Multi-Channel Optimisation

Our Service

Today’s consumers are increasingly social, selective and well informed, typically interacting with a company via multiple channels: Email, chat, telephone, online, SMS and social media. In turn, they expect a faster and more personalised customer service; and if demands and expectations are not met, that same technology can be used to tell friends, network, and indeed the whole world about it. Making it more important than ever to get it right!

Our Multi-Channel Optimisation service has been developed to help companies:

  • Deliver a world-class joined-up customer experience regardless of the media used
  • Meet the demands of today’s multi-channel society
  • Leverage the customer experience to increase brand loyalty

We look in detail at the journey a customer takes across the communication channels that a company offers. We advise clients how to make those customer interactions more profitable by looking at three key elements: People, Process and Technology.

multi-channel optimisation framework process

Our Typical Client

Our Multi-Channel Optimisation service is aimed at clients who are:

  • Offering or need to adapt to offer their customers the ability to interact with them via a combination of telephone, email, web, SMS, fax, printed mail and social media.
  • May have competition from several other companies, and are looking to differentiate themselves; seeing excellent multi-channel customer service as core to providing a world-class customer experience in today’s digital world. Our experience shows that early adopters of true multi-channel customer contact strategies usually come from the retail, B2C manufacturing, travel and leisure industries

Typically, this is a solution that mature businesses and agencies – who are on the journey to digitally transform to (re)gain the advantage – require, but we have also deployed this solution for high growth businesses as part of their drive to maturity and continued growth.

Our Proven Methodology Framework


We perform an audit of the channels that your customers and prospects have available to contact your organisation, including metrics, customer satisfaction measurements, and current technical architecture.


We help you create visual maps that show how your customers interact with you as they go through the various lifecycle phases. We look at customers’ objectives, emotions and outcomes.

Touch Points

By analysing the customer journey maps, we show you how to review all the touch points customers have with you, and where you can make or break your relationship with them, and achieve multi-channel optimisation.


We focus on two or three customer journeys that have the biggest potential to increase customer satisfaction, loyalty and revenue, and drill down into the touch-points for improvement.


The cross-functional nature of the customer journeys means it is essential to have senior stakeholder buy-in from across your organisation before you can start implementing the remediation plan.

Plan, Fix, Measure

We define a plan that yields the highest value for the lowest effort, and structure a programme of change with key success criteria.

This framework is flexibly structured to allow clients to select the breadth and depth of the insight required, to meet their budget and needs.

The Benefits

  • Single View: Our framework delivers a single view of your customers’ experiences across the various channels and departments
  • Brand Consistency: Differences in the customer experience across channels can be addressed and removed, ensuring consistent brand awareness and messaging
  • Internal Alignment: Where different channels are supported by separate functions, we help you develop cross-business alignment across the organisation
  • Moments of Truth: Our methodology helps uncover those pain points or ‘moments of truth’ that can delight or frustrate customers and prospects
  • Roadmap for Change: We deliver a prioritised roadmap that will allow you to implement a structured change programme, and measure the success of those initiatives
  • Prioritisation: If your company has internal projects planned or in progress, our framework helps to assess the impact of those projects on the customer experience, and helps you set development priorities

Practice Leadership

Richard Morecroft
Richard MorecroftSenior Partner, Strategy, Leadership & Innovation
For more information please contact Richard Morecroft