BLOG: The Eagles Nest


Like you I continue to see multiple articles on various delivery/engagement channels with most focused on how to make each channel option better for the provider. Unfortunately, these articles are channel-centric and in many cases miss the key channel catalyst- the customers! For 20 years WESI has and will continue to emphasize that omnichannel success starts with critical customer/prospect research applied on a segmented focus and supplemented with a channel preference-profitability matrix.

Start with defining what customers you want the engage and have a professional develop and administer the appropriated research template. Ensure you clearly define channels, motivators and priorities today and over the next three years. While the research is being undertaken externally, internally assess the costs and profitability of each distinctive channel and their key features. Calculate where you have capacity/expandability and how costs trend with increased and decreased volumes. Also do some contingency calculations if you had to significantly shrink or add capabilities. Finally, prepare favourable preliminary out and co-sourcing options. These are the channel components that have to be assessed through an integrated discipline.

The goal is to know exactly what channel preferences currently exist and where you have to migrate to over the next few years. Avoid isolated channel silo analytics and ownership preferences. Channels options are fluid and competition will disintermediate you where they find a customer preference/profitability weakness. Your customer engagement is dependent on success with customer channel preference research applications.

Pat Palmer | Tuesday, February 27, 2018 | Trackbacks (0) | Permalink


Recent Posts