Defining Your Digital/eCommerce Future

From working and collaborating with the top customer experience design practitioners in the World and leading strategic change for the last 20 years Greg Randall has developed a potent and proven methodology to help businesses understand what the future of their Digital/eCommerce needs to look like and behave like.

But why is this methodology so effective and why has it worked for every business that brings in Greg to activate this methodology on their business?

This methodology delivers two things:

1. Business executives all of a sudden "know what they don't know".
2. All priorities in terms of investing and focus effort become crystal clear.

Read more on both below.

None of the recommendations that come from this process is "Greg's" personal views. This process is a comprehensive "Customer Listening Device".

This methodology is designed to listen intently to two groups...

1. The business' customer (this drives retention)
2. The target prospect or target consumer a business wants to acquire in the future (this drives acquisition)

To activate the "listening disciplines" core to this methodology requires multiple sources of data.

Some examples...

1. Google Analytics to uncover performance issues and understand "What" is happening: a quantitative data set. Greg Randall is a specialist in insight gathering in GA.

2. Consumer demand research to understand what the market wants and needs: another quantitative data set.

3. One-on-one interviews with front-line sales staff and support teams to understand the customer/consumer pain points at that moment when he/she has buying intent.

Then it's about understanding what one-to-one interactions are needed to resolve these pain points. This becomes an important qualitative data set to understand "Why" certain behaviours are happening.

4. Live chat logs, social interactions, incoming emails, incoming logged phone calls: another qualitative data set to understand "Why" certain behaviours are happening.

This perfect blend of qualitative and quantitative data sets provides clarity as to every issue, why it's happening, and what needs fixing.

Understand why direct one-on-one interviews with customers do not work.

There are two other sources of information that inform the outputs in the final document:

Business Strategy:

What does the executive team want the business to look like in the future?

Business strategy influences decision making and prioritization and this is why this document is strategic.

Every change that comes from this process aligns with the future state of the business.

eCommerce/Digital best practice:

How can all these changes be applied so they work effectively?

eCommerce/Digital best practice is the glue that binds everything together. If best practice is not embedded in all recommendations, none of the changes will come to life in a way that will add business value.

And because Greg Randall has authored 5 books on eCommerce/Digital best practices, his knowledge in how all recommended changes must be set up and structured is comprehensive.

Once the methodology has run its course, the Executive team is handed a document that comprises two sections:

1. An Executive Summary
2. The Detail

Executive Summary:

This section of the document has the following characteristics...

1. It's written in business language so the executive team has a clear understanding of every recommendation.
2. Every recommendation is ranked by business impact and ease of implementation. This understanding of what is easy to bring to life that will drive online (and in-store) revenues is a key part in helping executive teams understand the priorities of what to invest in. And because these recommendations align to business strategy it contributes to laying down the long term foundation.
3. Recommendations are given ROI calculations which are conservative predicted revenue increases that can be realised if the business approves the recommended changes.

The Detail:

The rest of the document is all the data, all the insights, all the uncovered issues and all the rationale needed to construct how the recommendations came about.

Once the business receives and reads the "Future Document" they become excited because all of a sudden there is clarity: they now know what they don't know.

If the business wishes to embark on a project that brings the "Future Document" to life, Greg Randall collaborates with key people within the business and leads this change.

Greg Randall's decades of experience in eCommerce/Digital change combined with his Master's Degree in Business Change is a specialist in this crucial step. It's one challenge to see the future, but a completely different challenge to bring the future to life.

It is this ability to activate the strategic plan that sets Greg apart from all other consultants.

If you are struggling to define the future of your online channel, contact Greg now to ask your questions on how this methodology can help.

Call Greg on mobile 0477723474 or email greg@commaconsulting.com.au.