Omnichannel means all channels of communication working together to provide a consistent, unified customer experience. It’s an approach to customer interaction that recognizes customers move from channel to channel – for instance from social media to live chat and then to the phone – on the path to purchase; and ensures that with each channel switch the experience remains seamless. This means information given in one channel must be able to move to the next channel so that interactions flow like a conversation – at no point should a customer have to repeat or resubmit the same information to continue.

As a result, delivering an omnichannel customer experience is only possible with silo-free access to customer data and the ability to build and maintain a single 360° view of each customer.