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The omni-channel customer experience: Driving engagement through digitisation

Author

Listed:
  • Bhalla, Ravi

    (Barclays, UK)

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.

Suggested Citation

  • Bhalla, Ravi, 2014. "The omni-channel customer experience: Driving engagement through digitisation," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(4), pages 365-372, February.
    • Handle: RePEc:aza:jdsmm0:y:2014:v:1:i:4:p:365-372
    as

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    More about this item

    Keywords

    multi-channel; omni-channel; customer experience; customer engagement; digitisation; search engine optimisation; video technology; single customer view;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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