Combine all feedback sources with your process data: The Customer Journey in the 360-degree perspective
As a CX Dashboard, cx/omni combines all relevant feedback sources with process data from operational transactions into a 360-degree cockpit. This allows data to be assigned to touchpoints independently of organizational silos and from different systems and visualized along the customer journey.
The task of market research and customer research evolves away from the multi-year perspective and the implementation of annual quantitative market studies towards the provision of timely insights from real-time feedback customer surveys.
This results in the necessity to provide all data streams from own surveys, external panels and market benchmark data in role-based real-time dashboards. And all without system disruption at the same time in integrated role-based 360-degree CX dashboards.
The cx/omni Customer Intelligence Data Hub serves as the basis for building a multi-year CX Data Lake that enables high-performance data links.
“I want to collect any meaningful customer feedback along the journey, quickly identify painpoints and report insights to our management.”
The cx/omni CX Dashboard gives you a 360-degree perspective from a customer perspective.
Are you active in business-to-business (B2B) or business-to-consumer (B2B) business? With direct or indirect sales? Does e-commerce play a role? Depending on the business area, very different control key figures can be relevant in marketing. What all areas have in common, however, is that modern marketing also requires controlling and performance control, which make use of different data sources. The task of a marketing dashboard, also known as a 360-degree CX dashboard, is to prepare this data in real time and make it available visually.
When introducing such a dashboard, which visualizes all relevant marketing KPIs at a glance and thus functions as a brand control portal, a number of prerequisites should be considered. These can be summarized in the following five success criteria:
Success criterion 1: Adapt to the KPIs of the company objectives
Marketing key figures should match the general key figures of your corporate strategy. This may seem obvious, but is often ignored in practice. This strategic connection underlines the relevance of individual measures and makes them comprehensible and transparent for decision makers.
Success criterion 2: Consider the expectations of your decision makers
Do you know which key figures your top management wants? Since marketing is very visible and at the same time very cost-intensive, the management level will always have an interest in experiencing a cost-benefit ratio of these measures. That’s why you need to gather input from the key decision makers – first and foremost the CEO and CFO – to configure the right metrics from the start. This means you have the corresponding evaluations ready to visualize at the push of a button, either on request or as part of monthly reports, without having to repeatedly compile time-consuming spreadsheet evaluations.
Success criterion 3: Concentration on just a few key KPIs
What should you measure? Above all, for a dashboard, you have to be selective rather than lose yourself in detail evaluations. If necessary, you can still access the detailed data from the data sources. Experience has shown that you should prepare 8 to 10 key figures as the core of your dashboard. You should consider the above mentioned CEO/CFO indicators as well as those that are relevant for your internal marketing department.
It makes sense to break it down into categories and define the most important key figures for all categories:
Online key figures, such as conversions, word-of-mouth, cost-per-click,
Financial key figures, e.g. NPV, amortization, Customer Acquisition Cost (CAC), sales key figures, e.g. brand awareness, Net Promoter Score (NPS), customer satisfaction.
Last but not least, it makes sense to determine whether the dashboard can only be presented at the level of corporate communication or separately for product brands, regions or business units. When separating by product brands, regions or business units, it is important to ensure consistent data sources in order to ensure comparability of the key figures.
Success criterion 5: Define responsibilities
It is important to assign responsibility for individual key figures or groups of key figures to specific individuals. It is also important to set targets in advance for technical details such as update frequency, data sources or manual data consolidation on the one hand, and for the quality and timeliness of best-in-class values on the other.
There is certainly no panacea for measuring all marketing expenses perfectly and optimizing their performance to minimize wastage. Nevertheless, there is a growing realisation that marketing expenditure should be evaluated by linking it to sales performance data and that up-to-date marketing controlling requires up-to-date key figures for continuous campaign optimisation. The cx/omni 360 degree CX Dashboard provides the basis to organize and measure increasingly diverse and complex marketing campaigns across all channels.