There is a clear trend in many industries toward the use of multi-channel approaches to engaging with customers. But in focusing on multi-channel, companies may be overlooking a more fundamental need—the need for a seamless, omni-channel approach that provides a single, unified experience for the customer across all channels.
Omni-channel can be defined as a synchronized operating model in which all of the company’s channels are aligned and present a single face to the customer, along with one consistent way of doing business.
In an omni-channel approach, the service provider’s brand effectively operates as a single channel, orchestrating high-value customer experiences across all touch points. The customer experience it delivers is seamless, consistent and personalized through the integration of agent-assisted channels with digital channels such as social media, so customers can interact whenever, wherever and however they want with the provider, across all channels.