Multi-Channel, Omni-Channel, Touch Points. Definitions aside, its about the UX

I found this Forbes article on “Why Multichannel Retail is Obsolete” and it triggered the want to write down some thoughts.

Definitions aside, Omni-channel is about the consumer experience. Consumers deciding how, when and where they want to transact.

The challenge is opening up an organisations systems and processes and exposing them to the consumer via the customers interface of choice. Face to Face, mobile, phone, desktop, sms, carrier pigeon or tweeted smoke signal. In an ideal world, it will not matter in the end.

Its difficult for an organisation to open up systems that they know aren’t 100%. It takes courage to start the process. It takes tenacity to see the organisational behavioural and systems changes through to the end of the first project.

That makes way for the second, third, fourth………