Omnichannel

Omnichannel is a unified customer experience at all touch points. The website, social networks, bot, newsletter, offline are interconnected, and the client is “recognized” in any channel: looked at the product on the website - saw it in the bot, wrote in a personal message - the manager sees the story.

Omnichannel is confused with multichannel. Multichannel is simply “we are everywhere”: the website is separate, VK is separate, the bot is separate. Omnichannel is when channels see each other and transfer the client without losing context. The difference for the client is huge: you don’t have to explain from scratch every time who he is.

Technically, omnichannel rests on CRM and end-to-end analytics - this is the “spine” into which all channels converge. Without CRM, any conversation about omnichannel remains a presentation. With it - a real tool that increases conversion into repeat sales.