In the previous article, I preliminarily introduced What & WHY of the omni -channel: By establishing a model, the attention point of the omni -channel attention was dismantled, and the four levels of technology, planning, experience, and innovation were explained. The unity of understanding and the end is the end. From the perspective of the omni -channel, why the omni -channel is done, and the 4 value of the omni -channel is proposed from the four levels.

As mentioned at the end of the last article, when talking about the whole channel, I always talk about how to do questions. Essence The starting point of this article lies in this, I hope to pay more attention to the process, pay attention to the specific implementation steps, so as to guide how the omni -channel -the implementation method.

Based on ThoughTworks\’s practical experience, the following 4 key steps must be followed in omni-channel planning and design:

• Restore service panorama from the perspective of user perspective
• Formulate experienced service strategies, digging experience scenarios
• Channel planning based on scenes
• Comprehensive consideration, detailed various scene experience Details

Next, we disassembled one by one:

User perspective restoration service panorama

In general, enterprises are often responsible for the laying and planning of different channels. The synergy relationship gradually becomes complicated; as the overall view of the user perspective is often lacking, the results brought by the user\’s perspective are as if all channels have become relatively independent chimneys. Essence

When facing a service, users do not care about the internal organization of the enterprise, and even the channels are not concerned. Therefore, to examine the service process from the perspective of the user, it will help the overall service combing. In the process of sorting out, you need to pay attention to the following 2 points:

1. combing the existing services including channel layout in a customer journey —— Just like the lane diagram mentioned in the previous article, in this link, it can refine the function cloth points and current status of various channels from the perspective of the user\’s life cycle.

The purpose of doing this, At first, you can stand on a more global perspective to understand the core services provided by the channels of various channels in the entire life cycle of the user. Sworing vertically in a certain link, the pain points and obstacles faced by users on each channel, and analyze the synergy of the channels.

It is worth mentioning that in some specific industries such as banks and insurance, due to the large number of business lines and the process of relatively complicated processes, in order to avoid the sorting of everything but taste it, you can give priority to the client journey to cut in. copy.

2. As the channel options increase, different users will choose according to their own scenes and needs. Therefore, at this stage, in addition to paying attention to the current situation of the current service from the channel itself, it is also necessary to understand the use of channels in the real scene, the tendency of channel selection, and the reasons behind it, which helps to clarify how to be more more more more more than more. Reasonable layout . Eventually, through this reduction and combing, help restore the current situation and relationship between the channel itself and between channels, and see the fault between the existing channel layout and the actual scenario of the user, and find the problem where the problem is .

2. Formulating experienced service strategies, digging experience scenes

This is a view Going up and with channels and experiences are not much related, but it is very critical, and it is often ignored. What is a service strategy? We know that the services/products provided by the enterprise are concentrated reflection of differentiated value. Service strategy is the direction and principles that need to be followed in the process of transmitting value . With a strategy, various channels have judgment and decision -making basis when launching service scenarios and design experience.

At this level, brand car companies are a good example. Whether it is online official website,