Omnichannel
Channels may include web, mobile, email, push, messaging, stores, call centers, and connected devices. Omnichannel is more than being present in many channels; it requires shared data, consistent identity, coordinated timing, and suppression of contradictory messages. Teams should design around the customer’s goal and privacy choices rather than around separate channel owners.
What is Omnichannel?
Omnichannel describes a coordinated customer experience across channels in which context and intent carry from one interaction to the next.
Why it matters
Channels may include web, mobile, email, push, messaging, stores, call centers, and connected devices. Omnichannel is more than being present in many channels; it requires shared data, consistent identity, coordinated timing, and suppression of contradictory messages. Teams should design around the customer’s goal and privacy choices rather than around separate channel owners.
Example
A customer starts an application on mobile, continues on the web, and receives support that can see the completed steps without asking them to repeat information.