The Melody of Omnichannel Customer Experience Management (OCCEM)

Abstract

In recent years, with the development of technology, the number of contact points between companies and their customers has multiplied. From the company point of view, companies may reach their customers through multiple marketing channels. Moreover, business intelligence necessitates increasing data sources, strengthening the power of analysis tools, and developing knowledge to be used as a competitive advantage. On the other hand, today’s mostly digitized customers expect more than just commoditized products or services. Customer activation creates experiences that make them feel strong as agents perpetrating the structure (brand strategies) by taking an active role instead of being passive. In other terms, customers are in the main decision position to plan the structure. Thus, companies should design unique and memorable customer experiences through different channels in an integrated way, which is called omnichannel. Omnichannel customer experience management is possible by determining and coordinating customer touch points. In other terms, a melody should exist at these interaction points. This book aims to contribute to this advancement by first providing general reviews of the literature, then covering the pillars to design omnichannel customer experiences, and lastly providing technology-enhanced applications from several industries. This book aims also to provide fresh conceptual insights and thinking about the ways to design and develop omnichannel customer experiences.

Citation

Dirsehan, T. and Dirsehan, M.Ç. (2020), "The Melody of Omnichannel Customer Experience Management (OCCEM)", Dirsehan, T. (Ed.) Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey, Emerald Publishing Limited, Leeds, pp. 1-10. https://doi.org/10.1108/978-1-80043-388-520201002