Tips to Help Retailers Mind the Multichannel ‘Insight’ Gap

2. Measure the right key performance indicators (KPIs). Being smart about how to analyze brick-and-mortar data is another consideration. For example, one problematic metric is average wait time. Stores sometimes use this as a quick way to assess register service, but capturing individual wait times is the only way to pinpoint specific experiences that can lead to unhappy customers and bad word-of-mouth. Think carefully about what you want to measure or your KPIs may not be helpful in providing the accurate insight needed to achieve service goals.