Multi-Channel Business - Seamless Process/Content Pathways
A service delivery program with extremely high visibility in the public eye was, for various reasons, not working as well as it should and, given the program was approaching its mid-point in a 3 year window; improvement opportunities had to be identified quickly.
In less than six weeks, TLIR conducted a multi-pronged assessment to examine each of the delivery channels (web, voice, assessment centre and external agencies), consult with internal subject matter experts (channel specific and program wide) and map the information elements informational as well as transactional from the perspective of internal users and members of the public looking for information through various channels.
As a result of this analysis, TLIR identified a complex web of hot buttons and pain points across all channels which, when rendered into a matrix form presented clear evidence of significant issues. TLIR laid out 22 specific recommendations for improvements; 15 of which constituted quick wins where with minimal effort, the business could make dramatic and visible improvements to the ways program information was hosted, synchronized, communicated and utilized through the multi-channels.
∞∞∞∞∞∞
Depending on your business, you may utilize various channels as the means to interact with an assortment of parties - customers, prospects, suppliers, members, stakeholders, etc. In this regard, channel is the means by which information is imparted so that the interested party can make informed decisions about what to do next
Many businesses deploy multi-channel models and by virtue of offering interested parties such choice, these businesses are at the forefront of the seamless, cohesive information universe! Or are they?
Consider the more common means by which information is imparted web, print, voice, person-to-person. Now consider that the information which is imparted is usually one of two types general or specific. General is that which helps, assists, enables the interested party to make an informed decision about what to do next value propositions, FAQ, qualifiers, etc. Virtually all such general information is imparted with the aim of causing a specific information interchange - purchase, service, contact request, subscription, etc.
Now, consider whether the various dimensions associated with any particular information set content, context, relevance, currency, next step is customized or tuned to the characteristics of how the interested party interacts via any one channel.
If the answer is YES for one or more channels or even more importantly, that within any channel there are multiple versions of information aligned to specific products, services, demographics, classes of customers/prospects, etc. then the environment in which your stakeholders interact with your business emulates that shown in the Today graphic a far cry from the seamless, cohesive information universe.
|
|
