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Barriers to Omnichannel

Barriers to Omnichannel

Recent years have seen the word ‘omnichannel’ introduced as describing the goal of customers being able to contact (and be contacted) through any channel switching between them during the interaction as appropriate, while taking any relevant data and history along with them with a single, unified view of the customer’s journey being available to the agent.

For the purposes of describing how far along the omnichannel process our survey respondents are, those who offer multiple communication channels to customers were asked to place themselves into one of three categories:

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