Omni-channel customer experience is built across individual customer touchpoints, over a variety of channels that seamlessly connect, allowing customers to pick up where they left off on one channel and continue the experience on another.
Omni and Opti
Omni and Opti
Over the last 10 years we have gone from the idea of Multi-Channel Retail to the idea of Omni-Channel.
Omni-Channel can be thought of:
- Many channels to deliver a single experience connected through them
- Choice of channel more available to customers and other stakeholders in the business.
Opti-Channel - is a ML/AI driven experience across those omni-channels. There is much more data and processing required and the outcome is delivered to the customer or employee.
Many organisations are already partially opti-channel. They may use ML/AI to assist with delivery by using Google maps and other tools to optimise delivery routes and traffic conditions. Online retail also the same sort of tools but in different ways. They are able to use tools to highlight abandoned shopping baskets or to provide additional suggestions.
The most famous example of this must be Amazon. When shopping on the website personalised suggestions appear and this is as a result of algorithms that have been at the core of the Amazon experience since the early days.
There are many examples of opti-channel leaders. Disney Timberland and other have had a consistent focus on opti-channel for the past 5 years.
What IT deliver new services in 2021?
Both Opti and Omni produce much more data that needs to be converted information and then insights. Then those insights will need to added to dashboards and connected to the rest of the operation.
This is a Change Management (continuous improvement) programme not a single project or programme.
This is a data scaling excersise. How big is difficult to estimate but it will be by factors not per centages. The more you connect together the clearer the picture becomes but the opportunities will vary from organisation to organisation.
This is a customer and employee experience programme
This is a financials programme
This is an ops & processes programme changing the core of most processes and therefore fundimentally changing the operation.