Customers should receive a coherent and efficient service no matter which channel they choose – a mix that over time may reduce the need for traditional channels as confidence in different electronic channels grows.”
A Channel Strategy identifies people, processes, and technology required to build and support an enterprise-wide channel capability. Based on our experience, we believe that it is important that the definition of the Channel Strategy be led by the strategic business direction, key business capabilities and outcomes that your business is planning to achieve.
In today's fast world, the use of channels must be maximised and to do so, companies must have an understanding of their individual customer segments, their needs and how they use each specific channel.
By doing this, they can coordinate customer interactions and, subsequently, service across channels, minimising channel conflict and improving the company’s ability to deliver targeted products, services and marketing campaigns - all adding to an enhanced customer experience.
A Channel Strategy:
- Enables companies to migrate customer segments to lower-cost channels
- Enables more effective marketing campaigns and improves the ability to undertake targeted campaigns
- Improves customer satisfaction
- Raises the quality of interaction and improves operational efficiency
- Enables proactive value added services to be developed
- Improves staff satisfaction through better coordination of services and more valued task assignment
Tenzing’s Methodology and Approach
Our Channel Strategy approach provides structure, consistency, proven tools and methods. When tailored to your specific needs and coupled with our experienced staff, our approach will allow us to successfully and cost effectively deliver a Channel Strategy, enabling a unified approach to servicing customers.
Employing our Customer Management framework, we work with our clients to answer a series of business focused, discovery questions.
From the client we'll be addressing:
Who are the end customers?
What are their needs (jobs they’re undertaking/outcomes they’re seeking)?
What is their process for meeting their requirements?
What influences their decision to use your services?
How easy is it to use your services?
What customer satisfaction strategies have worked well in the past?
About your organisation:
What is your core business?
What are its strengths and weaknesses?
What has worked well in the past (i.e. what has resulted in high customer satisfaction and lowered the cost to serve?)
What hasn’t worked well in the past?
About the external environment:
What external factors impact your performance (political, environmental, social, technological, and legislative)?
What are the strengths and weaknesses of similar organisations?
How does this vary regionally/by business unit?
Are there any organisations you look to as ‘best practice’?
What are the key industry trends both locally and overseas?
About Customer-related business processes:
What are the core processes that underpin customer management, customer service?
Your organisation's capabilities:
What capabilities are needed to run the organisation and take the organisation where it wants to be?
Are there any gaps?
The role of the channel:
What is the channel structure?
What is the performance across the channel?
How are organisation results measured and rewarded?
What role do channel partners play in influencing the outcome?