With customers now able to interact with brands via a range of different touchpoints, the need for brands to create seamless omnichannel experiences has never been greater. This chapter runs through the key characteristics of a great omnichannel experience. It covers:
- Barriers to great CX: What are the most significant barriers to creating great omnichannel experiences, and how can businesses overcome them?
- Employee experience and CX: What does employee experience have to do with delivering excellent CX? How can organisations elevate employee experience?
- Brand and CX: How does a sound definition of brand support customer experience? What practical steps can businesses take to define their brand?