LinkedIn: www.linkedin.com/in/meetraj
Email: meetagile@gmail.comTwitter: @formembers - https://twitter.com/formembers
On Jan 2nd 2015, I was starting my new year and on a Friday evening my Chief Technical Officer asked me a simple question:
"How will you leverage Onmichannel Platform in 2015?" A simple but strategic question.
Let me give you a little background, in 2014 the term omnichannel was widely used across all retails including banking and our credit union implemented the so called "Omnichannel" platform and we are seeing some very positive results in-terms of member satisfaction, employee efficiency and increased sales.
2014 was an "Year of Implementation" and our Credit Union achieved these top 7 goals in 2014
1. Provided single 360 degree view of members for staff across all channels
2. Deployed Multi-Product, Multi-Channel and Multi-Device Online Application Origination System
3. Measured performance through Operational Business Intelligence
4. Launched Responsive Website Redesign
5. Did Knowledge sharing through Internal and Public Knowledgebase
6. Implemented Case Management
7. Mastered Leads and Opportunity Management
It's 2015 and we are calling it "The Year of Adoption, Growth and Measurement ".
Now let's get back to answering the question my CTO asked. "How will you leverage Onmichannel Platform in 2015?"
As a Product Owner, my key focus for 2015 is
1. Increase Employee Efficiency and Productivity
2. Enhance Member Service and On-boarding Experience
3. Grow Product Sales and New Member Acquisition
So that I can do my best to leverage the omnichannel platform that's been implemented and I strongly believe that it will ride us in to a very productive 2015.
I would like to treat all 3 goals differently and have given different weights for each, my key focus is No 1 - Increase Employee Efficiency and Productivity, since I strongly believe that "A happy employee will make the members happy and happy members will buy more", so 60% of my weight is focused on this one goal and the remaining 40% is equally split between "Member Service" and "Product Sales"
1. Increase Employee Efficiency and Productivity
2. Enhance Member Service and On-boarding Experience
3. Grow Product Sales and New Member Acquisition
So that I can do my best to leverage the omnichannel platform that's been implemented and I strongly believe that it will ride us in to a very productive 2015.
I would like to treat all 3 goals differently and have given different weights for each, my key focus is No 1 - Increase Employee Efficiency and Productivity, since I strongly believe that "A happy employee will make the members happy and happy members will buy more", so 60% of my weight is focused on this one goal and the remaining 40% is equally split between "Member Service" and "Product Sales"
Strategy 1 to achieve No 1 goal (Increase Employee Efficiency and Productivity) is simply by "Empowering the Employees" by doing the following:
1. Make it easy for employees to access member information from one system and on one screen
2. Single point of data entry for employee
3. Internal knowledge creation and sharing
4. Give real-time visibility for employee sales, service, and incentive goals
5. Give access to coaching notes and smart cross-sell products
Strategy 2 to achieve No 2 goal (Enhance Member Service and On-boarding Experience) is by making it "Simple and Secure for Members to Transact" by doing the following:
1. Make it convenient for members by giving them the choice to select the channel they want
2, Build trust with members by stabilizing and securing member information and by being transparent
3. Make it easy for members to transact and communicate with staff
4. Provide self-help content through knowledge-base articles
5. Make it simple to sign-up and get on-board
Strategy 3 to achieve No 3 goal (Grow Product Sales and New Member Acquisition) is by "Predicting Behavior and Nurturing Members " by doing the following:
1. Implementing Business Analytic to understand member profile
2. Nurturing and Scoring members buying behavior and needs
3. Acquire new members through opportunities like Relocation
4. Build SEG communities to support SEG employees
5. Educate, Communicate and Support members by publishing financial articles
If we are able to achieve these 3 main goals in 2015 then I would say we have best leveraged the omnichannel platform.
This is just a beginning, lot more can be achieved with this platform but I think this is enough to answer my boss this Monday morning.
Disclaimer: This article is wholly a personal experience and opinion that's not been validated or certified by anybody. If you have concerns or questions regarding this article, please contact Rajesh Patil at meetagile@gmail.com
