Worksheet

Omni Core

What will the customer actually experience, across every channel?

How to use it

Each area of the Omni Core gets its own page. Its working parts are set out as prompts — not a form to complete, but the things worth having a view on. The last part of each page lists what the area touches in the other cores, because a position taken here usually commits something there.

Read about the Omni Core

The Omnigoal · Omni Core · What will the customer actually experience, across every channel?

Customer Journey Mapping

The whole relationship as the customer experiences it — including the parts after the purchase, where most of it happens and least of it is designed.

ForDate

  1. Mapping the journey

    What dealing with the organisation is like, contact by contact and in between, across the whole relationship — including the waiting, the repetition and the internal activity behind each step.

  2. Moments that matter

    The few points that disproportionately determine how the whole is remembered, identified, not assumed.

  3. Channel handovers

    What happens when a customer moves between channels or functions, which is where context is lost and where the experience most often fails.

  4. Redesign

    Changing the journey deliberately, with the internal changes that requires.

What this touches elsewhere

  • Market Core — How the buying decision forms is mapped under Customer Journey, where the boundary between the two maps is stated.

  • Business Core — Most journey failures are process failures, and the process belongs to whoever runs it.

  • Brand Core — The promise is kept or broken here, at the touchpoints more than in the wording.

  • Data Core — Journey measurement requires instrumentation designed for it rather than assembled afterwards.

The Omnigoal · theomnigoal.com · CC BY 4.0 · Andreas Baggesen

The Omnigoal · Omni Core · What will the customer actually experience, across every channel?

Customer Feedback

What customers tell you about the experience: gathered where they will answer honestly, read for what it actually says, routed to whoever can act, and returned to the person who raised it.

ForDate

  1. Gathering it

    How feedback is collected, from whom, and at what moment — designed so that the people who would not otherwise speak are represented.

  2. Reading the signal

    Separating what recurs from what is loud, and reading content as well as scores.

  3. Routing

    Getting each piece of feedback to whoever can actually change the thing it concerns, which is rarely the function that received it.

  4. Closing the loop

    Telling the person what happened.

What this touches elsewhere

  • Customer Journey Mapping (Omni Core) — Feedback is the fastest way to find where the journey actually breaks.

  • Business Core — Most feedback concerns a process, and acting on it means changing that process.

  • Brand Perception (Brand Core) — What people believe the brand means, customers or not, is measured under Brand Perception, where the boundary with feedback is stated.

  • Data Core — Feedback is data with a known collection bias, and reading it requires knowing which.

The Omnigoal · theomnigoal.com · CC BY 4.0 · Andreas Baggesen

The Omnigoal · Omni Core · What will the customer actually experience, across every channel?

Customer Support

What happens when something goes wrong or someone needs help: how they reach you, whether it gets resolved, what they could have solved themselves, and where it goes when it cannot be.

ForDate

  1. Getting help

    How customers reach support, how easily, and whether the route matches the urgency of what they need.

  2. Resolution

    Whether the problem actually went away, measured properly, not through response times and closure rates that can be met without solving anything.

  3. Self-service and knowledge

    What customers can resolve without contact, and whether the material is good enough that they would choose to.

  4. Escalation

    What happens when the first line cannot resolve it — where most of the memorable failures occur, because the customer repeats themselves and waits.

What this touches elsewhere

  • Customer Feedback (Omni Core) — Support contacts are feedback with a problem attached and are the largest untapped source of it.

  • Business Core — Most support volume originates in a process or product problem that belongs to another function.

  • Brand Core — Support is where the promise is tested, and a recovery handled well is remembered better than nothing going wrong.

  • Data Core — Contact reasons are among the most useful data an organisation holds and among the least analysed.

The Omnigoal · theomnigoal.com · CC BY 4.0 · Andreas Baggesen

The Omnigoal · Omni Core · What will the customer actually experience, across every channel?

UI and UX Optimization

Making the things people actually use work: understanding how they are used, deciding deliberately, testing changes rather than assuming them, and being usable by everyone.

ForDate

  1. Understanding use

    How people actually use the thing, established by watching instead of inferring from analytics.

