Channels Report

Understanding where and how your customers interact with your brand enables you to focus where your efforts at driving customer engagement should take place. For many brands, this report offers the first chance to see all of their channel activity consolidated into a single view. No more jumping between different reporting systems to see what’s happening on each Channel.

Channels - Main

Tip: If you only have a few Channels activated this report is still incredibly useful, but your goal should be to integrate as many Channels as you can to get a complete picture of your customers interactions.

Profiles by Channel

This section shows the mix of activity being recorded in MXO . Great for spotting trends in behavior and discovering how engaged your customers are and where they are most active.

Channels - Customer Profiles

Channel Insights

Breaks out the different customer cohorts, by Channel. Look for variances in new versus returning or recognized versus unrecognized profiles to help determine where best to engage those types of audiences. Questions you can answer using this data include:

  • Do new customers use different channels to returning customers?
  • Do your identified customers have a different behaviors to your unidentified customers?

Channels - Channel Insights

Engagement Level by Channel

This section shows you both how engaged your customers are and how many customers there are, by Channel. The higher up the bubble, the more customers engage; the larger the size of the bubble, the bigger the customer audience.

To calculate the engagement level MXO takes the number of active profiles for that Channel and divides that by the number of activities generated by those profiles. MXO uses activities per customer as a proxy for level of engagement; the higher the bubble, the better that Channel is engaging your customers. If you are familiar with classic web measurements of engagement, or, as it used to be called, measuring stickiness, it’s the same principle. Examples of activity might include a customer viewing a page or filling in a form whilst engaging on a particular Channel.

Channels - Engagement by Channel

Engagement Level by Audience Type

Uses the same engagement measure as Engagement Level by Channel, but breaks this out by different audience types (cohorts). this enables you to see variants in behavior and may show that certain audience types are not finding the content you provide on a certain Channel compelling.

Channels - Engagement by Audience

Tip: If you see an audience that is high in volume but low in engagement, this is an opportunity to help your customers on the channel of their choice. They are demonstrating that the channel in question is their preferred method to interact with you, but that something on that channel is not working for them. Consider using the orchestration capabilities of MXO to deliver better experiences to that type of customer and drive up engagement.
Tip: If you see an increase in service Channels such as Assisted (call centers) and Physical (retail premises) it is vital that you investigate why. Driving down operational costs is a big focus for most brands that provide these types of Channels to their customers. Increased costs occur when customers cannot self-serve and problems on those Channels may indicate that you are not meeting your customers informational gathering needs. Start using MXO’s journey analysis tools to discover what customers are doing on your digital channels before calling your support teams. You will soon discover which activities and content are not working. Fix this and users will self-serve, bringing call center costs back under control.