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The omnichannel challenge is enterprise-wide, not just a front-office concern. Brand promise must be matched by fulfilment, and there must be a tightly integrated demand chain from the customer all the way back to the supply chain or network.


  • The enterprise must act as a coherent system of value creation and delivery, led by the CEO.
  • Leaders must lead if firms are to operationalize their omnichannel strategies, starting with an honest assessment of their current maturity level.

Features and Benefits

  • Outlines the omnichannel landscape.
  • Provides a maturity model for omnichannel customer engagement.

Key questions answered

  • What is omnichannel and how is it relevant?
  • How can organizations remain relevant to their customers?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

Led by the CEO, the enterprise must act as a coherent system of value creation and delivery

  • Taking a wide-angled view to understand the omnichannel landscape
  • The CEO has primary responsibility for omnichannel success

Leaders must lead if firms are to operationalize their omnichannel strategies

  • Starting by assessing the current maturity level
  • Enterprises must lay the foundations of connected customer experience
  • Evolving from multichannel to omnichannel requires structural change and intense collaboration
  • Customer-adaptive enterprises innovate continuously to drive value
  • The direction is customer-adaptive, although the majority of organizations have some way to go

CEOs should review their enterprise capabilities

  • The eight attributes model provides a lens through which to review broad enterprise capabilities


  • Methodology
  • Further reading
  • Author

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