Sure, Omnichannel Would Be Cool. But How Do You Start?

October 30, 2015
Kevin Payne, Vice President, Global Demand Generation & Field Marketing

Maybe you’ve been there: A big meeting about how your company is going to make its online customer experience truly world-class. And the magic bullet? Omnichannel! You agree, of course, that customers should be able to start their journey in one channel, on one device and continue seamlessly in others. (After all, you’re a customer yourself.) But like most of your cohorts, you’re wary of what it would take to implement. A lot of moving parts would need to work together fluidly. You just can’t see how it could all get rolling.

Well, take a deep breath and keep an open mind: There’s a way to start smart with omnichannel.

In “The Omnichannel Dilemma,” Daniel Hong, [24]7.ai’s Senior Director of Product Marketing Strategy, describes the five things he’s learned about creating an omnichannel framework, and fleshing it out cost-effectively.

Daniel writes about how the companies he’s worked with have successfully navigated such challenges. They created realistic, practical approaches that broke down the moving parts into bite-sized tasks. And they determined how those would roll out in stages. The teams involved got transparency about the actions needed, and ROI clarity for each interaction, transaction and journey. They also found ways to achieve the crucial collaboration required.

Daniel’s paper covers:

1. Channel Optimization: Starting with the website first

2. Channel Pairing: Creating required linkages

3. Channel Integration: Getting out of the channel-centric mindset

4. Channel Orchestration: Predicting best next-steps and ensuring continuity

5. Putting It in the Cloud: Controlling costs for a successful rollout

You can learn more about getting started with omnichannel by downloading “The Omnichannel Dilemma.”

Kevin Payne, Vice President, Global Demand Generation & Field Marketing
Kevin Payne, Vice President, Global Demand Generation & Field Marketing

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