What does omni-channel mean to you?

What do you understand by the term ‘omni-channel service’?  

  • A situation where customers receive the same level of service regardless of how they make contact?
  • Simply an integrated form of multi-channel communications?
  • Is it a term that relates to a single customer conversation over voice, web, email or SMS?  
  • Or to a whole customer journey that takes place over time, spanning several channels and involving a whole series of conversations?

Omni-channel can mean different things to different people.

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