Page 4 - Optus Future of Business Report 2013

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So what are the implications for business?
Our research suggests that thriving in the customer-driven
economy requires organisations to strike the balance
between investing in the old and the new, blending mature
and emerging digital channels while being clear on the
unique purpose of each. The long-term goal is to provide a
compelling and consistent experience for customers across
all the channels they engage with.
holistic customer strategy
While having a multi-channel strategy is important,
businesses need to be clear on how each channel supports
their customer engagement strategy. Organisations may
invest in fewer channels to guarantee excellence and
integration, or focus on key channels suitable to their
customers’ expectations.
demonstrate the value
Organisations can do more to demonstrate to customers
the value of engaging through emerging digital channels.
Our research shows consumers are less clear on the role
of social media and mobile to interact with organisations
compared to online. This presents an opportunity to
demonstrate how social media and mobile can enrich
customers’ experience and interaction with organisations,
particularly as more consumers use tablets as the primary
device to transact online.
Blend the best of mature channels with potential
of the new
Blending traditional and digital channels while finding ways
to provide a consistent experience will be a key focus for
organisations seeking to improve the customer experience
and meet consumers’ future expectations. For instance,
organisations are turning to interactive tools such as web
chat to personalise the experience they offer. Contact centres
are also emerging as the centralised point to coordinate
interaction with consumers across online, mobile and social
media and will play a more pivotal, coordinating role for
many multi-channel strategies.
Organisations may evolve beyond multi-channel to ‘omni-
channel’, which refers to the seamless integration of multiple
channels, as they blend traditional and digital experiences.
This may enable consumers to research online, try products
in-store and buy from an app in a seamless, integrated way.
Retail is already embracing this notion and other sectors may
look to emulate the omni-channel approach over the next
few years.
Technology will continue to be an important strategic
asset to enable organisations to fulfil these goals
Our research shows that businesses continue to adopt
cloud services to make their business more flexible to
meet customer needs; they are investing in mobile apps and
mobile payments to enrich their customer experience; and
they are embracing the opportunity that 4G and the NBN
present to enhance their business. The big data approach
will also help organisations get a single view of their
customer to better service their needs.
We realise that every organisation has unique circumstances
to consider. I hope our report helps you navigate these
changes to better respond to your customers’ needs.
On behalf of Optus, I wish you every success in the future
of your business.
With the proliferation of social
networks, smartphones and
tablets, organisations are expanding
how they connect with customers.
JOhN PAITARIdIS, Optus Business Managing Director