If the departments in charge of actual stores EC sites logistics etc. have a vertically divided structure it is essential to restructure the organization to link them horizontally. Depending on the company departments are divided according to channel and role such as the department that operates the EC site the department that operates the physical store and the marketing department. It is difficult to promote omni channel if you think that If the sales of the EC site increase the sales of the physical store will decrease.
In a vertical organization each department may have a sense of rivalry so changing the mindset of employees is one of the essential processes for success. Among them there are companies that reorganize their organizations as a result of the shift to omni channels and create omni channel promotion departments that report directly to top sweden phone number list management and place them in a coordinating role. It also means that it is difficult to promote omni channel in a vertically divided organization. Contact point integration In omni channel it is a major premise that the contact point for inquiries is integrated even if the number of points of contact increases. web form chat or app sharing customer information with CRM etc. and providing a consistent customer experience will lead to increased satisfaction. For example when a customer makes an inquiry from a web form and wants to confirm it again when calling the call center if the customer is asked for the customer information from scratch or the situation is explained the customer will contact the company. You may have a negative impression. In order to avoid such a situation it is important to centralize customer information.
Continuous effect verification After unifying the system and customer data the point is to continuously verify the effects and make improvements while rotating the PDCA cycle. For example even if inventory information is shared between physical stores and EC sites in the actual operation phase store staff may not be able to check inventory information smoothly making customers wait. When such issues arise we will implement appropriate improvement measures such as developing an app that allows inventory confirmation on smartphones and introducing tablet devices to prevent any inadequacies from occurring.
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發表於 2023-3-27 16:35:48
