Lecture 2 - Guest lecture

Question 1

Omni-channel in practice….

Answer 1

That pyramid with as input:

1) Voice of the customer
2) Voice of the organization (identity)
3) Voice of the market

The pyramid from top to bottom:

1) omni-channel strategy
2) customer experience
3) transformation
4) continuous measurement

Question 2

Voice of the customer

Answer 2

• What do you want vs. what do you need

- Persona’s

Question 3

Voice of the market

Answer 3

• Trends & best practices

Question 4

Voice of the organisation (identity)

Answer 4

• own positioning

- general strategy: vision/ambition/competences

Question 5

Customer cycle:

Answer 5

Awareness -> Discover -> purchase -> receive -> use - get help -> cancel/renew

Question 6

Customer experience

Answer 6

Generate over the customer cycle via journeys