Gartner: Transcend Omnichannel Thinking & Embrace Multiexperience for Improved CX
The origins of “omnichannel” can be traced back to Best Buy’s approach to customer centricity in order to compete with Walmart’s e-commerce initiative back in 2003. Now, nearly 20 years later, omnichannel thinking has expanded beyond retail, but few organizations have been able to fully realize their omnichannel ambitions of unified CX.
Per Gartner Key Challenges with Omnichannel:
- Customers have high expectations about how they want to interact with organizations; yet too often, application leaders have been focused on individual channels or applications, overlooking the aggregate impact of the user experience (UX) across the digital user journey.
- Application leaders buying out-of-the-box, omnichannel solutions usually encounter hidden costs and extra effort for additional custom integration and UX development required to deliver great experiences.
- The delivery of effortless customer experiences (CXs) is dependent on organizations enabling great employee experiences, but omnichannel thinking has not broadly taken into account the employee side of the equation.
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*Gartner Transcend Omnichannel Thinking and Embrace Multiexperience for Improved CX, Jason Wong, Don Scheibenreif, Gene Phifer,17th February 2020.
*GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
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