Omni-Channel, CCM and the Customer Experience

October 23, 2021

Do you want your Business to be Omni-present for your Customers?

You need to provide an Omni-channel digital customer experience (CX). Today, to be present for your customers mean allowing customers to engage through their preferred channel and platform: mobile device, a PC, or in a brick-and-mortar store. Omni-channel commerce improves business performance by supporting several channels within a single interaction. It connects all channels giving the customers a choice of shopping options and a seamless experience across all platforms.

To provide this experience to your customers, you need innovation and enablement with the right technology. A strong Customer Communication Management (CCM) tool can give you that single platform for Omni-channel. It enables your employees to deliver consistent and personalized communications across all channels. Unification creates collaboration and messaging through these channels and across functions. Deploying the right CCM has some added benefits. It helps you develop quick communications, modify, and deploy them on the go, streamline operations while improving compliance. You can make the Omni-channel more powerful by integrating the CCM with business intelligence (BI) tools to analyze customer reactions to your services across channels.

How do Omni-Channel and CCM Together Add to Customer Experience?

The Omni-channel approach to CCM is the need of the hour. Here are a few reasons:

More Customer Engagement

With the right CCM tool you can tailor communications in design and the content and then fit in the required channel and device. It will engage the customers more because the layout resets itself to the screen size of the device being used.

Create Customer Personas

Omni-channel helps you create a realistic description of the buyers according to their needs. A comprehensive understanding of customers’ preferences helps identify target audiences correctly which can be furthered through questionnaires and surveys. This will help provide touch point-specific personalized interactions to specific customer groups. Omni-channel makes negative feedback from the customers more visible as they move between channels. Therefore, it controls churn and leak between channels.

Streamlined Customer Service through Customer Journey Map (CJM)

Omni-channel communication bespeak a more sophisticated organizational strategy focusing on the customer journey. While integrating all channels holistically, the Omni-channel unifies a business in terms of CJM and service. With every touchpoint unified there is little scope for silos or miscommunication between departments in giving a seamless journey. The approach leads to increased sales and better retention of your customers.

Easy Dashboard Creation

Omni-channel can transform the CJM into a visual through Dashboards. These dashboards can be made to give Key Performance Indicators (KPI) at-a-glance and KPIs relevant to a particular goal or business process.

Streamline Payment Process

Omni-channel provides seamless payment experiences to the customers. Once set, payment information gets stored in secured digital wallets for convenient and secured payments. Customers do not need to enter bank/card details every time they purchase. Businesses can offer loyalty points, virtual membership, and purchase points that will be directly shown on the customer’s home screen. Members can be given special discounts, coupons, and more enhancing the customer relationship.

Moving to Omni-channel is considered to be the best practice in business today. As per one of the past reports by, brands with a strong Omni-channel customer engagement strategy have an 89% higher customer retention rate compared to companies with a weak Omni-channel program (33%).

Your business will gain a lot of potentials when you enhance customer communications across all channels, including new ones. You can improve your Omni-channel digital CX through further innovation.

DBP has a team of professionals who can help you to gain a competitive edge through a successful Omni-channel digital CX.

Interested to discuss more please visit us at or contact the author at

About Ashish Bhalla

Ashish has almost over 30 years of industry experience in a wide range of business solutions primarily focusing on end-to-end customer experience management. He is the founder and CEO of Digital Business People (DBP), an Omni-channel customer experience management company headquartered in Singapore with its development and delivery centers in India.

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