How should TELUS evaluate the impact of channel optimization initiatives?

• A. Channel-specific metrics (satisfaction, containment, conversion) and cross-channel consistency.
• B. By measuring only revenue.
• C. By number of channels deployed.
• D. By social media mentions alone.

Answer: (A)

Evaluating the impact of channel optimization rests on capturing both how each channel performs and how smoothly channels work together. The best approach uses channel-specific metrics—satisfaction to gauge overall happiness with the experience, containment to measure whether issues are resolved within the same channel, and conversion to track successful outcomes—and also ensures cross-channel consistency so the experience feels seamless across touchpoints. This combination shows not only the quality of individual channels but also the effectiveness of integrating them into one cohesive customer journey.

Focusing only on revenue misses how well customers are served, and it doesn’t reveal channel-level performance or whether multiple channels are delivering a consistent experience. Measuring the number of channels deployed looks at scope rather than outcomes, and social media mentions alone capture sentiment without reflecting actual performance, resolution quality, or end-to-end conversions. The integrated approach with channel-specific metrics and cross-channel consistency provides the most complete, actionable view of impact.