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Introduction

This report highlights what it takes to remain persistently relevant to customers, starting with a rewarding and pervasive customer experience. It also provides guidance to help firms succeed faster.

Highlights

  • Eight attributes must be orchestrated to deliver persistent customer relevance and growth.
  • A purposeful, evolutionary path is recommended to ensure more rapid success.
  • A rewarding and pervasive customer experience is built on the bedrock of five foundational elements.

Features and Benefits

  • Distills the lessons learned from enterprises that have succeeded in delivering a rewarding customer experience across any combination of channels and provides guidance on how to succeed.
  • Provides a clear and concise view of what is required to develop omnichannel capabilities.

Key questions answered

  • How do you build an omnichannel capability that delivers a rewarding customer experience consistently?
  • What are the underlying principles and practices that should be considered part of an omnichannel initiative?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

Eight attributes must be orchestrated to deliver persistent customer relevance and growth

  • Visionary leadership – centers the enterprise on the customer
  • Engaged and empowered workforce
  • Collaborative
  • Acute sensing capabilities
  • Rewarding and pervasive customer experience
  • Continuous innovation
  • Adaptive and simplified processes that span the value chain
  • Adaptive enterprise architecture

A purposeful, evolutionary path is recommended to ensure more rapid success

  • The Ovum-Qubit evolutionary capability model provides a progressive path for customer experience capability development

A rewarding and pervasive customer experience is built on the bedrock of five foundational elements

  • Customer data and insight management requires discipline and technology
  • Example technologies to drive insight
  • Experiences must be intelligently orchestrated and mapped to customer journeys
  • Customer experience must be continuously recalibrated and reinvigorated through innovation
  • Customer metrics, not just financial, need to be well thought out to drive positive customer outcomes

Appendix

  • Methodology
  • Further reading
  • Author

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