Customers and partners now expect to be serviced and engaged on their terms, from any location, and using the devices they choose. That puts pressure on organizations to provide a seamless and consistent experience across all products and channels.
Organizations looking to develop a successful omnichannel strategy for customer experience and engagement need to approach the effort from two perspectives: the customer perspective and the infrastructure perspective.
“From the customer perspective, it means enabling engagement on whatever channel is preferred by the customer, and to enable that channel as effectively and with as good a UX as possible,” explained Bern Elliot, a research vice president at Gartner Inc. “In this sense, channel is not the focus at all. Interactions are designed and planned focused on customer needs and preferences, not the channel.”
