Maturity · Omnichannel strategy
Your omnichannel strategy measured channel by channel, and turned into a prioritised roadmap.
10 themes, a 5-level scale. And the action that moves each level to the next.
The framework’s 10 themes, already written from L1 to L5. One company, one business unit, or 300 at once.
Maturity · Omnichannel strategy
10 themes, 5-level scale.
Nordhavn Industries
53 / 100
They measure their maturity with Datamensio
An example
This could be your situation.
Take one company as an example: three sites, three spreadsheets, no shared answer.
Nobody can consolidate.
Nordhavn Industries, 2,400 people in Hamburg, Lyon and Porto. A client asks where the group stands. Each site answers in its own spreadsheet, with its own scales.
Three weeks, a single base.
One Datamensio omnichannel maturity framework, five-level CMMI scale assessment launched across all three sites at once, from the managers’ interview notes. The framework was already written, its 10 themes and levels L1 to L5 too.
Two costs avoided before being committed.
A score of 53 out of 100, with the gap concentrated on three themes. The AI companion spotted that two actions duplicated those of another audit. The committee report took one sentence to request.
What it saved them
- 3sites measured on the same base, instead of three questionnaires to reconcile
- 2duplicate actions caught before the spend
- 1committee report, with no manual rework
These figures are an example. They could be yours.
The standard imposes processes. Datamensio says where you stand.
01
The framework is already written
Themes, questions and levels L1 to L5, all written. You do not start from an empty spreadsheet.
02
The score lands the same day
Online, by self-assessment link or in interview. Theme by theme, comparable over time.
03
The gap becomes a costed plan
Every step up carries its action. The AI prioritises on expected effect, not on the order of the standard.
04
Progress can be demonstrated
Campaign after campaign, against your target and against your own past. That is what your board asks for.
The maturity scale
One level, the next, and the action that links the two.
This mechanism (a level, a level above, and the action that links the two) is what turns an observation into a trajectory.
Does the adviser handling a customer have access to their history, across all channels?
- N1
Each channel keeps its own history. The adviser only sees interactions within their own scope and has to ask the customer for information again.
- N2
Some data has been reconciled, but access depends on the tool used and the history is incomplete or out of date.
- N3
The unified history is accessible to advisers on the main contact channels. Cases of unrecognised customers remain occasional and are handled.
- N4
The history is available in real time across all channels, including in store, with a recognition rate that is tracked and published.
- N5
The quality of reconciliation is measured continuously, failure cases feed into documented fixes, and the history is used to prepare for the interaction before contact takes place.
Action to move from L2 to L3
Open access to the unified customer record from the tools used by advisers and sales staff, define the identifier matching rule for duplicate cases, and check the recognition rate at the monthly programme steering committee.
« With Datamensio, we meet our objectives far more efficiently. The ERDF inspection services and our supervising ministry particularly appreciated an approach that gives them reliable data. »
Director, CCI 94CCI Île-de-France
« We believe this is the most suitable solution to scale our transformation project and measure impact according to our needs. »
Maja SucekChief Operating Officer, Interreg Danube
Rarely on its own
Frameworks combine. Put several together to cover your business, or have the AI write yours.
Take your first measurement
What this framework covers
Omnichannel maturity describes an organisation’s ability to bring its sales, service and relationship channels together around the same customer. It covers four concrete areas: the unified customer record, journey continuity between digital and physical, a single view of stock and availability, and consistency of prices, promotions and service commitments. Added to this are the organisation that executes, the indicators that arbitrate, and the model used to reward teams. This subject is not primarily technological, it is organisational.
In practice, omnichannel is hard to steer because its effects fall across entities that share neither budget nor objective. Who gets credit for an order placed online and collected in store? Does customer service see the full history across all channels the moment they pick up the phone? Does the availability shown on the website match the stock actually reservable in the shop? Most programmes stumble on these three questions, long after delivering the visible part of the setup.
