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How Omni-Channel Is Influencing Customer Centricity

Blog
2nd June 2016

I saw two different stories about different media and telecoms companies this week that were both in the technology journal Computer Weekly and both reflected the way that omni-channel is influencing business strategy at present.

The mobile operator Three is implementing an omni-channel strategy in Ireland to revamp their relationship with customers and Virgin Media in the UK is similarly shaking up their own business from top to bottom.

I have linked to the news stories at the bottom of this article if you want to click and read about the projects, but as I saw this link between top-level corporate strategy and the use of omni-channel, three key attributes jumped out.

1. These are not technology projects. It is clear that these companies don’t consider omni-channel changes to just be the installation of some software – it is a fundamental change to the way they organise their business so it becomes more customer-centric.

2. Many internal departments are being linked so that silos are being busted. For example, connecting the activities of the marketing team to the billing team so that a complete picture of customers can be created.

3. These companies are redefining the very essence of what they offer to customers. You might think of a company like Virgin or Three as a “phone company” or Internet Provider. They would probably argue that the content they deliver is now just as important as the network – they are focusing on what the customer enjoys when using their service and in some cases this can completely change how the company sees itself.

These projects are not linked, but it is clear to me that when companies say they are taking an omni-channel approach it now means they are jumping into a new world where the customer is really at the heart of what they do – not just in the sales literature.

Read both original articles by clicking the links below:

http://www.computerweekly.com/news/450296663/Virgin-Media-uses-Salesforce-to-build-omni-channel-sales

http://www.computerweekly.com/news/450295912/Three-Ireland-sets-out-to-become-an-omnichannel-operator


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Mike Purvis
Article by: Mike Purvis

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