We know that brand messaging matters , but if that brand messaging is not consistently carried through to the experience and delivery of a brand ’ s offer , the so-called ‘ promise delivery gap ’ results in unhappy customers , low customer experience , increased complaints and churn , and a downturn in sales .
CHANNEL PERFORMANCE
Why Businesses Should Measure Channel Performance
By Antony Ngure
In an increasingly convergent world in which recent events have accelerated digitalization and adoption of new marketing and distribution channels , brands need to ensure their channel strategies are being implemented consistently and maximized across markets .
This is why , channel performance measurement has increasingly become an integral part of any business . Whether you are growing an existing product or service in a new area , or launching something completely new , understanding which channels offer the greatest growth potential , and how competitors stack up , is essential .
By measuring the performance of different marketing and distribution channels , businesses can determine where to invest to maximize their return on investment . This makes it easy to effectively allocate resources such as financial , human , and time .
Whether an organization is seeking to organize and make use of available data or gathering new data to act on , there are three essential considerations to consider when measuring and managing your channel
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performance . These are the size of channel opportunity ; the measure of brand delivery in terms of promise and compliance and the activities or interactions that drive sales .
Once a business can handle those three key issues then it can focus efforts to improve ; maximizing the channels it is operating in , delivering on product , service , and regulatory demands at the frontline , and understanding fulfilment of the products or services it offers - ultimately improving the experiences of customers and business results .
To begin with , sizing channels effectively enables your organization to set clear targets and establish indicators of success along the way . To understand the size of the prize there are several key factors to consider depending on where you are in the offer life cycle . These are competitive landscape in an existing market , category / brand / product share , and relevant customer segmentation and profiles .
Channel sizing measurement is a complex endeavor , especially in developing markets where desired datasets on which to base calculations are not always readily available .
We know that brand messaging matters , but if that brand messaging is not consistently carried through to the experience and delivery of a brand ’ s offer , the so-called ‘ promise delivery gap ’ results in unhappy customers , low customer experience , increased complaints and churn , and a downturn in sales .
Customized programs may be called upon to drive high levels of accuracy to inform investment-heavy decision making , channel entry , and growth strategies .
The measure of brand delivery on the other hand helps organizations recognize success factors and improvement needed to deliver against brand promise and compliance . The key factors to consider here are Customer Experience and Service Performance .
A customer ’ s experience of a brand encompasses all the interactions they have , within and across channels - physical , contact center , and digital - as well as the experience of the actual product or service offer , brand communications they see , and beyond . We know that brand messaging matters , but if that brand messaging is not consistently carried through to the experience and delivery of a brand ’ s offer , the so-called ‘ promise delivery gap ’ results in unhappy customers , low customer experience , increased complaints and churn , and a downturn in sales .
Understanding what it is like for a customer to interact with your brand across the channels end-to-end will ensure you have the right frontline staff , equipped with appropriate training to deliver on your value proposition , act in alignment with brand guidelines , and comply with regulatory demands . When deployed correctly , the right measurement tools can act as an early warning system , helping you address issues before they translate into poor business results .
Measuring the human connection between frontline staff and customers should be included in your organizational metrics . Face-to-face interactions are more important than ever , as they may be less
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