SAP ID: 500066031 Assignment 2

Er. No : R600218030

What performance indicators would you use in a multichannel environment where the
contact centre is responsible for lead generation, sales and customer service, where the
internet supports all phases of the customer buying cycle and the sales function is used
purely to generate leads and 'close the deal' (and not for relationship building or after-sales
activities)? What problems do you see occurring?

In a Multichannel environment, the interaction with the customers happen using a combination
of indirect and direct communication channels(Viz., websites, retail stores, mail order
catalogues, direct mail, email, mobile, etc.,) and enables customers to buy product or service
using the channel of their choice. A contact centre is also a channel which guides the customers,
in a nutshell, the contact centre typically includes one or more call centres, but may also include
other types of customer contact, including emails, webchats and social media interactions.

The factors that indicate the performance of such channels are as follows but not limited to:

1. The number of people that are reached through the channel.

2. Experience of the customers at the touchpoints.
3. Accessibility of the channel.
4. Revenue and margins generated against the investment made in facilitating such
channel(s)
5. The results that are generated, is it from a single channel or by the combination of
channels
6. The lifetime value of customers.
7. Database Hygiene.
8. How many leads have been converted into customers ever since the channel is
functioning
9. How many high-quality leads are generated?
10. Performance can also be measured by scaling various channels (Viz, Conferences, Email
marketing, Search Engine Optimization, Webinars, Paid search etc.,)

The problems arise when the customers are forced to use a particular channel due to which the
company might lose customers as they would switch to the other company, who are willing to
serve the customer through their channel of choice.

Also every time the organization needs to change the infrastructure of the channel failing to do
so might result in losing a business opportunity, the excess cost is created or in the worst-case
scenario, the organization could lose a customer (s).

By: Naveen Kenchanagoudar

MBA-LSCM