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Six Essentials For Cross Channel Success

HCL
October 2011
www.hcl.com

Summary:

HCL’s white papers cover strategies for enabling a traditional retailer to successfully transition into an efficient cross-channel organization:

1.    Decoding the Cross-Channel Matrix

Cross channel customer looks for streamlined information across channels. They expect the call centre associate, store personnel /online agent on chat to provide them information they need about a product. In near future, the quality bar will be raised very high for a retailer and most cross channel feature will become the norm.

The challenges a retailer will face to go multichannel will be multifold; they will be a matrix of business technical and cultural issues. However, these challenges can be overcome through the right combination of technologies, integrated process and a study of the makeup of the matrix to help in building a strong cross channel organisation.

2.    Touching Base with Customers

Customers switch from one channel to another according to their changing preferences and tastes. They use the device of their choice and expect retailers to provide consistent information and service in real-time. The effectiveness of each channel is judged by the extent to which the customers were able to complete their goals, and their experience through the process.

Customers are ready to use alternate channels, provided they offer the same convenience as traditional channels. Some of the processes that are designed to work in one channel might not work for customers in other channels. A good example is the kiosk application that was nothing different from a web front, but failed due to the inability to provide a unique experience. Most first-generation software cannot identify the continuance of a transaction when a customer transitions across channels.

HCL has helped some retailers to redesign their cross-channel architecture of business functions, to enable better adaptability to existing and prospective channels.

3.    Engaging Employees

To empower their employees with the right mix of tools and information, many retailers have invested in mobility solutions that help them to answer customer queries, look up price and promotion, confirm item availability and know their customers. In-store associates are using handheld applications not only for information, but also for guided selling and replenishment. Retailers have implemented new features for online chat associates that allow sales and support activities to serve their customers better during online transactions.

Enhanced features in employee touch points have allowed customer service associates to use real-time information to provide quotes, order status, product recommendations and price and promotion data. Call centre associates handling customers, who change from self-service to live-service requirement, are achieving ‘one-call resolution’ that leads to increased customer satisfaction.

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