24763 Chap.12 Omnichannel Metrics: KPIs, NPS and ROI
Omnichannel Metrics: KPIs, NPS and ROI
What to measure
Module 7 names three KPI families: how many interactions customers have, how good the experience is, and return on investment. Feedback scores add NPS for loyalty, CSAT for satisfaction and CES for effort.
How to calculate
NPS is the percentage of promoters minus detractors. ROI divides net profit, revenue minus expenses, by the cost of investment.
Click-through rate, cost per click, cost per acquisition and conversion rate complete the toolkit for the Strategy Builder.
Reading the workbook
The Strategy Builder warns that tables survey different groups, that prompted awareness runs higher than unaided recall, that averages can hide a split audience, that multi-select totals exceed 100%, and that correlation is not causation.
Where it shows up in assessment
The prototype’s metrics criterion carries 10 of its 60 points.
What this chapter covers
- 01
Interactions, experience quality and ROI
- 02
NPS, CSAT and CES
- 03
Calculating NPS from survey counts
- 04
ROI as the subject defines it
- 05
CTR, CPC, CPA and conversion rate
- 06
Reading the Strategy Builder data
Worked example · free
Calculate an NPS from a homewares brand’s survey
- 1Promoters are the 96 who scored 9 or 10: 96 out of 200 is 48%.
- 1Detractors are the 50 who scored 0 to 6: 50 out of 200 is 25%; the 54 passives, 27%, are left out.
- 1NPS = 48 − 25 = +23.
- 1Positive, so generally good in the module’s terms, but short of the excellent band above 50.
Key terms
- Customer Effort Score
- A survey measure of how easy it was to deal with a company, where higher means easier.
- Cost Per Acquisition
- Total campaign cost divided by the number of sales, the cost of gaining one customer.
- Click-Through Rate
- Clicks divided by impressions, multiplied by 100, the share of viewers who clicked.
- Lead KPI
- One of two or three priority measures chosen as the main signal that a strategy is working.
Omnichannel Metrics: KPIs, NPS and ROI FAQ
What counts as a good Net Promoter Score?
The module says scores range from −100 to +100, that a positive score, above 0, is generally considered good, and that a score above 50 is excellent. Its own example of 40% promoters and 30% detractors gives a score of 10.
Why should ROI not be used on its own?
The module warns that ROI overlooks long-term strategy, non-monetary benefits such as reputation and trust, time lags in results and customer lifetime value, and can encourage short-term, risk-averse decisions. It recommends pairing ROI with other metrics and qualitative assessment.
How should KPIs be chosen for the Strategy Builder?
The workbook asks you to link every KPI to a specific tactic, prioritise two or three lead measures and explain why, and use the change required between baseline and target to test ambition. A KPI with no baseline signals a capability the firm must build first.
What are CSAT and CES?
Customer Satisfaction Score is the share of customers giving top-tier satisfaction ratings for a product, service or interaction. Customer Effort Score rates how easy it was to deal with the company, where a higher score means less effort. The module pairs them with NPS, which measures longer-term loyalty.
How are click-through rate and conversion rate calculated?
Click-through rate is clicks divided by impressions, multiplied by 100. Conversion rate is sales divided by clicks, multiplied by 100. In the module’s example, 200 clicks from 10,000 impressions is 2%, and 20 sales from 200 clicks is a 10% conversion rate.
What is the first-year budget in the Strategy Builder?
The workbook sets a total first-year budget of $50,000 AUD and says every dollar must be allocated across your chosen tactics, with marks deducted for recommending a tactic without a budget allocation. It expects real trade-offs, because you cannot fund everything.
Assessment move
Rehearse each formula with fresh numbers until you can state the result and its meaning in one sentence. Then choose two lead KPIs for your persona, tie each to a tactic and a budget line, and write how you would read the survey data behind them using the workbook’s five reading rules. Then pick the two numbers you would report first to the case company’s managers and explain why they matter more than the rest.
Redo every calculation in your submission from the raw figures on a fresh sheet before you hand it in, since a single slipped decimal undermines the analysis.
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