FAQ from our webinar ‘Omnichannel “myopia” in the post-Covid era: Importance of Cx benchmarking’
In our recent webinar ‘Omnichannel “myopia” in the post-Covid era: Importance of Cx benchmarking’ our experts advised on how to benchmark your brand for omnichannel leadership, and how robust benchmarking can support you in sound business planning. Here we summarise some of the key topics as well as sharing our responses to questions submitted by the audience.
If you would like to understand more about how our products and services can help you benchmark your company and brand for omnichannel leadership, please reach out and we would be happy to arrange a call with one of our omnichannel experts.
Tap a question to start…
What is ‘marketing myopia’ and why should I worry about it?
In a 1960 (!) Harvard Business Review article, Theodore Levitt defined marketing myopia as “a short-sighted and inward-looking approach to marketing that focuses on fulfilment of immediate needs of the company – such as sales – rather than focusing on customers’ point of view.”
In today’s omnichannel customer-centric world, accelerated by Covid-19, successful businesses relentlessly focus on customer needs to overcome access issues and gain and sustain a competitive advantage. Ignoring what is happening outside is also a recipe for disaster, and there are countless examples of businesses being severely disrupted because they didn’t pay attention to evolving customer needs (Kodak being one famous case study).
We only track internal KPIs. Isn’t it enough to know we’re improving?
So what is benchmarking and how can it lead to improved business outcomes?
How can Navigator365™ Cx Benchmark help?
Why is it important to include Cx as part of overall brand benchmarking?
What drives an optimal Cx?
As long as it’s benchmarked against our competitors, is NPS enough to assess our competitive position?
Are third-party channels covered by Navigator365™ Cx Benchmark?
Is benchmarking a one-off or a continuous process?
