Transitioning from Multichannel to Omnichannel Customer Experience in Service-Based Companies: Challenges and Coping Strategies

Journal of Theoretical and Applied Electronic Commerce Research

Carmen Gerea¹  Valeria Herskovic¹ 

[1] Department of Computer Science, Pontificia Universidad Católica de Chile, Santiago 7820436, Chile;

关键词: omnichannel;    customer experience;    multichannel;    NPS;    qualitative research;    COVID-19 pandemic;   

DOI  :  10.3390/jtaer17020021

来源: DOAJ

【 摘 要 】

Omnichannel as a strategy has long been associated with retailing, but service-based organizations have been increasingly embracing it with the help of digital technologies. Moving from a multichannel to an omnichannel service-based organization is a challenge per se; we aim to add to the discussion an understanding from a customer experience (CX) management point of view. Our goals are to (1) understand the key factors to unlock omnichannel capabilities, (2) identify the challenges of becoming an omnichannel service-based organization, and (3) propose a set of strategies to overcome them. We interviewed practitioners in key roles in traditional industries such as banking, insurance, and telecommunications. Based on the findings, we introduce and validate a conceptual framework, which includes enablers, challenges, drivers, and contextual factors, for the transition process from a multichannel to an omnichannel customer-experience-oriented organization.

【 授权许可】

Unknown