How to create a seamless experience across all channels
With omnichannel delivery, and the marketing to support it, members can seamlessly choose which delivery system to use—and get the same credit union experience.
“In a perfect world, omnichannel marketing encompasses a consistent offer in every channel, with the customer in control of the experience,” says says Jon Moran, director of product marketing for Earnix, Westport, Conn. The challenge, however, is becoming adept at managing these channels for a seamless transaction.
For the omnichannel experience, what needs to happen?
1. Define success early on; set goals. Regardless of where you are in the omnichannel experience, develop a strategy first. Set goals to understand what it is you’re trying to achieve. Aim for consistency across channels, and ensure goals are set, measured and reported on so members receive a consistent experience.
2. Determine your strategy. Omnichannel is less of a solution than a technical methodology applied over the member journey. Formulate a three- to five-year roadmap based on member needs. Eliminate vendors who don’t meet your needs for future integration. Instead, focus on vendors who can fill interim gaps as well as long-term needs.
3. Integrate all systems and concentrate on product-specific solutions. Unite your internal efforts (people, processes and technology) as well as external vendors and software. Planned system replacements should integrate horizontally, rather than in multiple steps, enabling systems to coexist. Ideally, find a platform that fits many needs or offers more than one solution. It’s up to you, the CU, to find point-specific solutions with each vendor or platform and align your resources accordingly.
4. Understand data analytics and segmentation. Use data analytics to understand member needs and create defined segments. When you tailor your message by segment, your content and offer will improve. Also incorporate design thinking so your functionality is intuitive on each channel (phone, tablet, and desktop).
5. Review workflow processes by channel. Map the account opening process for each channel. Does each match the others? If not, where are the incongruities? Analyzing the steps to open accounts, by channel, will help you to determine if your CU is ready for omnichannel.
6. Adjust staffing to meet new demands. Staffing will go beyond the traditional approach, requiring a blend of talent versed in various technologies. These individuals will understand how members move across the channels along with the technologies that join them together. There will be an increased emphasis on efficiency, but not necessarily less staff; and, as the demand for these positions increases, salaries will rise.
Stephanie Schwenn Sebring established and managed the marketing departments for three CUs and served in mentorship roles before launching her business. As owner of Fab Prose & Professional Writing, she assists CUs, industry suppliers, and any company wanting great content and a clear brand voice. Follow her on Twitter @fabprose.