Why Today’s Omnichannel Strategies See a Disconnect Between Brands and Consumers

Omnichannel is now widely accepted as the strategy that will drive retail into the future. However, the finer definitions of that strategy are clearly varied. Heck, it’s still to be determined exactly how omnichannel is spelled (is it omni-channel??). Sure, in its simplest form, omnichannel is defined as a retailer’s ability to sell its goods and services in both online and offline environments, with as close a consistent manner as possible.

One key area missing in the broader omnichannel strategy is customer service. Omnichannel is often thought of as a sales strategy, but it’s also as much a customer service strategy. This is especially critical since companies with strong omnichannel customer engagement experiences retain roughly 89 percent of their customers, according to the Aberdeen Group. This whitepaper will explore the current state of omnichannel, and it will address the evolving role that customer service plays in a broader omnichannel approach.