Model dimension · 02 / 08
Do your channels work together or compete against each other?
Channel management measures how touchpoints are articulated so customers can move between them without friction.
Maturity levels
How does channel management look at each level?
0
Non-existent
Channels operate without coordination and the customer cannot transfer an interaction.
1
Emerging
Channels are available, but information does not flow between them.
2
Multichannel
Some channels share basic data, although the experience still differs.
3
Transitioning to omnichannel
The customer can switch channels in most cases without losing context.
4
Managed omnichannel
Channels are integrated and share transaction, shipping, and stock information in real time.
5
Optimised omnichannel
The experience adapts to the customer and channels are continuously optimized based on behavior.
Warning signs
Does any of this sound familiar?
The customer must repeat information every time they switch channels.
The website, store, and call center show different prices, stock, or promotions.
There is no visibility of an order or service status beyond the channel where it started.
Channels are measured by independent KPIs that incentivize competition.
Frequently asked questions
Common questions about channel management
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