How Are Brands Measuring Omnichannel Experience?

Many are asking customers directly

Author: Maria Minsker

September 6, 2017

Brand marketers worldwide are more likely to measure their omnichannel customer experience performance by collecting customer feedback than by looking at quantitative metrics like transaction volumes and conversion rates, according to new research from the CMO Council.

Over half of the marketers surveyed said they use customer feedback in the form of online surveys, polls and posts to measure their omnichannel customer experience performance. More than four in 10 (43%) looked at customer retention to measure experience quality, and 38% considered social media analytics.

Though transactions and conversions are no doubt positive performance indicators for any business, these metrics were less likely to be used to measure the effectiveness of an omnichannel experience. Just one-third of brand marketers used conversion and upsell rates as omnichannel experience benchmarks, and 36% used transaction volumes.

This is likely because marketers are coming to the realization that a good omnichannel experience involves more than a purchase, which only reflects the final step in a customer’s journey.

There isn’t a single channel or touchpoint that has an overwhelming amount of influence on consumers’ purchase decisions. Rather, each purchase involves a slew of digital and physical touchpoints. For example, although 37% of brand marketers consider digital advertising to be one of the most influential touchpoints, almost as many—34%—say the same about in-store sales representatives, according to separate research from the CMO Council.

It’s no surprise, then, that marketers would be more inclined to look at customer feedback and retention as more holistic indications that the omnichannel experience they’re delivering is effective.

As they continue to move toward an omnichannel model, delivering a top-notch experience remains a challenge for many marketers. Some 45% percent of brand marketers polled by the CMO Council said they still struggle with having the necessary talent, technology and processes in place as they embrace omnichannel marketing.

Photo credit: Jennifer Burk on Unsplash


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