Why Omnichannel Shouldn’t Mean Every Channel
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Bob Barr
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Consider the smartphone not only in terms of where it is, but where it's going. No matter the type of business (e.g., restaurant, hard goods retailer, manufacturer, B-to-C or B-to-B), a smartphone can cover all the bases for customers — calling in an order, making a reservation, shopping for goods and services, checking order and shipping status, finding locations, making an online purchase, viewing marketing emails, depositing a check, filing a claim, click to call, click to chat, etc.
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