The omni-channel customer experience: Driving engagement through digitisation

Ravi Bhalla
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Ravi Bhalla: Barclays, UK

Journal of Digital & Social Media Marketing, 2014, vol. 1, issue 4, 365-372

Abstract: 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.

Keywords: multi-channel; omni-channel; customer experience; customer engagement; digitisation; search engine optimisation; video technology; single customer view (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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