- Article - Innovation in Business
Today’s dynamic and interconnected experience means that a user may engage with your business across a range of devices and channels to complete a single task, where customers expect a seamless experience.
While your business may operate in divisions and your teams may work on different touchpoints or channels within your business, your customer simply isn’t concerned or aware of those structures. They experience all channels as a single customer experience.
While a multichannel experience is one that has the user engaging with various but unintegrated touch points, a true omnichannel experience means a user can successfully fulfil a single journey or task moving between various channels.
A true omnichannel experience
Channel choice
A user may choose to switch between any channel at will, without the risk of losing continuity on their customer journey or a negative experience.
Access to up-to-date and consistent data
A customer’s data needs to be consistent and shared across channels.
Contextual CX and UX
A user’s experience of a particular channel should be specific to the context in which they’re engaging, i.e. a native application should follow best practice for apps on their particular device and not simply replicate a web experience.
Product or service synchronicity across channels
All channels should provide consistent in product catalogue or service offering barring those that are particular to certain devices, i.e. you may have limited features on a smartwatch but those should be directly suited to the device and strategic.
A seamless end-to-end journey
If you provide excellent CX on a single channel but an awful or unintegrated experience on another channel, the user sees this as a failing of the business as a whole. Prioritising an omnichannel experience helps ensure a seamless and user friendly experience from end-to-end.
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