Omnichannel Engagement Is Becoming a Centerpiece of Customer Experience Strategy for Many Organizations, According to Dash Research Growth in Omnichannel Initiatives Is Being Driven by Shift to Digital Interactions, Changing Demographics, Pandemic Impacts, and the Rise of CX as a Competitive Differentiator
Denver, Colorado
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March 29, 2022 05:15 AM Eastern Daylight Time
Although brands have been transforming their customer experience (CX) models over the last several years, the COVID-19 pandemic accelerated many organizations’ plans for deploying omnichannel engagement strategies, according to a new report from Dash Research. An omnichannel strategy is a cross-channel strategy that gives a seamless and integrated experience to users across multiple channels. Unlike multichannel strategies, where each channel is managed individually, omnichannel engagement strategies streamline all customer touchpoints under a single platform, with a consistent and continuous experience for the user.
“To enable omnichannel engagement, companies must remove data silos and capture and analyze customer interactions at scale,” says principal analyst Keith Kirkpatrick. “With these insights, organizations can uncover pain points, concerns, or challenges, and take action to improve omnichannel CX and drive increased customer retention and loyalty.”
Kirkpatrick adds that there are five key market drivers for the growth of omnichannel engagement strategies:
- Poor levels of customer support
- A growing shift to digital interactions
- Changing demographics of customers
- The COVID-19 impact on sales, service, and support
- CX as a competitive differentiator
Like any technology or approach, however, there are technical and operational barriers to complete market adoption. Dash Research’s analysis indicates that the most notable barriers to adopting and incorporating an omnichannel engagement strategy within the enterprise are:
- Technical challenges with implementing disparate software and workflow processes
- A lack of an agreed-upon and supported omnichannel vision
- Training and personnel issues
- Privacy issues
Dash Research’s report, “Omnichannel Customer Engagement”, examines the market issues, drivers, and barriers for the use of platforms, software applications, and services that enable the deployment of omnichannel engagement strategies for CX. Several case studies illustrating the various ways omnichannel engagement is being used by end users are included in the report, along with best practices, software selection criteria, and recommendations for deploying omnichannel engagement strategies. An Executive Summary of the report is available for free download on the firm’s website.
About Dash Research
Dash Research, the market intelligence arm of Dash Network, provides in-depth research and insights on the worldwide CX market including a comprehensive assessment of technology solutions, business issues, market drivers, and end-user dynamics across industry sectors. Dash Research’s global market coverage combines qualitative and quantitative research methodologies to provide a complete view of emerging business opportunities surrounding contact center technologies, customer data & analytics, customer data platforms, customer insights & feedback, customer relationship management, personalization & optimization, and employee experience. For more information, visit www.dashresearch.com or call +1.720.603.1700.
Dash Network is an independent, integrated B2B research, events, and digital media platform focused on best business practices and technology solutions for the global Customer Experience (CX) market. The company provides a unique, CX-focused, full-service content and marketing solution, designed to enable industry participants’ strategic planning and go-to-market initiatives, while simultaneously extending the market reach of corporate brands and product messaging to a global audience of CX practitioners. For more information, visit www.dashnetwork.com or call +1.720.603.1700.
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