跨渠道(电子商务客户服务)解决方案.pdf

《跨渠道(电子商务客户服务)解决方案.pdf》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、EmPoweringPeople,EmPoweringBrandsWith跨渠道（电子商务/客户服务）解决方案许诗敏1Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.甲骨文大中华区电信行业解决方案总监多渠道服务和跨渠道服务的差异MultiChannelCrossChannelDefinition多渠道允许运营商通过一个或以跨渠道允许运营商让客户在购买上的销售渠道直接销售给客户，过程的任何时间可选择任何渠道，但这些渠道都是各自独立的平台并基于一个综合平台让客户同时享受无缝的交易切换CapabilitiesandB

2、enefits•MobileCommerce•Seamlessinteractions•OnlinePresence•ConsolidationofCustomer,Product•In-StoreexcellenceandOrderData•StoreInventoryoptimization•PersonalizationandCustomerInsight•IncreaseinNPS2Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.跨渠道平均来说,超过¾的消费者使用两种或更多的渠道来浏览、研究比较并购买产

3、品.185%的购物者希望所有的购物体验是一致化的.2来源:14thAnnualMyBuys/e-tailinggroupConsumerInsightsSurvey3Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.3购买习惯CrossChanneliskey.Consumersusemobileandotherchannelstosupportshoppingexperiences,butprefertopurchaseinstore30%ofcustomershavecomparisonshoppedusin

4、gtheirmobilephone24%havereadcustomerreviewsontheirmobilephone14%havescannedaQRcodeinanadorarticleWhenshopping•41%relyonrecommendationsfromfriendsspecificallyfora•84%purchasedtheirphonefromaretailstore;16%mobilephone:purchasedtheirphoneonline4Copyright©2012,Oracleand/oritsaffiliates.Allrightsr

5、eserved.客户与企业势力的转变！企业准备好了么？CUSTOMERSAREEMPOWEREDofconsumerswillpay94%moreforabettercustomerexperienceofconsumersfeelthat1%theirexpectationsforagoodexperiencearemetInternet/ofconsumersswitchedMassMediaSocial/MobileOnetoOne89%toacompetitorafterapoorexperience5Copyright©2012,Oracleand/oritsaffil

6、iates.Allrightsreserved.我们的购买历程已经变得更加复杂了调研商店购买提货服务搜索在线购买继续购买Web接收电子查看交货状态邮件移动设备查看评论聊天撰写评论平板表达喜好与朋友商量发帖社交网络检查产品店内提货店铺产品相关的致电询问电话拨入更多信息呼叫中心6Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.关键是怎样能提供超出期望的客户体验STORE“EngagemeDIRECT“Knowmeandeverywhere”KIOSKSSALESrecommendme”CONTACTSOCIALCE

7、NTER“Wowmeand“Meetmeandsurpriseme”MOBILEFIELDrewardme”SERVICEWEB7Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.只有全面的客户体验才是致胜之道“engageme“knowmeandeverywhere”recommendme”“wowme,and“Meetmeandsurpriseme”rewardme”在各方面提供令人赞赏和感动的响应MARKE