There is almost no end to the choices of technology platforms and solutions when identifying and selecting a digital portfolio. One of the most important things to consider is how each piece of the portfolio will work with the others to deliver omni-channel capabilities.
In an omni-channel model, all channels within an organization (social, mobile, Web, call center, robotics, physical storefronts, kiosks, and so on) work together to provide customers with a consistent, continuous experience. For example, a customer might start a transaction on one channel and move through several more channels with a consistent user experience and data.
A well-developed omni-channel strategy—including channel personalization, bi-directional communication, multi-channel active management, channel evolution, and process modularization—has significant benefit for organizations. Companies that can take advantage of multiple channels to engage and connect with customers are positioned to deliver an integrated experience in which they can align messaging, goals, objectives, and design across each channel and device.
Of course, you must have the right technology tools and platforms in place to achieve such seamless integration across and among channels. Some of the biggest challenges in choosing the right digital portfolio in this context are developing a long-term channel integration strategy, understanding client activity across different channels, and developing a single customer retention system across channels. It’s not as simple as saying, “We need a Web application with some dashboards on it.” Indeed, many forget that there are systems of engagement as well as systems of record that must be taken into consideration when planning a digital modernization effort.
Some of the common digital portfolio elements that need to be developed or optimized in a holistic omni-channel approach are mobile/mobile payments, responsive web applications, social platforms, content management and e-commerce systems, CRM, document management, and ERP. To fully leverage an omni-channel solution, companies also need some type of analytics and data platform. In some cases, a supply chain system may need to be part of the broader integration effort.
Companies must strategically plan and prepare for what will be a relatively complex engagement, breaking it up into manageable chunks for maximum ROI and benefit. The outcome will be a better experience for all stakeholders, bringing operational efficiencies, cost savings, and increased revenue.
Fecha de publicación: 27/10/2016