以下內容。
Mobile operators often have poor reputations for customer service, but in today's highly competitive markets they need to invest in providing an exceptional customer experience and outstanding customer service to differentiate themselves from other players competing in their markets.
The levels of competition will only increase as markets transition to digital and the traditional MNO USPs (mainly provision of voice and text services) are increasingly eroded by OTT communications (VoIP and IM).
Many operators have already identified customer centricity, with a focus on customer experience during the customer journey, as critical to maintaining differentiation and viability in digital markets. Omni-channel is a critical component in achieving effective customer centricity.
And yet, while many MNOs have stated a commitment, the approach of most has failed, so far, to deliver positive benefits to either the top or bottom line. This may be because most are trying to implement omni-channel in a gradual and less risky manner. The difficulty is that omni-channel, implemented correctly, is a revolutionary change, and any implementation that is partial may not deliver sufficient (or any) benefit to justify further investment.
This report looks at some examples of omni-channel implementations (both in the mobile and adjacent sectors) and discusses the reasons why commitment is necessary and needs to be to the whole transition, rather than implemented in parts. It concludes with positive recommendations for MNOs considering their strategy for adopting an omni-channel approach.
Companies: Vodafone, Vodafone Hutchison Australia, Dixons Carphone, Virgin Media, John Lewis, Verizon, AT&T.
Countries: UK, US.
Keywords: customer touch points, showrooming, customer satisfaction, Omni-channel, customer service, social media, stock control, multi-channel, customer experience, retail outlets, returns management, in-store technology, click and collect, online sales, churn management, mobile retail.