A channel is a medium of interaction between a user and a company. The key to omni-channel CX is that the channels are not limited to digital channels, they can be digital or physical.
The key difference between multi-channel and omni-channel is that omni-channel joins these touchpoints together so regardless of a customer’s journey, the experience is consistent and unified.
What is an omni-channel study?
An omni-channel study captures activities that span more than one channel or device. For example, if a customer visits a retailer’s website to check if an item is in stock at a nearby store and then visits the brick-and-mortar store to purchase that item, they have completed an omni-channel experience.
Why are omni-channel studies helpful?
An omni-channel study is valuable when you want to understand the user experiences of a brand, company, or organization across channels.
When should an omni-channel study be conducted?
Omni-channel studies can be conducted at any time, but they are particularly valuable when conducted before any redesign efforts. By doing so, researchers can identify what’s working well and what needs to be improved in the existing omni-channel experience.