Metrics to Understand the Cross-Channel Customer
Companies that are committed to providing a superior customer experience face a common problem – how to evaluate and benchmark performance across multiple touch-points with consistent, insightful and actionable metrics that encompass the customers’ perspective? How many website clicks and page views are too many or too few? How much social media buzz impacts your bottom line? What’s the tolerance threshold for a call center call? Or the right amount of helpfulness for sales associates? Behavioral analytics are missing the contextual customer perspective that can yield insight to grow your business. Learn how to apply science and art to quantify intangible qualitative factors that influence and predict cross-channel customer behavior, not just report it.
This session will show you:
- A scientific approach to attitudinal analytics that complements behavioral metrics and provides a more well-rounded, accurate gauge of the cross-channel customer experience
- The difference between feedback and measurement analytics and why this difference is so important
- How to deploy a consistent measurement framework across multiple channels to keep the pulse of customer relationships on a continuous basis
About the speakers
Don Morrison, Vice President Sales, Foresee Results
Don Morrison, Vice President Sales, is responsible for continuing ForeSee’s growth. His focus is to leverage ForeSee’s existing multi-national client base, best-in-class methodologies, and research staff into a worldwide presence. He is also responsible for managing ForeSee’s continued development of strategic partnerships and channels of distribution.
Don has almost 30 years experience in sales management, consulting, and strategic planning including several international assignments. Prior to joining ForeSee, he was an executive for GMAC Commercial Finance and Compuware Corporation. Don has also held senior management positions with MascoTech, Inc., Coopers & Lybrand, and Deloitte & Touche.
Don received his MBA degree for Bowling Green State University and BBA degree from Eastern Michigan University.
