Due to the rapidly advancing digitalization, the topic of omnichannel is also moving more and more into the foreground. Because it increasingly relies on new technologies to guarantee your clientele a new and consistent sales experience across all channels. However, it is just as important to pay attention to the right omnichannel KPIs or key performance indicators in order to make success transparent and specifically measurable.
What is omnichannel?
Omnichannel management is a sensible further development of the multichannel concept. Although customers already have access to many different channels in multichannel to obtain a service and advice (branch, website, e-mail, etc.), these channels all act independently of each other and do not exchange information and previous communication with the customer.
So when a potential buyer seeks advice online, employees in the stores don’t hear about it. This is because they do not have access to this information and your clientele will have to explain their questions and problems all over again on the spot. This can quickly lead to a frustrating experience, which is subsequently not infrequently equated with poor service.
This is precisely where a uniform omnichannel
as well as communication can remedy the situation. Because customers are the absolute focus and the various channels take a back seat to their interest. While this also benefits you as a company quite considerably, it is not always so easy to make this success visible. Suitable omnichannel KPIs are therefore required.
Define the most important omnichannel KPIs
The customer journey generally comprises five important steps or phases that help you define the right KPIs for your own omnichannel strategy. In order to find the right KPIs, the customer journey must first be understood.
1. attention (awareness)
In the first phase, the potential consumer often asks himself what problem needs to be solved or what need needs to be satisfied. Today, thanks to modern technology, he often does this with the help of a search engine, which can provide the first clues. But suitable advertising can also set the right impulse and generate attention.
In today’s everyday life, however, it is becoming increasingly difficult to successfully master this important first step. After all, the permanent sensory overload in the media and social networks makes it difficult to create the necessary awareness for products or services. That is why a professional Marketingwhether on the Internet or at the point of sale, is more important today than ever before.
2. consideration (Consideration)
After the problem or need is defined, a targeted search for a solution then follows in the consideration phase. This often leads to in-depth research and the first active contact with a provider. This person should of course be able to find a suitable solution.
From the second phase onwards, unified omnichannel communication can play a decisive role in the further customer journey. This is because a potential customer may approach the provider and seek advice online or offline for the first time. Then all the advantages and disadvantages are weighed against each other before a decision is made.
3. decision (Decision)
At this stage, a potential customer may have already decided on the solution, but they still need to be persuaded to make the final purchase. Test or trial articles as well as convincing advice can be excellent means to this end.
So a targeted sales promotion not only help generate a lot of attention. It also supports interested buyers in their purchase decision, for example through sampling and tasting or professional advice.
4. customer service (service)
The service phase deals with after-sales service during and after the sale. Here, among other things, the sales processing or the possible shipping of the goods are in the foreground. The goal should be to convey a positive image at the closing as well, in order to be able to properly initiate the important loyalty phase.
In online business, of course, a robust and easy-to-use platform or website is of very high importance. In stationary retail, the training and experience of the employees often decide how to proceed to the next stage.
5. loyalty (promotion)
The final step is to ensure that the product or service meets expectations. In addition, loyalty can be further targeted with promotions or product-specific enhancements. After all, customers should ultimately also act as promoters and make their recommendations.
If this is successful, both customer satisfaction and long-term customer loyalty are guaranteed. In addition, your own clientele helps to generate and increase further interest among potential buyers. As a company, you benefit twice over from a high level of loyalty.
Development of a suitable omnichannel KPI model
Using the customer journey, the phases, channels and KPIs can now be transferred into a meaningful KPI model that can help you visualize and optimize your success.
However, it is also important to take a holistic view here in order to be able to recognize the cross-channel effects. In particular, common e-commerce KPIs such as click-through rate or visit duration are also relevant for on-site purchase decisions in an omnichannel strategy.
This is also referred to as theROPO effectwhere customers do their research online and end up making purchases in bricks-and-mortar stores. Unified omnichannel management can, of course, further enhance this effect.
A holistic omnichannel strategy can help you create an exceptional customer experience. But it can also be harder to implement on the other side, especially because many cross-channel effects are difficult to see. This is exactly where the right omnichannel KPIs help to make all successes transparent and clearly measurable.
This enables you to identify important dependencies and interconnections between all channels and optimize your customer journey. With a uniform Concept you succeed in marketing even better. As a result, not only is customer satisfaction increased, but sales, whether online or offline, are also increased.
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Author: Ron Draudt
- Cover image: Adobe Stock
- Image 2: Adobe Stock