Teach you to play "omni-channel operation model"

2.
Performance management issues

The business activities of a brand are inseparable from people.
The employee incentive mechanism during omni-channel operation is a very important part.
We also ignored this problem at the beginning.
The direct consequence is that employees have no motivation for non-transactional interactions with fans.
This is particularly obvious for offline channels, especially for brand franchisees.
For example, shopping guides are unwilling to collect information on fans who do not consume on the spot; the store is temporarily out of stock, and would rather let the other party come back in a few days instead of recommending the TA to buy from other channels.

Therefore, omni-channel operators need to adjust or redesign the employee incentive mechanism, which can comprehensively measure employee performance, not just transaction volume.
This also requires a way to ensure that every interaction between fans and the brand (where, with whom, and what) is recorded accurately and in detail, before it is possible to calculate the contribution of the corresponding employee or department.

3.
Split the pre-sales, in-sales and after-sales functions

In the traditional business model, this is the responsibility of the marketing department, channel and sales department, and customer service department.
When the departments face the same fan, the information is not communicated.
Because each channel has these three different functional departments, this problem will be amplified when multiple channels are operated at the same time, which will significantly reduce the consumption conversion rate of fans and brand satisfaction.
Our practical experience is to let all departments of all channels share the same database, including fan data, product data, etc.

Let’s talk about a scenario.
For the customer service department, when receiving a complaint from a fan, the customer service representative can clearly understand the fan’s "past and present" and know whether the TA has complained on Weibo, etc.
from all channels The information, and then can definitely give a solution, for example, let the TA go directly to the physical store under the office building to return and exchange the goods.

All the above-mentioned problems encountered in the practice of omni-channel management are actually related to opening up all channels and data from functional departments.
If we map the various departments in the enterprise to the various functional departments of the government, and then think about why we, as the "customers" of the government, encounter all kinds of uncomfortable things when we go to government agencies? In addition to the ugly face, it is actually due to the lack of information flow between government departments, which allows the common people to fill in the information over and over again.
The Global Paint Network has learned or put the information of a department in the form of a stamped form between various government departments.
circulation.
Fortunately, the government has also realized the importance of data flow between departments.

A complete data chain management platform that can not only connect various front-end consumer platforms, but also open up the back-end production and supply chain, is the technical basis for ensuring that businesses can play the omni-channel operation model.

Reduce decision-making mistakes

It needs to be emphasized that most companies, especially small and medium-sized enterprises, often appear in the process of building omni-channels.

1.
Greed for everything, try to get it right in one step.
The consequence of doing so is often that the stall is too large, and one loses the other.
It is recommended to proceed step by step, starting with a unified channel marketing strategy and establishing a fan database, instead of making organizational structure adjustments.
Even when doing channel data access, you can gradually access each channel in stages, so that the business operation department has an adaptation period.
Even if it starts with the simplest offline sale, let the business department experience how to collect data, analyze the data, and use the data to decide whether to replenish or adjust the price.

2.
Empiricism.
Regardless of how much experience a company has in omni-channel operations, it is best to start with "usage doctrine", learn about the successful experience of other companies, and then make corresponding adjustments based on the operating conditions.
After all, the core content of enterprises, especially brand owners, is "products" rather than operating models.

3.
Ignore the data.
Data is particularly important for omni-channel operations.
On the one hand, companies must dare to introduce new technologies, even if they just open an Alipay, it will help to greatly reduce the anonymity rate of orders, not to mention that this itself also conforms to the trend of consumers.
Generally speaking, a good omni-channel system can reduce the anonymity rate of offline orders from 90% to about 30%, and mobile payment methods play a big role.
On the other hand, we must continue to emphasize the implementation of data management by employees.
(Source: Global Coatings Network) (For more information, please log in: Global Coatings Network http:// )