Watching customers under an omnichannel strobe light
Omnichannel will remain full of holes until we figure out a way of tracking user journeys rather than trying to prescribe (design, document, maintain) process flows. As a customer jumps between the various channels, they move between systems. In doing so, we tend to lose the ability to watch customer's journey as a single continuous flow. It's like trying to watch customer behaviour under a strobe…
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