Are you considering all of your channels when you think about the omnichannel experience?
A couple months ago, I wrote about improving the omnichannel experience to reduce customer effort. In my closing statement, I mentioned that I’d write about a channel that you may not think about when you’re making the transition and the transformation from multichannel to omnichannel experiences. I think most companies only consider phone, web, social, email, in store, in person, etc. when thinking about the omnichannel experience. That’s a good start. But there’s one more to consider.
