Omnichannel

Omnichannel describes a coordinated, consistent strategy for engaging and interacting with your customers, and potential customers. This can take place at any and every channel touchpoint in the customer journey as shown in the graphic.
These channels can include: actual and online stores; kiosks; digital signage; broadcast, electronic and print media; email; gaming consoles; online catalogs; social networks; help desks; customer relationship and customer experience management systems; and, crucially, mobile interactions.”
TM Forum, via author John Williamson, has described the concept of omnichannel, as summarised in this article by Sarah Wray.

One of the reasons why the new media companies have better NPS scores than CSPs do is that they are perceived to add more value to the organisations that use their respective services.

The concept of omnichannel is an interesting one from this perspective. Since end customers are now relying on omnichannel (actual and online stores; kiosks; digital signage; broadcast, electronic and print media; email; gaming consoles; online catalogs; social networks; help desks; etc) for their marketing initiatives, then to remain relevant as business enablers, CSPs must also find ways to provide support across the omnichannel.

The question for us in the OSS industry is how we can be more relevant in an omnichannel environment. I believe that relevance has its roots in the ability to provide a flexible insight engine to end customers via nicely packaged multi-tenant data processing portals.

What are your thoughts?

The free report can be downloaded here Omnichannel: Getting the mobile channel right by the way.

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