![]() Omnichannel Engagement Doesn’t Rely on Magic ![]() Omnichannel engagement is foundational for breaking down operational silos for a seamless, personalized, and context-appropriate customer experience. They require a human being in the loop to assess the available context and then manage the interaction intelligently. CRMs let you service customers through digital channels, but can’t track customers across those channels. There’s similar misinformation about CRM solutions. Customers can’t jump between channels-a now common way of interacting with businesses-and have contextual interactions follow them. But not in real time, or across channels for the entire customer journey. Multichannel means you can engage with customers on multiple channels. Multichannel and omnichannel differ in fundamental ways. There’s a lot going on, but no single view across everything you experience to help you understand context. In “Fantastic Beasts,” it’s hard to tell what’s real and what matters in a world where people and things are often not what they appear to be. While myths may serve to unite people with similar beliefs, they can also bind us to outdated ideas that are not based on proven facts. How could you possibly guide customers from start to finish with full visibility across the journey? Think about it: Until recently, omnichannel engagement seemed like some magical fantasy. Myths often develop from stories that deal with our fears and the perceived risks of the unknown. This myth remains part of our culture, most recently as “Fawkes the Phoenix” in Harry Potter novels and films. Look at ancient Greek historian Herodotus, known by his critics as “the father of lies.” In 440 B.C., he described the mythical Phoenix as real, yet admitted that he never actually saw one-he picked up the story from people he met on his travels. Then why do the myths exist? Because we’re human. In the case of omnichannel engagement, there have been many white papers, analyst research reports, and case studies that validate the business benefits. Technology trends are continually evolving and businesses that are looking for new solutions, need sound proof points to back up claims. Why Are There Myths Around Omnichannel Engagement? But no one who values connecting with real customers makes business decisions based on myths. Myths and folktales are part of all cultures, told and retold for generations, often in film. They have great power to inspire and connect us emotionally. Even if you haven’t seen the film, you have probably felt the sting of a bad decision when you relied on myths and half-truths to be your guide. Have you seen the latest Harry Potter film, Fantastic Beasts and Where to Find Them? It’s a world of magical creatures and half-truths that obscures reality-often leading to dangerous missteps.
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