Why omnichannel, fast-forwarded by the pandemic and technological change, now needs to be driven by strategy and people
Authored by Maxine Smith, Managing Director, and Senior Consultant, Alexandra Fulford, Uptake Strategies for the PME Pharma Strategists’ Blog
In this article, Maxine and Alexandra discuss the difference between omnichannel and multichannel, summarising it as a strategic shift from being internally focused to externally focused. Alexandra highlights that companies succeeding with omnichannel focus on leadership, culture, and capabilities.
Without the right people, skills and culture, teams will not deliver the true omnichannel experience for their customers. The secret to success lies in a truly collaborative and cross-functional way of working that is totally focused on the customer.
They summarise the article by saying that to be experts in omnichannel and stronger customer engagement, we will need careful strategic planning and strong leadership. While omnichannel has been fast-forwarded due to the pandemic and technological change, it now needs to be driven by strategy and people.