Outside objective view and consumer feedback all along the phases and omnichannel customer journeys.
Competitor and Best Practice Omnichannel Initiative Benchmarking
Omnichannel Mhe Retail Index provides a review of over 150 retail chains acrosss major subsectors in Spain. 100 attributes are included and weigthed following consumer feedback in the main areas
- Web
- Mobile
- Store
- Services
- Marketing
Consumer Feedback
Ad hoc consumer research online to determine satisfaction levels, perception and potential prescription along the different phases in the journey. (Promoters and Detractors)
- Awareness
- Browsing and information
- Decision
- Transaction
- Delivery/execution
- After sales service
- Loyalty / proactive recommendation
Product and Pricing
Selective competitor benchmarking and owns store to assess
- Mix of products/services
- Assortment width/choice
- Price architecture. Entry prices, average prices, exit and more frequent prices per product category. Number of price points
- Weights and balance of relevant product segments
Operations and Customer Interactions
Operational mapping of core activities along relevant customer journeys
- Moments of truth in customer journeys
- Positive and negative sentiment in the interactions
- Integration and synchronization of channels involved
- Functions and roles in the organisation
- Technology and device requirements
Identification of opportunities to improve. Priorities
Identification and evaluation of those actions that have a higher impact in the customer experience
- Consistency and internal best practices across the chain
- Well defined journey tipologies such as “first time”, “non active customer” and “proactive promoter”
- Drivers to generate a more qualified visitor flow into the stores
- Customer perception and reality check
- Gap analysis client vs employees perception
- Prioritisation based upon estimated return, how difficult to execute, time and resources required
- Specific follow up KPIs to include and exclude
