This website does not support Internet Explorer. Please, switch to Edge, Chrome, or Firefox browser to view this page.

Learn about IE support
Best Practices

Is omnichannel the silver bullet?

a person looking at different retailing channels when shopping online
Published: Reading time: 2 min
Vikas Goel Chief Human Resources Officer
Vikas GoelChief Human Resources Officer
Follow on LinkedIn
Published:

I was talking to an omnichannel executive at a major retailer, and he shared an interesting story with me.

He and his daughter were driving in Midwest USA when they saw a truck that read: “Anything, Anywhere, Anytime.”  His daughter turned to him and asked, “Dad, isn’t that what you are trying to do at your company?”. He smiled and nodded, however, he didn’t have a good answer to her question. It got him thinking: If a trucking company is talking about this, how could traditional omnichannel create a lasting differentiation for his or her company? The executive took this experience back to his company and used it to drive a more holistic transformation that includes elements of Omni-Channel, but goes much further than a traditional Omni-Channel Initiative.

Is omnichannel the silver bullet?

Not really, but a superior Customer Experience is! It was the heart of retailing yesterday, even more relevant today, and will remain at the core of retailing in the future. How many retailers have a truly cross-function leader responsible for Customer Experience who is not the CEO?

Omni-channel is a key driver of Customer Experience. While having a person spearhead the Omni-channel initiative is important,  creating a broader role to enable a winning Customer Experience is vital. The obvious question this raises is, “why do we not see this role more frequently?” For one, Customer Experience touches every aspect of the organization, which makes it difficult to define responsibility and accountability. It inevitably creates a matrix organization that is difficult to manage. But the value of re-purposing the existing role or creating a new role is huge to retailers.

The discussion about omnichannel or customer experience czar is important because it sets the tone for how an organization prioritizes and executes improvement initiatives. Today, these investments might be skewed towards Omni-channel without a full understanding of the overall Customer Experience, the benefit of each initiative, and how the various initiatives are being synchronized.

In summary, Omni-channel is important, but it should be evaluated and synchronized in the broader context of Customer Experience. Organizationally, broadening the responsibility of an omnichannel executive to total Customer Experience can be very beneficial to a retailer.

Mobile phone

Get free industry updates

Each quarter, we'll send you o9 Magazine with the latest supply chain industry news, trends, and o9 knowledge. Don’t miss out!

About the author

Vikas Goel Chief Human Resources Officer

Vikas Goel

Chief Human Resources Officer

Vikas Goel is the Chief Customer Officer at o9 Solutions. He has over 25 years of experience in planning and analytics across multiple domains. In his current role, he is responsible for client success, value delivery, and partner enablement globally.

Resources

View our related articles, white papers, use cases & videos

article4 min

Each Step Counts: What o9 Walks Means to Our Community

by Igor Rikalo
O9 walks blog page
article8 min

What is Production Scheduling?

by o9 Solutions
Seo blog production scheduling blog header v1
news3 min

o9 Enhances Its Digital Brain Platform With Generative AI-Powered Composite Agents to Execute Complex, Cross-Functional Planning

by o9 Solutions
O9 pr gen ai newsroom
event

o9 Workshop Weekend — F1 EMEA, Hungary

Formula 1
article16 min

The Takeaways from aim10x Chicago 2024

by o9 Solutions
Hero image blog page
Guide

Transforming Packaging Supply Chain Planning & Collaboration

O9 guide wppp mockup 2
White Paper

Striking the Balance: Hybrid Planning Strategies in Integrated Paper and Packaging

O9 whitepaper wppp mockup 1
article9 min

What is Inventory Allocation?

by o9 Solutions
Seo blog inventory allocation blog header v1
article8 min

The Takeaways from Growth Leaders Summit Chicago 2024

by James Griffiths
Hero image blog page
news2 min

o9 Partners With CooperVision To Support Strategic Initiative For Accelerating Supply Chain Operations

by o9 Solutions
Coopervision newsroom banner v2 (1) (1)
article3 min

Advanced Risk Management: Steering Supply Chains Safely Through the Storm

by Karolina Tuttle
Risk management blog 3
White Paper30 min

The CIO’s Guide to Digital Supply Chain Planning Transformation Leadership

Cio persona whitepaper cover mockup 1