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How Do You Measure Multichannel Success?
Yes, we all know that customers want a consistent experience across channels. And we know that the online channel is growing as a key customer touchpoint. But intuition and common sense don't always have a place in the financial statements. So how do you know if your multichannel strategy is affecting the bottom line?
Today's lead story in 1to1 Weekly highlights a new Forrester study on the subject. According to Forrester, there are four metrics companies should consider when measuring cross-channel success: the total number of hybrid customers, the distribution and spend levels of those hybrid customers, cross-channel conversion, and customer spend with competitors by channel.
Of course, in order to do that, you need to have your multichannel house in order first. Many companies still lag behind in the basics, so the idea of metrics is a long way off.
How is your company handling its multichannel strategy? And as a consumer, do you know of any companies doing it particularly well (or particularly poorly)?
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