Strategies for Breaking Down Silos (jschmid.com)

Omnichannel success is all about breaking down barriers between channels and building cooperation. Every company that strives for omnichannel success is trying to change from being company-centric or channel-centric to being customer-centric.

In a channel-centric company, one channel typically dominates the others. In this business model, the company is more important than the customer; everything revolves around improving sales and making more money for the company. Retailers think first and foremost of their stores; other channels are an afterthought. Pure-play catalog or ecommerce companies concentrate only on their method of selling.

A customer-centric business is totally oriented toward the customer. Customers decide when, where, and how they wish to shop with the company. From the customer’s perspective:
*The customers control the relationship.
*Customer service is seamless across all channels.
*Customers see a single face/identity/voice/brand from the company, regardless of channel.
*Customers have the feeling that the company cares about them and works for their loyalty.
*Most if not all merchandise is available from all selling channels.
learn more at: https://www.jschmid.com/blog/strategies-for-breaking-down-silos/

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