Papers: Measuring multichannel effectiveness using the balanced scorecard

Abstract

How effective are your marketing and sales channels? This question was hard enough before the increase in channel options enabled by the internet and the call centre. It is made more difficult still by the tendency of today's customer to channel hop, picking up advice from one channel, transacting in another and receiving service via a third. As a result, tracking the effectiveness of a route to market requires a set of metrics and not just one measure. This paper discusses a balanced scorecard approach to the development of such a metrics set. It illustrates the approach with reference to a multichannel retailer, and discusses some implementation issues such as the impact on individual targets and rewards.