In an increasingly omnichannel world in which recent events have accelerated digitalization and adoption of new distribution channels, brands need to ensure their channel strategies are being implemented consistently and maximized across markets.
Featuring several sector-based case studies, this paper sets out to support those charged with measuring and managing the performance of the channels in their organization – physical, contact center, and digital – to understand the fundamental questions that need to be answered, and where to act.
We identify three focus areas to consider when measuring and managing channel performance:
- The SIZE of the prize: Whether growing an existing product or service in a new area, or launching something completely new, understanding which channels offer the greatest growth potential, and how competitors stack up, is essential.
- The MEASURE of brand delivery: If a brand’s messaging is not consistently carried through to the experience and delivery of a brand’s offer, the so-called ‘promise delivery gap’ results in unhappy customers, low CX KPIs, increased complaints and churn, and a downturn in sales.
- The activities/interactions that DRIVE sales: Each customer entering the shopping space is an opportunity to grow business, so long as the right offer is in front of them, at the right moment, and in a way that will keep them coming back.