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Omnichannel is all about shifting from channel-centric to customer-centric – much more customer-centric than you are today. Knowing who your customers are and having a view of products and inventory across channels are the basic requirements to delivering exceptional customer experiences across channels and touch points.
This is not a project. A business transformation is required to empower people to deliver omnichannel customer experiences. The executive team needs to drive it and align compensation and incentives around it. A collaborative cross-functional approach is needed to achieve it.
Omnichannel depends on customer-facing teams such as marketing, sales and call centers to have access to a total customer relationship view based on clean, consistent and connected customer, product and inventory information. This is the basic foundation needed to deliver seamless, integrated and consistent customer experiences across channels and touch points and improve their effectiveness.
Via Eric_Determined / Eric Silverstein
“Customers don’t think in terms of channels and touch points; they just expect seamless, integrated and consistent #customer #experiences"
What are the challenges you face to offer a true omnichannel experience?
Great quote from Chris Brogan @ Hyatt:
"Our competitive differentiation comes from knowing our customers better than our competitors"
Totally agree. #CX is NOT a project - it's about transformation. Driving the entire organization to know customers well and collaborating across business units to deliver the experience through desired channels. It won't work if everyone stays in their "own silo." Also love the Hyatt quote at the end!
According to a recent report, Gartner’s Executive Summary for Leadership Accountability and Credibility within the C-Suite, a high percentage of CEOs expect CMOs to lead the integrated cross-functional customer experience....