A CMO Council Strategic Interest Group
Getting Serious About Omni-Channel Experience
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The CMO Council, in partnership with Huawei's OPEN Roads Community, has embarked on a new thought leadership initiative to bring together leading voices across the ICT in order to create an actionable framework for more effective and consistent engagement across all customer touch points and channels of digital interaction. Getting Serious About Omni-Channel Experience explores the critical need for carriers to free themselves from costly and cumbersome legacy infrastructures to become customer-responsive, agile and intuitive digital business operators.
In an effort to build a framework for a more effective and consistent experience across all customer touch points, the aim of this initiative is to advocate a common model, implementation roadmap, as well as best practices and processes for evolving to a higher level of customer experience, value creation, retention, and business performance.
We will bring together leading telcos and brands to create a unified omni-channel experience that advances global customer connectivity, secure digital communication, real-time customer interaction, and multi-channel content delivery. It is clear that digital technologies lower OPEX and improve customer experience, yet with the rapid deployment of new technologies, along with increasing customer expectations, it is vital to explore ways Mobile Network Operators (MNOs) and Communications Service Providers (CSPs) can become strategic partners to help brands improve customer interaction, market insight, and campaign effectiveness using new analytics tools, data sources, engagement technologies, and a robust omni-channel management model.
This program will consist of a global study to audit and assess the digital revolution and how this shift is most impacting telco, enterprise brands and the customer. The study will determine the maturity of the current state of omni-channel management and the imperative to outline new paths for growth. We will bring together leading voices to advance this conversation at a roundtable at Mobile World Congress in Barcelona, in an effort to create open collaboration and exploration of relevant business use cases and new product structures as brands look to rapidly innovate and advance their omni-channel agenda.
Huawei is a leading global information and communications technology (ICT) solutions provider. Driven by responsible operations, ongoing innovation, and open collaboration, the company has established a competitive ICT portfolio of end-to-end solutions in telecom and enterprise networks, devices, and cloud computing. Huawei’s ICT solutions, products, and services are used in more than 170 countries and regions, serving over one-third of the world's population. With more than 170,000 employees, Huawei is committed to enabling the future information society, and building a Better Connected World.
Today’s omni-channel consumer expects a seamless journey across both physical and digital channels. Personalization and real-time, always on experiences are a core demand for consumers who expect that each and every experience delivers value to their unique journey. MORE >
The CMO Council, in partnership with Huawei, held an executive roundtable at Mobile World Congress on March 1st 2017. The goal was to dive in to how telcos and brands alike must effectively manage the omni-channel to create superior experiences for their customers. This presentation serves as a background to the discussion and delves into previous and current CMO Council research on the topic of the Omni-Channel and its impact on the telco industry. MORE >
In an effort to explore the current state of affairs when it comes to Omni-Channel Management, this presentation showcases preliminary results and perspectives from the current research project “Getting Serious About Omni-Channel Experience.” The research includes preliminary survey findings and rich perspectives from both our Mobile World Congress Roundtable discussion and deep-dive interviews with thought leaders on this topic. MORE >
Jul 2016 More Than Digital Plus Traditional: A Truly Omnichannel Customer Experience - McKinsey & Company
Companies are seeing a 40% increase in usage of online service channels, reducing costs by more than 20% while increasing customer satisfaction by more than five percentage points. *
69% of executives believe the communications industry has strong technology capabilities, but will find it difficult to complete digital transformation projects quickly enough and 64% believe this transition could be outpaced by other industries. *
A study shown that 71% respondents consider omnichannel fulfillment as a top or high priority — and are shifting their investment dollars into these avenues. *
Gartner predicts by 2017, U.S. customers' mobile engagement will drive mobile commerce revenue up 50%. *