I would like to have a go at this one.
Summary:
1. create inventory of customer goals per channel and/or application
2. measure succesrate per customer goal on all channels and/or applications
3. measure satisfaction(or effort score) per customer goal on all channels and/or aplications
4. decide on strategic omnichannel approach with new insights
We see that most companies have a broad range of applications and channels lined up to interact with our customers with the sole purpose of facilitating customers to acheive their goal. This goal could be something like, setting up an account, buying a productor add-on, getting help with installation, or simply installing something. As a company we should aim to facilitiate this as effective and seemless as possible and in the most cost-efficient way. Right?
If so, we should start measuring exactly that. for tis, it is key to know what platform, channel, application or front-end in your business is facilitating what set of goals. When you have your inventory ready on your most valuable goals on all your channels, you can start measuring the performance per goal, per channel or platform.
Do this by measuring Succes Rate of you goals on all touchpoints and then ask your customers how they experience the journeys your teams build towards it, or how they experience they way that your stores or call-centers facilitatethem towards those goals(there could be more than one journey leading towards the same goal).
Once you have these insights, you can start quantifiying your channels and platforms and start diverging you customers to the most cost efficient channel or the channel with the highest satisfaction.
My 2 cents. :)
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Kevin Quast
VodafoneZiggo
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Original Message:
Sent: Nov 01, 2018 09:07
From: Zaheer Ahmed
Subject: Measuring customer experience
How do you effectively measure your customer experience in the current environment? I am also interested, how do we balance the economics of delivering great customer experience?
#CustomerExperience
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Zaheer Ahmed
KPMG International
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