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Posted by Ronald Rogowski on September 26, 2013
What does “omnichannel” really mean? And is it a viable strategy for customer experience professionals?
For customer experience professionals, omnichannel — the popular buzzword used to describe a company’s efforts to wrangle a consistent experience across all channels — is already legacy thinking that represents a limited approach for designing and delivering services. Instead of thinking about all channels, companies should focus on designing content and services delivered in specific touchpoints — the touchpoints that align with customer needs and the business' strategic goals.
This requires new thinking about the ways that customers interact. Companies must:
As we move forward into a world of pervasive connectivity and new ways of interacting that go beyond point-and-click, beyond chrome, and beyond screens, we need to evolve our thinking away from channels. In the end, omnichannel is a limited approach that doesn’t go far enough in putting customers at the center of the business. Customer experience professionals need to deliver holistic experiences that transcend channels.