“Omnichannel” is quickly catching up to “customer experience” (CX) when it comes to being widely accepted as a strategic Holy Grail in the era of smart customers. Just as with CX however, there’s lack of clarity about what this actually means, and even greater gaps in organizational ability to deliver on this ever-growing customer expectation.
An omnichannel approach puts the customer at the center of its strategy, and is based on an “outside-in&rdquo....