Answers are grounded in this paper and cite their sources.
This paper will articulate how the omni-channel customer experience will set organisations apart from those stuck in a siloed or even multi-channel world. How does the omni-channel experience differ from the multi-channel experience? Are these essentially the same thing? Is the omni-channel concept merely a buzzword? And what does this mean for the future of traditional channels? Using an applied case study approach, this paper explores these questions in the context of the multi-channel environment’s evolution into an omni-channel world. Both academics and professionals will be able to leverage the best practice described in this paper to drive engagement through digitisation and make the omni-channel experience an organisational reality.
No takes yet. Share an insight, caveat, or question.
Ravi B. Bhalla (2014) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: