Are You as Smart as Your Customer? Creating an Omnichannel Commerce Strategy by Maximizing Customer Insight
Richard Blatcher,
The digital landscape has opened up the potential to create thousands of touchpoints between businesses and their customers. Now customers have access to “all” avenues of engagement with their seller and are looking for ways to make purchases in a way that meets their needs. As a result, B2B companies are facing immense pressure to develop a better understanding of how their customers want to be engaged, and there is a critical need to bridge the gap between what a customer wants and how they can deliver. Omnichannel commerce – the ability to sell to customers fluidly and flawlessly between any and all channels – is the strategy companies must take to meet the demands and expectations of today’s digitally-fluid customers.