Omnichannel

Omnichannel is a cross-channel content strategy that organizations use to improve their user experience. Rather than working in parallel, communication channels and their supporting resources are designed and orchestrated to cooperate. Omnichannel implies integration and orchestration of channels such that the experience of engaging across all the channels someone chooses to use is as, or even more, efficient or pleasant than using single channels in isolation. Omnichannel is a cross-channel content strategy that organizations use to improve their user experience. Rather than working in parallel, communication channels and their supporting resources are designed and orchestrated to cooperate. Omnichannel implies integration and orchestration of channels such that the experience of engaging across all the channels someone chooses to use is as, or even more, efficient or pleasant than using single channels in isolation. The approach has applications in any industry, but early examples have been in financial services, healthcare, government, retail, and telecommunications industries. Omnichannel supersedes multichannel and includes channels such as physical locations, ecommerce, mobile applications, and social media. Companies that use omnichannel contend that a customer values the ability to engage with a company through multiple avenues at the same time.