オムニチャンネル顧客エンゲージメント

出版：ダッシュネットワーク（Dash Network）　出版年月：2022年3月

Omnichannel Customer Engagement
オムニチャンネル顧客エンゲージメント：オムニチャンネルエンゲージメント戦略とソフトウェア採用のケーススタディ、市場促進要因、市場阻害要因、成功例
Case Studies, Market Drivers, Market Barriers, and Best Practices for the Adoption of Omnichannel Engagement Strategies and Software

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ダッシュネットワーク（Dash Network）「オムニチャンネル顧客エンゲージメント：オムニチャンネルエンゲージメント戦略とソフトウェア採用のケーススタディ、市場促進要因、市場阻害要因、成功例 – Omnichannel Customer Engagement: Case Studies, Market Drivers, Market Barriers, and Best Practices for the Adoption of Omnichannel Engagement Strategies and Software」はカスタマーエクスペリエンス（CX）向けオムニチャンネルエンゲージメントの展開を実現するプラットフォーム、ソフトウェアアプリケーション、サービスの利用における市場課題、促進要因、促進要因を調査しています。エンドユーザによる様々な方法でのオムニチャンネルエンゲージメントのケーススタディ例証も数多く行い、成功例、ソフトウェアの選択基準、オムニチャンネルエンゲージメント戦略の展開についての提言なども掲載しています。

主な掲載内容

1. エグゼクティブサマリー
2. 市場概観
   1. オムニチャンネルエンゲージメントの定義
   2. オムニチャンネルエンゲージメント戦略のメリット
      1. 典型的なエンゲージメントチャネル
         1. 電話
         2. ウェブ
         3. テキスト／SMS
         4. モバイルアプリケーション
         5. ソーシャルメディア
         6. 動画
         7. Eメール
         8. その他
      2. 市場促進要因
      3. 市場阻害要因
3. ケーススタディ
   1. オムニチャンネルのケーススタディ
4. 成功例と提言
5. 用語集

Although brands have been transforming their CX models over the last several years, the COVID-19 pandemic accelerated many organizations’ plans for deploying omnichannel engagement strategies. An omnichannel strategy is a cross-channel strategy that gives a seamless and integrated experience to users across multiple channels. Unlike multichannel strategies, where each channel is managed individually, omnichannel engagement strategies streamline all customer touchpoints under a single platform, with a consistent and continuous experience for the user.

To enable omnichannel engagement, companies must remove data silos and capture and analyze customer interactions at scale. With these insights, organizations can uncover pain points, concerns, or challenges, and take action to improve omnichannel CX and drive increased customer retention and loyalty.

This Dash Research report examines the market issues, drivers, and barriers for the use of platforms, software applications, and services that enable the deployment of omnichannel engagement strategies for CX. Several case studies illustrating the various ways omnichannel engagement is being used by end users are included in the report, along with best practices, software selection criteria, and recommendations for deploying omnichannel engagement strategies.

Key Questions Addressed:

• What trends are driving the market for software and services that support omnichannel engagement?
• Which software vendors are the key market participants?
• What are some key challenges involved with delivering omnichannel CX engagement strategies?
• What barriers exist to the purchase and use of software and services used to enable omnichannel engagement?
• What are some representative case studies highlighting successful implementations of omnichannel engagement?
• What are some best practices for ensuring successful omnichannel CX engagement?

Who Needs This Report?

• Outsourced or owned contact center providers
• Organizations seeking to improve CX engagement
• Organizations seeking to migrate from a multichannel to an omnichannel engagement approach
• Heads of CX and customer support
• IT directors and integration specialists
• CX training directors
• Investor community

目次

Table of Contents

1. Executive Summary
   1. Introduction
   2. Market drivers
   3. Market barriers
   4. Dash Research insights
2. Market Overview
   1. Defining omnichannel engagement
      1. Unifying Omnichannel Customer Data
      2. Predictive analytics
      3. Zigzagging customer journeys
   2. Benefits of an omnichannel engagement strategy
      1. Typical engagement channels
         1. Voice
         2. Web
         3. Text/SMS
         4. Mobile apps
         5. Social media
         6. Video
         7. Email
         8. Others
      2. Market drivers
         1. Poor levels of customer support
         2. A growing shift to digital interactions
         3. Changing demographics of customers
         4. The COVID-19 impact on sales, service and support
         5. CX as a competitive differentiator
      3. Market barriers
         1. Technical challenges with implementing disparate software and workflow processes
         2. A lack of an agreed-upon omnichannel vision
         3. Training and personnel issues
         4. Privacy issues
3. Case Studies
   1. Omnichannel Case Studies
      1. LuckyVitamin (FullStory)
      2. Deutsche Telekom (Nuance)
      3. North Yorkshire County Council (Mitel)
      4. North American Automaker (TTEC)
      5. Accent Group (ZenDesk)
4. Best Practices and Recommendations
   1. Best data practices for omnichannel engagement
      1. Develop a data-centric culture
      2. Eliminate data silos
      3. Use technology to support and augment human efforts
      4. Strategic recommendations for enterprises
5. Acronym and Abbreviation List
6. Table of Contents
7. Table of Figures
8. Appendix
   1. Scope of study
   2. Sources and methodology
   3. Copyright notice

List of Figures

• Omnichannel Software Requirements for Organizations
• Predictive Modeling Using Machine Learning
• Benefits of Omnichannel Engagement
• A Typical Online/Offline Customer Journey Map