Are you really measuring your multi-channel customer experience?

The rise of multi-channel retailing served as the "starting gun" for a highly competitive race, taking place over a difficult and rapidly changing course. Actually, retailers have been running in two races simultaneously. One race is with their competitors, both old and new. The second is an innovation race with their own customers—and the customers have been setting the pace so far.

In the new world of multi-channel retailing, consumers' increased knowledge, sophistication and expanded range of choices have created new challenges for retailers. This ramp-up in "customer power" has fed consumers' demand to purchase the exact product they want, precisely when they want it and through the channel they prefer. And far from slowing down, consumers continue to adopt new technologies at a pace that far outstrips most retailers' most ambitious plans.

The key to retailers' gaining ground in this innovation race has been, and continues to be, creating a seamless, positive customer experience in all channels. One of the first steps toward this goal for any retailer, large or small, is measurement.

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Are you really measuring your multi-channel customer experience?  (372KB)

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