Building the World's Largest Community of CX Professionals

Learn More
omnichannel customer engagement

Omnichannel Customer Engagement

Case Studies, Market Drivers, Market Barriers, and Best Practices for the Adoption of Omnichannel Engagement Strategies and Software

  • Share

Although brands have been transforming their CX models over the last several years, the COVID-19 pandemic accelerated many organizations’ plans for deploying omnichannel engagement strategies. 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. 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.

This Dash Research report 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.

Key Questions Addressed:

  • What trends are driving the market for software and services that support omnichannel engagement?
  • Which software vendors are the key market participants?
  • What are some key challenges involved with delivering omnichannel CX engagement strategies?
  • What barriers exist to the purchase and use of software and services used to enable omnichannel engagement?
  • What are some representative case studies highlighting successful implementations of omnichannel engagement?
  • What are some best practices for ensuring successful omnichannel CX engagement?

Who Needs This Report?

  • Outsourced or owned contact center providers
  • Organizations seeking to improve CX engagement
  • Organizations seeking to migrate from a multichannel to an omnichannel engagement approach
  • Heads of CX and customer support
  • IT directors and integration specialists
  • CX training directors
  • Investor community

Table of Contents

  1. Executive Summary
    1. Introduction
    2. Market drivers
    3. Market barriers
    4. Dash Research insights
  2. Market Overview
    1. Defining omnichannel engagement
      1. Unifying Omnichannel Customer Data
      2. Predictive analytics
      3. Zigzagging customer journeys
    2. Benefits of an omnichannel engagement strategy
      1. Typical engagement channels
        1. Voice
        2. Web
        3. Text/SMS
        4. Mobile apps
        5. Social media
        6. Video
        7. Email
        8. Others
      2. Market drivers
        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
      3. Market barriers
        1. Technical challenges with implementing disparate software and workflow processes
        2. A lack of an agreed-upon omnichannel vision
        3. Training and personnel issues
        4. Privacy issues
  3. Case Studies
    1. Omnichannel Case Studies
      1. LuckyVitamin (FullStory)
      2. Deutsche Telekom (Nuance)
      3. North Yorkshire County Council (Mitel)
      4. North American Automaker (TTEC)
      5. Accent Group (ZenDesk)
  4. Best Practices and Recommendations
    1. Best data practices for omnichannel engagement
      1. Develop a data-centric culture
      2. Eliminate data silos
      3. Use technology to support and augment human efforts
      4. Strategic recommendations for enterprises
  5. Acronym and Abbreviation List
  6. Table of Contents
  7. Table of Figures
  8. Appendix
    1. Scope of study
    2. Sources and methodology
    3. Copyright notice

List of Figures

  • Omnichannel Software Requirements for Organizations
  • Predictive Modeling Using Machine Learning
  • Benefits of Omnichannel Engagement
  • A Typical Online/Offline Customer Journey Map

Report Details

  • Price: Register or Login to View
  • Pages: 31
  • Charts, Tables, and Figures: 4
  • Publication Date: 1Q 2022
Login or Register


  • Register or Login to download a free Executive Summary and brochure for this report.

Latest Research

omnichannel customer engagement

Omnichannel Customer Engagement

Case Studies, Market Drivers, Market Barriers, and Best Practices for the Adoption of Omnichannel Engagement Strategies and Software

Read More
CX for contact centers

CX for Contact Centers

Case Studies, Market Drivers and Barriers, and Market Sizing and Forecasts Focused on the Adoption of CX Platforms and Applications in Contact Centers

Read More

CX Market Ecosystem

150 Key Players and Industry Participants Providing Offerings in Customer Data & Analytics, Customer Relationship Management, Contact Center, Personalization & Optimization, Customer Insights & Feedback, and Employee Experience

Read More

CX in the Travel & Hospitality Industry

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

Read More

Latest Articles

Customer feedback data

Taming Customer Feedback Data into Insights and Action

There is no shortage of technology solution providers in the customer insights and feedback space, ranging from those who offer end-to-end solutions to those who focus in on just one or two areas of the insights and feedback chain. One of the areas…

Read More
Vocal tones in customer experience

The Impact of Vocal Tones on Persuasiveness

The results of a study published in February 2022 in the Journal of Consumer Research found that persuasiveness is often driven by vocal tones that denote focus, low stress, and stable emotions. While the research centered on the vocal tones in…

Read More
CX customer wins and case studies

Customer Wins: HappyOrNot, Emplifi, Avtex Solutions, Satisfyd, and 3CLogic

This new roundup of customer wins includes two automotive-related success stories from overseas: the collaboration between Finnish terminals manufacturer HappyOrNot with Lexus Manila in the Philippines, and the partnership of Ohio software firm…

Read More
Alchemer funding

Alchemer Boosted by Significant KKR Investment

Alchemer announced an investment from KKR via KKR Ascendant, a new strategy within KKR’s Americas Private Equity platform that focuses on investing in middle market businesses. While financial terms of the deal were not disclosed, it is a…

Read More
More News