The elusive omni-channel advantage: How to make the complex simple using scalable technology

Christopher Cummings
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Christopher Cummings: Precisely, USA

Journal of Digital & Social Media Marketing, 2022, vol. 10, issue 1, 45-51

Abstract: Omni-channel customer experience is re-emerging as a top business priority. With consumers now using so many different digital channels, businesses are struggling to keep pace with their customers’ demands to engage on their preferred channels. This paper details how Security First Insurance uses scalable technology to differentiate itself in the market and communicate with customers in a timely, relevant manner. The paper defines a typical customer journey, outlines where and why businesses may lose customers, and explains how to harness the power of data, describing the technology required to transform the customer experience.

Keywords: omni-channel; martech; customer experience; scalable technology; insurance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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