Today’s connected market demands rich and seamless communication experiences when interacting with brands, and the one true way to achieve this is by embracing the Omni-channel experience. Many local brands are only multi-channel enabled, meaning that customers are offered a range of choices in terms of how they would prefer to interact with a brand. The omni-channel approach, however, engages customers in an integrated way, through consistent communication across a range of channels and devices.

A great example of this is StarBucks: When customers want to check their loyalty point balance, they can do so at any coffee shop, on the Starbucks website, using their phone, or on the Starbucks app. Each time they earn points or redeem rewards, the changes to their accounts are reflected across every channel in real-time. Now that is customer centricity!

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