As with many business approaches that prove to be far more influential and useful than first imagined, the omnichannel concept has its roots in the world of sales. Specifically, businesses were rightfully concerned that their customers – especially online, though in brick and mortar environments as well — were encountering too much friction on their journey from new prospect to raving fan. And so to prevent this, businesses elevated “seamless” and “one-stop” into guiding principles for everything from user experience to sales funnels, and watched as both sales results and customer satisfaction numbers climbed. Everyone went home a winner.
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