Omni-Channel: Mapping the Customer Experience Journey

Training Objectives

• Understand function and drivers in Channel marketing and effective customer Engagement
• Explain how omni-channels have changed consumers’ buying experience and altered the dynamics between suppliers, retailers and consumers
• Understand fundamental differences between Omni-Channel and Multi-Channel Marketing
• Explain and apply the key concepts of supply chain management to omni-channel retailing
• Understand how to provide an exceptional Omni-channel experience.
• Understand how users engage with organizations.
• Understanding the customer journey time.
• Developing a cross-channel strategy and building a touchpoint journey
• Learn elements that create an excellent cross-channel
• Designing for future channels.
• Evaluating your Omni-channel experience and researching the customer journey.
• Using customer journey maps as a diagnostic tool
• Constructing a strategic framework and checklist with omni- Channel Marketing
• Analyse omni-channel logistics issues and identify workable solutions for logistics and supply chain problems

Module Outlines

Module1 : Understanding Omni-channel Retailing and Supply Chains

• The evolution of the retail purchase
• The Experience Economy
• What does Omni -Channel and Multi-Channel Marketing means
• Building an Omnichannel Customer Profile
• Dynamic Creative Optimization
• Purchase Intent Analysis
• Predicting Ad Liking and Purchase Intent
• Omnichannel Attribution modeling
• Audience-based Planning
• Omnichannel cross-device Tracking
• Retail Shopping in Omni-Channel Marketing

Module2 : Designing Omni-channel user Experience

• What is Omni-channel user experience
• The case for providing an exceptional Omni-channel experience.
• How users engage with organizations
• The customer journey time.
• Developing a cross-channel strategy and building a touchpoint journey
• Elements that create an excellent cross-channel
• Channel-specific usability recommendations.
• Designing for future channels.
• Best Practices of Successful Omni – channel Marketing
• Evaluating your Omni-channel experience and researching the customer journey.

Module 3: Running and Managing omni-channels

• The landscape and the demands on traditional marketing and supply chain logistics
• Running your own Omni-channel research study.
• Measuring changes and improvements.
• Using customer journey maps as a diagnostic tool

Customized Learning

Leap To Success is offering a variety of learning options to meet current realities and can be adapted to suit your business needs. These options include variants of online, blended and on-site course formats.

Face To Face Learning

Enabling you to have a face to face interactive and engaging learning experiences led by renowned industry experts and thought leaders with extensive practical experience who will employ a variety of interactive learning techniques, including short high-impact videos, case studies, assessments, role plays, in addition to on-going support.

Virtual Learning Labs

Interactive online learning held in real-time using Zoom and are led by international subject matter experts who incorporate case studies, breakout rooms, guided practice, simulations and discussions to maximise your learning experience.

General Methodology

Similar to any L2S training program, this program offers an interactive learning experience in which will allow the delegates to reflect on their learning through an informative, indulging, and fun classroom experience. The design of the training session focuses on the following attributes.

• Concrete Experience: The delegates will learn by doing
• Reflective Observation: Reflecting on the newly experienced skill-set
• Abstract Conceptualization: Developing deeper understanding to the learned concepts
• Active Experimentation: providing the delegates with realistic tools that can be tested in the real life

Activities Brief:

Hands-on:

Website visitor behavior is not usually erratic but it does show a lot of noise. We can look at it like the way tourists travel by car to some destinations, say Madrid. The destination is the analog of a conversion (i.e. buying a service or product). If you look at all travelers who end up in Madrid, almost all behave differently: there are big highways and small roads. If you travel by car from Berlin to Madrid, you will take some highways, deviate for lunch, and possibly stop for the night. Everybody has a different rhythm and pace. If you look at millions and millions of people traveling from Berlin to Madrid, you therefore see patterns appearing. These patterns are described mathematically in machine learning algorithms.

It is like a graph with some probabilities on top. For example, after one day of traveling from Berlin, you have various probabilities of being around Paris. No certainty, but the highest probabilities are around Paris and not around Marseille. Similarly, when an arbitrary visitor visits Amazon searching for a book, there are plenty of probabilities from the homepage to the actual book. A Markov chain can capture these probabilities based on existing data. Once you have this model, you can predict how people use your site and which places they should visit (or not visit) to get converted.

We will work on a hands-on exercise to see the channel that contributed most to conversion in an omnichannel environment.