Omnichannel is not the answer!

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OMNICHANNEL

All through the year 2017, the data points continued to grow and grow in an amazing way. Good examples of these sources include KPMGs papers on customer centricity with Retail, CPG and Telco variants each subtitled “moving beyond Omnichannel,” a future of commerce publishes an article on moving beyond Omnichannel, IDC’s research on Customer Experience Networks that we have often cited and a recent tweet from Gartner’s Elizabeth Goluscio points to a paper about AI’s role in turning Omnichannel into a port channel. These are all excellent sources of reading for one to keep in mind when thinking about Omnichannel and moving beyond Omnichannel.

Good ideas

When it comes to good ideas to keep in mind, all of these thought processes make an interesting point to look beyond the notion of channels. First, to begin with, take the focus off the channels and focus on a customer experience which transcends channels. A second point that clearly comes through is to embrace the ecosystem. This is a win-win for everyone. Also, research including KPMG and specifically the IDC research noted to emphasize and embrace co-creation from the ecosystem, these are all valid and relevant points for one to understand.

Additionally, one should also focus on customer experience—yes, and. The “and” is to recognize the fact that great experiences, experiences that transcend channels also transcend you as an organization and require data and insights and co-creation with others to be differentiating.

It’s certainly important to keep in mind that Omnichannel is not an answer to differentiating customer experiences and nor is it a source of innovation. It’s important to keep in the know and read more about Omnichannel so you have a clear picture.

Be sure to check out the IDC research on the phenomenon called Customer Experience Networks to go beyond Omnichannel in 2018—axway.idciview.net, axway.com/cxn or axway.com.

 

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