Using ChannelCARDS to find new approaches for your customers and optimise existing ones
‘The cards are a great and useful tool for visual and haptic people’, says Carmen Hartmann.
How many channels does your company use for itself and for you and your customers? And how important are the channels? Creating orderliness and an overview of a wide variety of channels was on the agenda at the 14th Business Breakfast at the foryouandyourcustomers Vienna office.
In his keynote speech, Jonathan Moeller spoke about the diversity of channels and the consequences of such for companies and their customers. ‘The customer will of course use the touchpoints on offer to them, it goes without saying,’ the founder of foryouandyourcustomers said. A company should know which channels can be used to communicate and interact with customers and how these have to be set up in a meaningful way for the company’s own multichannel business, ‘to facilitate an inspiring purchasing experience’.
Once the introduction was over, the guests moved on to the practical section of the breakfast – the use of ChannelCARDS. Under the tutelage of Josef Robert Stadler, Jonathan Möller and Claus Stachl, CEO foryouandyourcustomers Feldkirch, guests were put into small groups to run through various different scenarios for the set of cards. For instance, the channels were ordered from most relevant to least relevant for the guest’s own business, examples of best practice were demonstrated and ensuring a successful customer journey via the tasks in individual channels were discussed.
‘Most interesting for me were the practical benefits that the ChannelCARDS offered. The cards made it very easy for us to locate potential for optimisation hidden in things,’ Content Manager Sarah Halbeisen told us in summary. The same impression was left on Denise Mikunda, Mikunda-Schulz KG, who said the following after using the cards for the first time: ‘ChannelCARDS are a great tool, very easy to use and very helpful when it comes to identifying multichannel-related flaws in your own company, developing potential solutions and improving your multichannel strategy – the set is fantastic.’
The number of channels and their significance for each company was analysed in Claus Stachl’s group. ‘This practical section alone was very useful in that respect, because we were able to actively test the ChannelCARDS and it made us participants aware of which channels we are already using and which we were not,’ Andreas Kernreiter, from SYMPOSION HOTELS-Marketingservice, summarised.
Jonathan Moeller’s group also worked in this topic area, discussing, more specifically, the most important channels at a logistics company, examples of best and worst practice and potential improvements. ‘The cards are a useful visual and tactile tool,’ said Carmen Hartmann after the workshop. ‘It’s hard for me to imagine talking about abstract multichannel concepts without having a tool like the ChannelCARDS in my hands. I really enjoyed today’s event.’
If you would like your own personal invitation to the next Business Breakfast, email us at [email protected].