I was thinking recently about what multichannel performance should be measured against, and have come up with 10 indicators of multichannel performance:
- AVAILABILITY Give customers a choice of channel based on their preferences.
- AWARENESS Make customers aware of all channels available, with channels promoted from other channels.
- PULL To drive channel shift, the channel shifting ‘to’ needs to have a better customer experience
- CONSISTENCY Provide a consistent experience across channels, whilst utilising the benefits of each channel.
- UNDERSTANDING Regardless of channel choice, make sure customers gain the understanding they need to effectively engage with the products.
- ENGAGEMENT Pull customers into deeper engagement within their preferred channel.
- OPTIMISATION Optimise the Customer Experience of each channel.
- INTEGRATION Each channel is aware of previous customer interactions, regardless of channel.
- PRODUCTS Produce quality products which meet customer expectations and requirements.
- MEASUREMENT Get the right Customer Experience measures in place.
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