Workshop 4
Delivering an omni-channel strategy
Sponsored by:
Delivering an
Omni-channel
Strategy
A customer-centric channel strategy
David Enwright, Head of CRM and Digital
eulerhermes.co.uk
Let’s discuss
• How we manage the tensions between digital & popular but costly
traditional channels
• The key to deliver an excellent customer experience that delights,
improving business performance
• Changing the culture of the organisation. It’s more than just
technology
• Where we go next for mobile, social and call centres
© Copyright Euler Hermes UK
Start with the fundamentals of good communication
Channel
Connection
Content
Consistency
Digital must be
included
Monitor, influence &
amplify
Support with ample
paid media
Never “off-air”
Align channel mix with
audience and business
objectives
Deliver compelling calls to
action
Articulate strategic roles for
all content
Connect across Paid, Owned
and Earned
Invest sufficiently in digital
Connect all touch points and
ensure no dead ends
Create content which is
engaging, relevant and
shareable
Integrate brand and
response
Integrate sponsorship assets
Select social channels with
the strongest connection to
your audience
Ensure relevant content is
visible at the right points in
the journey
Support single minded ideas
Adapt content across
touchpoints and screens
Plan for long-term objectives
With paths to purchase and service now involving an increasing number of different touch points it is no
longer individual channels which connect people to brands, it is complete systems of connected
communications.
© Copyright Euler Hermes UK
Based on a desired customer journey being the first priority
Sales
Funnel
Value
Prop
Digital
Client
Need
Status
Area
Info / Quote
Awareness
Always
“on air”
with
relevant
content
Provide an
attractive offer
prompt when I
am on the web,
anytime,
anywhere and
on any device
Online Marketing
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‘Make it
easy’ to
get a
quote in
seconds
I am routed
to an
engaging
landing page
With just 2clicks I get a
personalised
quote
Transaction
Landing Page
Detail
offer and
reassure
I can choose
among 2 to 3
options
I feel secure
in my choice
by ratings
from other
customers or
my social
media peers
Purchase
Tailor to
specific
needs
With a few
simple extra
inputs I can
tailor the
offer or add
modules
I can get
“Help” via
chat or
choose to
contact or
get
contacted by
an Agent
Simple, Modular Offer & Conversion
‘Make it
easy’ to
buy
My purchase
payment,
confirmation and
policy is all
electronic
I get an added
free offer to help
me
E-transaction
Retain
Create
rapport
after-sale
I can easily
access and
manage my
policies or add
value add apps
and information
After Sales
Ensuring people believe, inspire, imagine, enable and act
© Copyright Euler Hermes UK
Create one connected platform
© Copyright Euler Hermes UK
Discuss
© Copyright Euler Hermes UK
Questions
1. What are the key challenges in delivering your omni-channel
strategy? Consider the people, process and technology
challenges within your organisation?
2. How do you balance the need to deliver an omni-channel
experience without increasing the cost base?
Sponsored by:
Workshop 4
Delivering an omni-channel strategy
Sponsored by: