Omnichannel is driving business—or at least the idea of it is driving business strategy. In reality, however, achieving an omnichannel customer experience can be difficult. To better understand where and how marketers are truly leveraging the power of omnichannel in ways that are meaningful for both the business and the buyer, the CMO Council, in partnership with Netsertive, will engage in a thought leadership audit to spark discussion around the real definition of the omnichannel experience. This dialogue will aim to understand where gaps exist across touchpoints that are valued by the customer, including critical local experiences.
Among the key issues to be shared are:
- Where and why experience gaps exist and what marketers believe the impact could be if these gaps continue to grow
- The impact of the ever-shifting digital and physical connection behaviors of customers
- How marketers intend to keep up with the pace of expectation—the expectations that customers now have to be known and recognized
- Best practices in managing the expansive landscape of customer connection and key wins in delivering exceptional experiences to customers online and at the store around the corner
The findings of this audit will be shared in a CMO Council white paper to be published in the fall of 2016.