  2. Design decisions

    What is being changed and why, with the reasoning recorded so that a later change does not undo it for reasons nobody remembers.

  3. Testing changes

    Establishing whether a change improved anything, on a measure agreed beforehand, with enough volume to be readable.

  4. Accessibility

    Whether the interface works for people using assistive technology, keyboards only, or with impaired vision or motor control.

What this touches elsewhere

  • Customer Support (Omni Core) — Support contacts are the cheapest available list of interface problems, and it is rarely read as one.

  • Market Core — Conversion problems in the buying journey are frequently interface problems.

  • Brand Core — The visual system constrains interface design and should not prevent it from working.

  • Business Core — Accessibility is a compliance obligation in most jurisdictions and belongs in the register.

The Omnigoal · theomnigoal.com · CC BY 4.0 · Andreas Baggesen

The Omnigoal · Omni Core · What will the customer actually experience, across every channel?

Personalization

Changing what a customer sees based on what is known about them — deliberately, within limits, and only where it demonstrably helps them rather than only the organisation.

ForDate

  1. What is personalised

    Which parts of the experience change by person, and what the customer gains from each.

  2. The signals

    What the personalisation is based on — stated preferences, observed behaviour, inferred attributes — and how reliable each is.

  3. The limits

    Where the organisation chooses not to personalise, and why.

  4. Whether it works

    Evidence that the personalisation improves something for the customer as well as for the organisation, tested, not assumed.

What this touches elsewhere

  • Data Core — Personalisation runs on collected data, and the purpose it was collected for constrains this use.

  • Brand Core — Personalisation that misjudges someone damages perception more than a generic experience would.

  • Market Core — Segments are defined there; personalisation is what is done differently for each.

  • Business Core — Every personalised variant is something to build, maintain and get wrong.

The Omnigoal · theomnigoal.com · CC BY 4.0 · Andreas Baggesen

The Omnigoal · Omni Core · What will the customer actually experience, across every channel?

Loyalty Programs

Deliberate mechanisms for rewarding continued custom: what the mechanism is, whether it pays for itself, whether it changes behaviour at all, and how it ends.

ForDate

  1. The mechanism

    What the programme actually does — what earns, what is earned, and what it can be exchanged for.

  2. The economics

    What the programme costs, including the liability that accumulates, and what it returns.

  3. Behaviour change

    Whether members actually behave differently because of the programme, established by comparison rather than by assuming that members buying more is the programme working.

  4. Winding down

    How a programme ends or changes without the change being experienced as a betrayal.

What this touches elsewhere

  • Business Core — The accumulated point liability is a real obligation and belongs in the financial reporting.

  • Monetisation (Business Core) — A loyalty programme is a pricing decision, and its cost comes out of the same margin.

  • Brand Value (Brand Core) — Loyalty itself — behaviour and attitude — is defined and measured under Brand Value, where the boundary with this object is stated. This object owns the mechanism and whether it moves that measure.

  • Data Core — Establishing whether a programme changes behaviour is an incrementality question and needs designing as one.

The Omnigoal · theomnigoal.com · CC BY 4.0 · Andreas Baggesen

The Omnigoal · Omni Core · What will the customer actually experience, across every channel?

Omnichannel Integration

Making the organisation behave as one thing across every channel a customer uses: one identity, continuous state, comparable capability, and no visible seams.

ForDate

  1. One identity

    Recognising that interactions across channels involve the same person, which is the precondition for everything else in this object.

  2. Continuity of state

    Carrying what happened in one channel into the next, so that a customer does not restart.

  3. Channel parity

    What can be done in each channel, and whether the differences are deliberate.

  4. The seams

    Where the joins remain visible to the customer, and which of them matter.

What this touches elsewhere

  • Customer Journey Mapping (Omni Core) — The handovers identified in the map are the seams this object works on.

  • Data Core — Identity resolution is a data problem before it is an experience problem.

  • Market Core — Sales and marketing channels are part of the same experience whoever owns them.

  • Business Core — Most integration failures follow organisational boundaries, not technical ones.

The Omnigoal · theomnigoal.com · CC BY 4.0 · Andreas Baggesen