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In a world where information is available anytime, anywhere, it is no surprise that the concept of omni-channel and its implementation is a key priority for retailers across the globe. However, like so many new technologies, the definition and understanding of what omnichannel customer engagement truly is continues to elude many retailers.
Many companies that have emerged in the omni-channel customer engagement solution space focus directly on the end-user experience: mobile apps, online presence, in-store presence, etc. Nevertheless, few companies really understand what defines the omni-channel customer experience and the infrastructure needed to enable the omni-channel ecosystem.