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Winning in a digital-first omni-channel world

Peter Lavers

Steve Dennis of Sageberry Consulting spoke to the final forum of The Customer Council in November in Johannesburg on the subject of “Winning in a digital-first, omni-channel world”. Most organisations are talking “omni” but in fact are organised “multi”. Customers think brand – they don’t care how you are organised!

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Talking Omnichannel But Organised Multi Channel?

Peter Lavers

Remember when we used to talk about “channels and media”? Channel meant physical route to market e.g. retail, wholesale, intermediated, direct, etc. These terms have effectively amalgamated since we started to become “multi channel”. These terms have effectively amalgamated since we started to become “multi channel”.

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The problem with omni-channel…

Smith+co CX

Customers don’t think in channels. This may just be an issue of semantics, but customers don’t think in channels - they are just shopping by whatever means come natural and easy at that moment in time. So why do we call it omni- channel ? Measuring the number of multi-touchpoints as a determinant of success.

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Retail Industry Transformation = Selling Things ? Selling the Experience

SuiteCX

They also expect to be able to order, return and browse in the channel of their choice: online, in store, chat, mobile app etc. Consumers expect that retailers will know who they are across channels. They want to be able to start the transaction in one channel and finish it in another. Retailers are no longer selling things.

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Retail Transformation: Selling Things ? Selling the Experience

SuiteCX

They also expect to be able to order, return and browse in the channel of their choice: online, in store, chat, mobile app etc. Consumers expect that retailers will know who they are across channels. They want to be able to start the transaction in one channel and finish it in another. Retailers are no longer selling things.

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Omni-Channel Experience: What it is and How to Implement It (With Examples)

ProProfs Chat

You have created a presence for your business on multiple channels, and have also invested in creating valuable content across all the channels. All you need is an Omni-channel experience. And this is more than enough to start thinking about an omnichannel experience approach. What is an Omni-Channel Experience.

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12 Best Intercom Alternatives & Competitors Heading Into 2024

Kustomer

And we give them a lot of credit — over the years, Intercom has evolved into an innovative customer service software with all the bells and whistles, offering best in class tools like real-time chat support, proactive messaging, guided product tours, resolution bot, omnichannel support and tons of integrations.