Omnichannel will remain disjointed until…

Omnichannel is intended to be a strategy that provides customers with a seamless, consistent experience across all of their contact channels – channels that include online/digital, IVR, contact centre, mobile app, retail store, B2B portal, etc.

The challenge of delivering consistency across these platforms is that there is little cross-over between the organisations that deliver these tools. Each is a fragmented market in its own right and the only time interaction happens (in my experience at least) is on an as-needed basis for a given project.

Two keys to delivering seamless customer experience are the ability to identify unique customers and the ability to track their journeys through different channels. The problem is that some of these channels aren’t designed to uniquely identify and if they can, aren’t consistent with other products in their linking-key strategies.

A related problem is that user journeys won’t follow a single step-by-step sequence through the channels. So rather than process flows, user journeys need to be tracked as state transitions through their various life-cycles.

OSS/BSS are ideally situated to manage linking keys across channels (if the channels can provide the data) as well as handling state-transition user journeys.

Omnichannel represents a significant opportunity, in part because there are two layers of buyers for such technology. The first is the service provider that wants to provide their customer with a truly omnichannel experience. The second is to provide omnichannel infrastructure to the service providers’ customers, customers that are in business and want to offer consistent omnichannel experiences for their end-customers.

Who is going to be the first to connect the various channel products / integrators together?

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