The reason that we keep talking about it is that very few have actually achieved omni-channel delivery. Another important reason that we continue to talk about omni-channel experiences is because it’s what customers expect. They want the organizations that they choose to know them as a customer, including product and channel usage and preferences. Is the reason that we keep talking about (and striving for) omni-channel experiences because they are not obtainable? Is an omni-channel approach the unicorn of modern customer experience?

In this article, we discuss what is needed to deliver on an omni-channel experience and the barriers that keep companies from delivering on
this objective.