Why omnichannel measurement is the holy grail of customer experience
Most brands still view the customer experience as the sum of individual, independent parts: a website, a mobile site, an app, a call center, a store or a branch. This view can make any and all efforts to improve the overall experience difficult and confusing. Allow me to explain…
Every time a customer has an interaction with a company in any channel, they’re forming impressions about the overall brand. A bad experience on a brand’s website might prevent them from going into your store. A frustrating face-to-face interaction with an employee might cause them to call your contact center, costing you more money. A frustrating purchase experience on mobile might lead to a lost sale. And any of these examples of faulty experience could cause you to lose the customer entirely.
So, what, you may ask, is the solution? Omnichannel measurement, a holistic view of the overall customer experience that allows you to improve that experience within specific channels and touchpoints. In other words, a strategic view with one common metric enables tactical changes that actually impact the bottom line.
It’s the holy grail of CX measurement.
But getting to this stage of CX maturity is tough. Business units are siloed, and have separate budgets, different tools, and competing internal priorities. Here are some ideas that should help guide your company’s efforts to measure from an omnichannel perspective:
- Connect digital CX to ROI. Once you are measuring and gaining insights across all aspects of the digital journey (desktop web, mobile web, tablet, and apps) and are armed with a full view into the digital customer experience, tie your data, insights, and CX improvements directly back to business results. To champion CX across the customer journey and across the organization, you need to prove its bottom-line impact.
- Be the change you wish to see. Very few brands have one internal champion with insight and authority over the customer experience across the whole customer journey. If you don’t have a cross-functional CX champion at your company, maybe that someone should be you. Can you take the mantle of cross-channel champion?
- Build a cross-functional team that shares CX insights and priorities. It’s impossible to tackle the attribution puzzle without gathering the right people in the room on a consistent basis. Keep each other accountable by convening a cross-functional team – a CX center of excellence – that meets at least monthly to share CX data, insights, and action items. If you have a separate insights or research group, make sure they’re in the room.
- Make the case for standard measurement across all major experiences. It will be very difficult to affect holistic change without a standard metric across all channels and touchpoints. It is not at all uncommon for large brands to have one metric or methodology in place in the call center, another in the store, and a third in digital. It’s not unusual but it makes prioritizing changes across business silos impossible.
- Look at priorities holistically, across the organization and within channels or functions, without regard to business or budget silos. Again, this is the holy grail of CX maturity: prioritize enhancements and improvements by the customer experience, no matter where their journey takes them or where they interact with you.
With these things in mind, your omnichannel measurement strategy will be off to a great start.
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