NOW PART OF THE FUTURUM GROUP

Learn More
omnichannel customer engagement

Omnichannel Engagement Is Becoming a Centerpiece of Customer Experience Strategy for Many Organizations

Growth in Omnichannel Initiatives Is Being Driven by Shift to Digital Interactions, Customer Support Improvements, Changing Demographics, Pandemic Impacts, and the Rise of CX as a Competitive Differentiator

  • Share

Although brands have been transforming their customer experience (CX) models over the last several years, the COVID-19 pandemic accelerated many organizations’ plans for deploying omnichannel engagement strategies, according to a new report from Dash Research. An omnichannel strategy is a cross-channel strategy that gives a seamless and integrated experience to users across multiple channels. Unlike multichannel strategies, where each channel is managed individually, omnichannel engagement strategies streamline all customer touchpoints under a single platform, with a consistent and continuous experience for the user.

“To enable omnichannel engagement, companies must remove data silos and capture and analyze customer interactions at scale,” says principal analyst Keith Kirkpatrick. “With these insights, organizations can uncover pain points, concerns, or challenges, and take action to improve omnichannel CX and drive increased customer retention and loyalty.”

Kirkpatrick adds that there are five key market drivers for the growth of omnichannel engagement strategies:

  1. Poor levels of customer support
  2. A growing shift to digital interactions
  3. Changing demographics of customers
  4. The COVID-19 impact on sales, service, and support
  5. CX as a competitive differentiator

Like any technology or approach, however, there are technical and operational barriers to complete market adoption. Dash Research’s analysis indicates that the most notable barriers to adopting and incorporating an omnichannel engagement strategy within the enterprise are:

  1. Technical challenges with implementing disparate software and workflow processes
  2. A lack of an agreed-upon and supported omnichannel vision
  3. Training and personnel issues
  4. Privacy issues

Dash Research’s report, “Omnichannel Customer Engagement”, examines the market issues, drivers, and barriers for the use of platforms, software applications, and services that enable the deployment of omnichannel engagement strategies for CX. Several case studies illustrating the various ways omnichannel engagement is being used by end users are included in the report, along with best practices, software selection criteria, and recommendations for deploying omnichannel engagement strategies. An Executive Summary of the report is available for free download on the firm’s website.

About Dash Research

Dash Research, the market intelligence arm of Dash Network, provides in-depth research and insights on the worldwide CX market including a comprehensive assessment of technology solutions, business issues, market drivers, and end-user dynamics across industry sectors. Dash Research’s global market coverage combines qualitative and quantitative research methodologies to provide a complete view of emerging business opportunities surrounding contact center technologies, customer data & analytics, customer data platforms, customer insights & feedback, customer relationship management, personalization & optimization, and employee experience. For more information, visit www.dashresearch.com or call +1.720.603.1700.

Latest Research

Employee Experience

Employee Experience

Market Drivers and Barriers, Market Sizing and Forecasts, and Case Studies

CX in the Healthcare Industry

CX in the Healthcare Industry

Patient Experience Management and Patient Engagement: Best Practices, Key Market Trends, Case Studies, and Market Forecasts

CX Market Forecasts

Customer Data & Analytics, Customer Relationship Management, Contact Center, Personalization & Optimization, Customer Data Platforms, Customer Insights & Feedback, and Employee Experience

Upcoming Events

Industry Events Engage Customer

Future of Customer Contact Conference

February 9, 2023 – London, United Kingdom
Industry Events CX Network/IQPC

CX Network Live: Voice of the Customer

February 15-16, 2023- Virtual

Featured Articles

CX customer wins and case studies

CX Customer Wins for Ytel, RingCentral, Sprinklr, Talkdesk, and MoEngage

Recent CX customer wins and case studies in the pharmaceutical, logistics, communications, retail, banking, and airline industries.

Read More
CX Innovators - H&R Block

CX Innovators: Andrew Clark, H&R Block

Andrew Clark, Head of Design for tax preparation provider H&R Block, offers insights on technology tools used to improve the company’s CX.

Read More
Auto authentication using multi-factor authentication and biometrics

Auto-Authentication Techniques to Save Time and Improve CX

Using multi-factor authentication and biometrics, in place of traditional account verification, can reduce friction in customer service.

Read More
QuestionPro Workforce DEI study

Research on Diversity, Equity, and Inclusion Shows Room for Improvement

QuestionPro Workforce president Sanja Licina discusses key findings from the company’s recent study on diversity, equity, and inclusion.

Read More

Educational Resources

State of the CDP

For the fourth edition of Tealium’s State of the CDP 2023 report, through an independent firm, they surveyed over 1,200 professionals worldwide in B2B, B2C, and B2B2C industries. The responses have revealed that Customer Data Platforms (CDPs) have…

Read More

In Data We Trust

71% of PwC’s “Complexity of Trust” study respondents said they would buy less from a business that lost their trust. Out of that, 73% said they would spend significantly less. Privacy is now a top consideration and focus for organizations….

Read More

The EX Market Ecosystem

This Dash Research EX Market Ecosystem Infographic provides an overarching view of technology vendors in the EX-market.

Read More

CX Technology Guide

Dash Network’s inaugural edition of the CX Technology Guide is an invaluable free resource for Customer Experience practitioners and professionals exploring the CX technology landscape. The primary objective of the guide is to demystify CX…

Read More