From Good To Great In Omni-Channel Customer Service Design

In previous times omni-channel design was guided by the drive for ‘digital first’. As advice this is no longer sufficient. For instance, how do you create the right balance between automated delivery and the human touch? How do you figure out when a bot can augment or substitute live assistance? Can we anticipate when this improves or degrades a service experience?

Choices are increasingly complex. We can engage with customer by voice, text and video. We can do this reactively or proactively. Engagement can be offered as a live service, automated service or a blended service. These service conversations can flow across devices and communications channels. So how do we design service experiences that work for both the customer and brand?

The answer lies in a complete overhaul of your design framework.


Additional information

Why attend

  • How to increase adoption of new digital channels
  • How to reduce demand for more expensive channels
  • How to prioritise new channel investments
  • Improving your omni-channel service design skills
  • Updating yourself on customer service engagement trends

Course Details

  • The principles of effective omni-channel service design
  • How to use the omni-channel design framework
  • How to set up a profiling programme to segment customers’ digital preferences
  • How to evolve customer journey mapping for omni-channel service design
  • How to select the right channel mix for assisted and self service
  • A detailed review of the latest voice, video and text service channels

Learning Experiences

  • Latest use cases that show what is now possible
  • Regular table debates to digest and develop new ideas
  • A3 template style worksheets to capture strategy and roadmap planning
  • All masterclass slides available in original format for reference and internal educational use
  • Optional mentoring after the masterclass to help transfer new thinking to team members, critique detailed strategies as they emerge and co-design associated transformation plans to help embed new competencies

Who Attends

Directors or Heads of Customer Service, Customer Experience or Operations and Senior Managers  who recognise the need to improve their current ability to satisfy customer expectations for channel and device choice when engaging in service tasks

About the Trainer

Martin Hill-Wilson, an independent consultant with a long-standing track record in customer engagement strategy and implementation. Martin was involved in the very first wave of contact centre implementation during the 1980’s with the Merchants Group, one of the first BPOs. He ended up as CEO. He is a well known international keynote speaker, trainer, consultant, strategist and facilitator, and chair for contact centre and customer engagement conferences. He is also a global authority on social customer service and co-author of ‘Delivering Effective Social Customer Service’. Martin enjoys stimulating people to see their worlds anew, then help them develop a better mousetrap. Over a career that has included CEO, trainer, consultant, strategist and facilitator, Martin has maintained his interest in the customer agenda.

Previous course feedback

“Increased my knowledge and awareness in this subject hugely. Actual cases where IA has been successfully implemented were really useful, particularly around ROI.” Ireen Lock, Head of Site/Operations Manager, The AA
“Always great workshops with Martin. Thought provoking theory that actually translates to practical models for improvement.” Leon Shouksmith, Marketing Account Manager at GM Financial
“Thanks for yesterday. The team enjoyed the training and learnt a lot.” Bian Salins, Head of Social - Digital at TSB

Course features


1 day (8 hours)

Course Date:

Please enquire


Blue Fin Venue, London


£595 + vat (Early bird pricing and group discounts available)

Led By:

Martin Hill-Wilson





Contact Us:

Daniel Keen - Membership Sales
Direct: 01932 506 306

Dan Skinner - Membership Sales
Direct: 01932 506 307
Early bird pricing and group discounts are available.
Please enquire if you prefer an on-site version.

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