Multi Channel Transformation - Run Channels as a Shared Service
Running channels as a shared service is based on the following premise:
- There are common building blocks (such as technology systems, people skills etc) across all channels.
- The services provided by the channels (such as product promotion, product sales etc) are common to multiple business units/products groups that act as internal customers.
- The investment across all the channels is significant and there is a need to have visibility and control over both capital and operational investment for the entire multi channel network.
Managing and measuring channels as a shared service delivers these business results:
- An optimised, customer-centric channel mix that balances the cost of doing business across all channels with meeting the access preferences of specific customer segments across the Search/Buy/Use cycle.
- A single view of the current performance of the multi channel network (that includes all channels to market and is the opposite of focusing on individual success at a channel level) based on financial, operational, customer and innovation related metrics.
- A method to set the targets for the future performance of the multi channel network (that includes all channels to market) that is cognizant of corporate and functional (sales/marketing) strategies.
- A business case and roadmap to improve the people, process and technology capabilities in order to reach the target level of performance.
Managing channels as a shared service is relevant to a wide variety of industries:
Managing channels as a shared service is not just relevant to traditional retailers. As technology and customer expectations evolve, maximising customer interaction and satisfaction across multiple channels is relevant for any business that offers products or services to customers.
The Dowling Multi Channel Transformation Program goes through five phases:
For more information, please contact
info@dowlingconsulting.biz or call +61 1300 137 369 and ask for Brett Calton
