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Are you still piloting omni-channel initiatives?

9th February 2017


It’s no surprise that some companies have struggled to get their omni-channel initiatives off the ground. The pace of change and the fact that customers are now dictating their expectations has shaken the way that corporate strategy was managed in the past.

A new report from the CMO Council in Australia has outlined exactly how marketing leaders are struggling to make omni-channel work for their businesses. Only 49% of the marketing executives surveyed said that their company was strategically aligned in both their physical and online presence – not even half.

The results are worse for those that are attempting to engage with an omni-channel environment. 38% said that their efforts had yielded mixed results so far. A third of those surveyed said that they were still at the pilot stage with omni-channel experiments and just 18% said that they were meeting expectations.

These numbers are not good and reflect how many companies are trying to catch up to rather than leading and exceeding customer expectations. With regards to personalisation initiatives it is clear that data collection and analysis is extremely important. But, in this study it was found that 27% of executives admitted that they collect data on customers and do nothing with it. 29% said they are struggling to convert data into personalisation initiatives and just 24% said that they have a good view of their customer based on the data they have collected.

This survey focuses on chief marketing officers in Australia, but I believe there is a general message about omni-channel that can be extrapolated from these results:

  1. The customer is demanding an omni-channel experience. Nobody is waiting for you to define your CX strategy. Either you can offer a consistent experience across all channels or your customers will migrate elsewhere.
  2. You have no time to waste. If your own business is still piloting omni-channel projects, then you need to start fast-tracking them.
  3. If your competitors are struggling then you have an opportunity to use CX as a differentiator. Get ahead of the pack and deliver what your customers expect and poach customers from the competition too.

I have consistently talked about the need for an omni-channel approach for several years now, so it’s concerning to see research that suggests very few companies are getting it right. However, this is a strategy being demanded by the customers so I know it will happen and those who get there first will reap the rewards.

Have you seen examples of companies getting omni-channel right or do you think we are still developing these solutions – as the Australian data suggests? Leave a comment below, or get in touch on LinkedIn, and let me know.

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David Turner
Article by: David Turner

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