In telco and utilities the customer moves between shop, contact centre and app — and the experience breaks at the seams between them. We measure all three channels with the same grid, so the cross-channel promise actually holds.
A customer is sold one thing in the store, told another on the phone, and finds a third in the app. These seams between channels are where complaints, mis-selling and churn are born. To fix them you have to measure the journey end-to-end, not one touchpoint at a time.
Advice, transparency and the quality of the sale in the physical shop.
Mystery Call on response time, competence and resolution — inbound and outbound.
App, chat and self-service journeys, measured as the customer actually uses them.
The same promise honoured from shop to phone to app — the root of retention.
IT