The customer experience has changed, and this time around, the customer is at the core, driving the change agenda. Customers expect to research, discover and purchase items across multiple channels — websites, brick-and-mortar stores, mobile platforms, direct mail, catalogs, home shopping, gaming and more. The challenge for retailers and service providers is to ensure that the consumer experience is robust and consistent across all channels.
Such an omni-channel strategy requires organizations to shift their approach from developing channels in isolation to putting the customer at the center of marketing and sales efforts. To ensure a seamless experience from one channel to the next, retailers will need to eliminate departmental and functional silos, while unifying disparate systems. This unification should cover front-end customer interactions as well as back-end elements such as procurement, warehousing, transportation and inventory management.
Outsourcing Center and Wipro conducted a survey that explored retailers’ and service providers’ perspectives on omni-channel strategies. This paper examines the results of that survey and provides considerations for creating seamless customer experiences. The organizations that crack the omni-channel code will outpace their competitors on revenue growth, profitability and customer loyalty.