Our last two videos focused on omnichannel in the contact center, highlighting the current status quo and the differences between omnichannel and multichannel. Now, we want to talk briefly about how firms can follow the customer journey in omnichannel environments.
Journey analytics should be the goal for any company's omnichannel efforts. With journey analytics, firms can track every customer interaction across all communication channels, without any gaps. This offers a much more complete understanding of what your customers want and how to best meet those expectations.
At present, fully embracing journey analytics in an omnichannel world is a tremendous challenge, thanks to both technological and organizational obstacles. In the near future, though, journey analytics will become increasingly common, and firms need to take steps now to prepare.
Come back soon for the final video in our omnichannel series!