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Chapter 10
After you have implemented digital omnichannel, look back at your goals and benchmarks in Chapter 4.
Sales and marketing goals, along with associated pipeline and revenue, are most likely to be found and reported through your CRM. A proper integration between your CRM and customer engagement platform, paired with the use of channel-specific UTMs in referral links, reveals the full picture of how your omnichannel solution impacted your sales and marketing goals including:
Customer success metrics should be readily available to define, track, and measure right in your customer engagement platform. Your omnichannel solution should offer extensive reporting, making it easy to see how far you’ve come. These should include:
Comm100 offers reports that can be viewed by channel, agent, department, campaign, and visitor segment. Companies can view which departments or agents garner the highest CSAT ratings, best adhere to SLAs, and handle the largest workload.
Users of Comm100 can also track conversions by defining website actions they consider valuable, whether that be a content download, sign up, or purchase, and track which agents are best at influencing these actions. Each action can be scored so that the conversion report will tell you which agents are generating the most or least value.
Digital omnichannel reporting helps you assess whether a campaign or visitor segment is working as expected. Comm100’s conversion analytics helps you connect the dots between your conversations and conversions. See which interactions inspired customers to take a desired action, such as making a purchase, signing up for an account, downloading a content offer, watching a video, and more. Conversion details such as an action name, conversion time and achieved dollar value are captured in each chat transcript to help you keep track. Tie this back to proving your team’s ROI.
It’s always important to iterate your goals for the next period based on what you achieved and learned. Put what you’ve learned from your reporting back into your processes and use it to improve and inform your future goals.
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