When today’s customers want to find out more about a product or service, they often use a variety of channels. They may go to a store, for example, to see a product’s specifications for themselves, while simultaneously or later using their smartphone to get further information or seek comparable deals.
To deal with customers’ dynamic channel switching, companies have to transform the customer journey into a unified, cross-channel experience of their own services. With omnichannel strategies, the activities in individual channels grow together into a single entity. The focus is on the relationship to customers, their preferences and service-oriented offers.