Here’s our omnichannel checklist, four signs you’re doing omnichannel right.
Of course, there’s a lot more to omnichannel than is covered here, but this piece raises some good points. In particular the one about the ability for customers to move seamlessly through the different touch-points/channels. That’s what enables the efficiency that powerful brands are built on.
What I don’t agree with is the idea that social media should be handled entirely by customer service people, nor the thought that customer service is somehow separate from marketing. Sure, customer service people need to be involved and have access to social channels, but the marketing department own the relationship with customers and therefore have far wider use for these channels and, anyway, customer service is a part of marketing. If you want a truly omnichannel business you also have to be fully integrated internally too.