[UPDATED] The big omni-channel trap awaits digital executives who make huge technology, process and people investments to create new “experiences” for “connected customers” but neglect social technologies’ ability to engage people emotionally. Few business executives have spent enough quality time in digital social venues to appreciate how personally and deeply people collaborate online; rather, it is normal for CDOs, CMOs and CIOs to primarily think of “digital” as mechanizing technologies like Web transaction systems (ecommerce), mobile and big data. That’s the preconception baits the big omni-channel trap. The Big Omni-Channel Trap is second in CSRA’s retail & omni-channel series, and it will show you how to avoid the trap.
More and more customers and other stakeholders are collaborating online and getting accustomed to being individually treated like people, not demographics of consumers or customers. They like it. People can’t resist places in which they, and others around them, are listened to and responded to meaningfully. People respond to each other’s emotions. Organizations that don’t appreciate this development will invest heavily and receive lackluster returns, weakening themselves at a […]