OMNI-CHANNEL – What does it mean in Customer Experience?
Omni-channel! It’s a word that’s been thrown around a lot these days. Given that marketers are having to come up with intelligent ways to drive customer engagement, the concept of omni-channel is now ubiquitous.
So, how does this fit right into the Customer Experience model? In order to understand this, let’s get straight to understanding the meaning of the word Omni-channel first!
My most favourite (and most reliable) way to understand concepts that are equivocal in nature is to dig up its etymology. I like to get to the root of it. And etymologically speaking, Omni-Channel can be broken into 2 parts:
OMNI which means ‘All’ & CHANNEL, as we all know, is a means of expression or path of communication.
Putting it together in its microscopic sense, we have it: Omni-Channel: An all-inclusive means of communication.
From a business standpoint, here’s the definition of Omni-Channel from Frost & Sullivan– “seamless and effortless, high-quality customer experiences that occur within and between contact channels“.
Straight-forward, isn’t it! Based on this definition, to be truly omni-channel in your CX approach you need to make sure that the experiences that you deliver to your customers are seamless, effortless, high-quality within & between contact channels or as we call it, touchpoints.
All in all, we can understand Omni-channel as a stream of communication that is open to and from the customers & the business, across as many touch points as required, which allows for a seamless experience.