According to a recent omnichannel banking article featured on ATMmarketplace.com, “One of the first steps in creating an omnichannel customer experience is to define the term “omnichannel” itself.”
This might be the most important step, also, because getting the definition right can mean the difference between running or stumbling in an omnichannel implementation.
A 2014 retail and business banking technology survey conducted by Celent NA explains why, and the graph below says it best.
But here’s the thing: Creating an identical customer experience across all channels is impossible. A surprising number of respondents strongly agreed that “omni” means “identical.”