Achieving True Omni-Channel: Ovum’s 8 Attributes to Achieving a Customer-Adaptive Enterprise
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Ovum Analyst Jeremy Cox highlights that organisations need to walk before they can run, to be able to create a true omni-channel experience.
Winning and keeping customers for life is what CRM was supposed to deliver but seldom did. Right at the top of many a CEO’s agenda is the imperative to create a differentiated and compelling environment for customers that makes them want to stay and keep on buying. In addition to attracting and increasing the life time value of customers, CEOs are also deeply concerned about the threat of emerging competitors which threaten to disrupt the old order and steal their customers away.
SEE ALSO: Omni-Channel vs Multi-Channel – Understanding the Crucial Differences to Meet Rising Expectations
No wonder then that customer experience, delivered across any combination of channels, digital and physical (what is meant by the term ‘omni-channel’) is now at the heart of many transformation efforts. Most enterprises however, are going about it the wrong way with an exclusive focus on front office technology. At the heart of the challenge is the ability to be persistently relevant and that is an enterprise-wide team game not the remit of just the sales, marketing or service departments.
SEE ALSO: Market Report: How to Capitalise on the Digital Disruption Impacting Customer Experience