One confusion keeps coming back: multichannel, cross-channel, omnichannel. Multichannel opens several channels, managed separately, each with its own stock and its own results. Cross-channel makes them talk to each other on a few chosen journeys, such as in-store collection or returning an online purchase. Omnichannel assumes a shared data foundation and aligned execution, whatever the entry point. Many organisations describe an omnichannel ambition while running a multichannel setup, something the assessment reveals without passing judgement.
A maturity assessment does not answer yes or no. It places each theme on a progressive scale and describes the observable practice that corresponds to each level. The question is not whether in-store collection exists, but whether it is available across the whole network, measured, kept within the stated timeframes, and improved based on observed gaps. This gap between the current level and the target level produces the action plan, and the action plan produces the trajectory.
In Datamensio, the framework is ready to use and remains yours. The AI adjusts the themes, questions and level wording to your sector, whether integrated network, franchise, selective distribution or indirect sales, or builds a variant from your own programme documents.
Reference standard: Datamensio omnichannel maturity framework, five-level CMMI scale
The themes assessed
Vision and omnichannel governance
Formalisation of the ambition, identified executive sponsor, cross-channel arbitration body, dedicated or shared budget, alignment with the strategic plan.
Customer knowledge and customer record
Customer identification across all touchpoints, reconciliation of identifiers, data quality and freshness, consent and preference management.
Journey continuity
Journeys covered end to end, context carried over between channels, cross-channel collection and returns, shared basket, handling of identified breakpoints.
Unified view of stock and availability
Reliability of inventory by outlet, exposure of availability online, order orchestration rules, ship-from-store.
Consistency of offer, pricing and promotions
Pricing rules by channel, application of promotions and loyalty schemes, published service commitments, handling of local exceptions.
Customer service and after-sales
Unified history accessible to advisers, continuity between contact channels, handling of complaints and returns regardless of purchase channel.
Technology and data foundation
Integration architecture, interfaces between commerce, stock management and customer relations, real time or deferred processing, identified technical debt.
Organisation, skills and incentives
Split of roles between digital and network teams, revenue attribution rules, variable pay, training for sales teams.
Performance measurement
Indicators by journey rather than by channel, sales attribution, satisfaction measured on cross-channel journeys, reporting to business units.
Continuous improvement and experimentation
Collection of frontline pain points, tests run on a limited scope, rollout decisions, comparison of results over time.
A short version of the framework is available for the online self-assessment.
Frequently asked questions
What is the difference between this assessment and an audit?
An audit checks whether requirements are met and concludes with a gap. This assessment places your practices on a progressive scale, theme by theme, and describes the action that moves you to the next level. It produces a trajectory, not a verdict.
Does this framework lead to certification?
No, and no body certifies omnichannel maturity. This is a transformation framework: it measures where the organisation stands, where it wants to go, and what gets it there. The result feeds internal steering and budget decisions.
How long does the assessment take?
The short version can be completed in a single working session. The full version, run collaboratively with contributors from marketing, network, supply chain and IT, generally takes one to two weeks, most of the time going into data collection.
Can the framework be adapted to our sector?
Yes. The themes, questions and level wording can all be modified, and the AI suggests a variant adapted to your distribution model or built from your own programme documents. You remain the owner of the grid.
How can we compare several brands or countries?
The same framework is run for each business unit, which makes the scores comparable. The benchmark places each entity against the others and against its own past assessments. A cross-cutting roadmap consolidates shared action plans.
Does the assessment provide solutions, or just findings?
Every gap between the current level and the target level generates an action. The service catalogue offers a matching response for each of these actions, with cost, timeframe and expected impact on the score, making it possible to cost the trajectory before committing to it.
Do respondents need technical expertise?
The questions focus on practices and organisation, not on configurations. Some, on architecture or interfaces, call for input from an IT contact: the collaborative mode allows these questions to be assigned directly to them.
Where is the data hosted?
In France, with OVH, backed up with Scaleway. No transfer outside the European Union. The AI models used can be selected, including from European providers.