ANTIGENcy

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Inoculating companies against inaction, irrelevance, inflexibility and instability.

ANTIGEN: Broken Multichannel Touchpoint Strategy

Just read this from Forrester and it brought me to the inability to meet consumer’s multi-channel needs ANTIGEN.

Seventy percent of US online consumers research products online and purchase them offline. Based on this behavior, Forrester has identified two consumer categories: multichannel buyers and online window shoppers. Multichannel buyers use the Web for both research and purchases, while online window shoppers use the Web exclusively for researching their offline purchases. Multichannel buyers are almost six times more numerous. They are also more affluent and savvier online users than online window shoppers. The demographic and psychographic differences between these two consumer segments, and examples of how top US retailers are evolving their multichannel strategies in response, offer insights into how eBusiness professionals can enable multichannel consumer behavior.”

So, do you have what it will take to close the loop on your consumer’s online-to-offline needs?

Here is a snapshot of many different touch-point channel opportunities. You should be able to quickly determine if you have a closed-loop strategy to meet more of the complex needs of today’s consumers–or not.

In short, are you thinking about all the ways your business can and should meet the expectations of tomorrow’s customers?

  1. Social Networking
  2. Widgets/Tools
  3. Vodcasts
  4. Natural Search Engines (eg. Google)
  5. RSS Feeds
  6. Print Advertising
  7. Portal Widgets/Tools
  8. Desktop Widgets/Tools
  9. Affiliates (non-dealer)
  10. All Brand Web sites
  11. Events
  12. Broadcast
  13. Video interview (eg. YouTube)
  14. Blogs
  15. Catalog
  16. Customer Service
  17. Direct one-to-one Emails
  18. Distributor/Dealer Events
  19. Marketing emails
  20. Forums
  21. Email to a Friend
  22. Dealer Websites
  23. Dealer Stores
  24. Mobile
  25. Podcasts
  26. POP
  27. PR
  28. Product Returns
  29. Product Exchanges
  30. Product or Service Warranties
  31. Online Personal Data
  32. Payment
  33. Balance Checking
  34. Order Tracking
  35. Account Management
  36. Wishlist Management
  37. Opt-in/Opt-out Management
  38. Password Recovery
  39. Gift Card Purchase/Redemption/Balance Checking
  40. Holiday/Gifting Logistics Related Capabilities
  41. Holiday Hold
  42. Delayed Shipping
  43. Ask a Question
  44. Take Customer Satisfaction Survey
  45. General Feedback
  46. Rush Shipping
  47. Gift Services
  48. Purchase an Item
  49. Purchase Item Using Catalog Number
  50. Edit a Wishlist
  51. Create a Wish List
  52. Delete an Account
  53. Edit an Account
  54. Create an Account
  55. Order Re-tracking
  56. Delete a Wishlist
  57. Send a Wishlist
  58. Purchase an Item from a Wishlist
  59. Opt-in for Emails
  60. Recover Password Again
  61. Opt-out for Catalog
  62. Opt-in for Catalog
  63. Product Reviews
  64. Complain about Service

*attribution to Twiss Interactive for this exhaustive list of touch points.

Filed under: Brands, Consumer, , , , , , , , , , , ,

One Powerful Antigen :: Staff Departures

People leave their employers for many reasons. At any given time, up to 20% of the average company’s staff is preparing to leave. This could mean they are adjusting their resumes, searching online for other jobs, updating Linked In and sifting through Monster or Careerbuilder RSS feeds while you are paying them for their allegiance.

So if you have 1000 employees, 150 of them per year will quit for one reason or another. This is typically an ongoing cycle that most companies willingly accept for lack of understanding.

Now for the harsh reality. Multiply 150 annual staff departures by $13,500 which is the average cost to interview, hire, train and integrate an employee who makes $50,000/year.

That’s $2,0250,000 per year in HR costs because 150 people aren’t engaged, challenges or satisfied as they need to be.

Lack of employee engagement is one of the antigens in our database. This antigen costs the average 1000 person company over $2 million/year.

While we are building the antigen (lack of employee engagement) we are also building the antibody (deeper engaged employee loyalty) to counter effects of this killer.

If I were in charge of human capital or served in any HR function, this would demand some of my focus.

This is an example of what ANTIGENcy is hired to do.

Filed under: General, , , , , , , , ,

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