1. Ness Software Engineering Services | ness-ses.com
5 Steps for an Effective
Omnichannel Strategy
Companies that succeed in making the customer experience consistent and frictionless across devices
with an omnichannel offering enjoy greater customer engagement and loyalty.
Buyers with
omnichannel options
are more likely to
complete purchases
Customers are more
delighted by and more
loyal to companies that
offer a great user
experience
Ability to track
across devices
gives companies
360 degree insight
into buying patterns
Develop a business case by exploring new and
existing channels. Perform a channel
assessment and future-view journey mapping to
identify where current channels fall short and
discover new functions that would add value.
With the customer in focus, envision the
seamless channel experience. Consider
intersection points with partners, employees,
and vendors to determine the API ecosystem
required to facilitate a connected experience.
Build your channels (with flexibility in mind)
according to what you have envisioned.
Rationalize your application portfolio to
determine which are worth aligning to your
omnichannel strategy and which are not.
Sustain channels by continuously optimizing.
Monitor online and offline channel alignment.
Use data to personalize cross-channel
experiences. Add features to capitalize on unique
channel characteristics (mobile vs. website).
Evolve with changing customer needs by
exploring unused or emerging channels that
can expand business. Think about new ways to
monetize data and create revenue streams if
systems were further connected via APIs.
1 4
2 5
3
5 Steps for an Effective Omnichannel Strategy
have in place the IT
systems and
capabilities to enable
seamless
omnichannel visibility
and fulfillment in the
5
supply chain.
say lack of
innovation is
harmful to
their company’s
6
future prospects.
have not yet enabled
customers to interact
with the business on
7
every channel.
of visitors report using digital
for shopping-related activities
before or during their most
1
recent trip to a store.
higher rate of conversion of
consumers who use a device
3
during their shopping journey.
84%
40%
say they downloaded their
2
bank's mobile app.
71%
that start interacting on a PC
continue the interaction on a
4
smartphone or tablet.
25%
Increased
conversion
Greater
differentiation
Better
insight
?
26% 42% 67%
Most businesses are built on systems with rigid technologies and interfaces that do not enable an omnichannel platform.
This rigidity means that organizations are struggling to deliver omnichannel experiences and compete in an API economy
with new and extended business models.
Innovation
API Product
Enabling access to your products and
services on all channels
Accounting, CRM,
Financials, Sales,
Technology products
Mobile
Point of Sale
Partner
Web
API
Emerging Platforms
Ness built APIs for a leading global payment supplier
this year to enable new product lines and partners.
150of developers publish APIs for
8
internal useto create insight.
49%
Omnichannel delivers
business value
The business case for
omnichannel
The technical challenge
How Application Programming
Interfaces (APIs) can power the
omnichannel
Creating insight by connecting
internal systems
9
An Integrated Experience
Loyalty program ‘Plenti’ is an
Amex initiative linked to
businesses like Macy’s, Exxon,
Amex and others via their API
ecosystem.
“It will really be the first time
where U.S. consumers, on a
single program, can take the
rewards they've earned in
one industry and take it to
another."
Chief executive of US Loyalty at
American Express,
Abeer Bhatia
References
1.
http://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-rd-thenewdigitaldivide-041814.pdf.
2.
http://www.statista.com/statistics/244244/mobile-banking-activities-of-us-users
3.
http://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-rd-thenewdigitaldivide-041814.pdf.
4.
Google, Multi Screen World Study Date: August 2012.
5.
Ernst and Young, Engineering the supply chain for the omni channel of tomorrow, 2015.
Ness Software Engineering Services helps companies
accelerate their omnichannel strategies and unlock
digital business potential.
To assess the potential of your omnichannel strategy,
contact us at: ness-ses.com/contact
6.
Digital Economy Deficit Survey, OnePoll, 2015.
7.
Digital Economy Deficit Survey, OnePoll, 2015.
8.
Evans Data, Developer Population and Demographics Study, 2014.
9.
http://www.pymnts.com/news/2015/amex-introduces-new-loyalty-program-plenti/#.Vc0txp3D9Ms
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Omnichannel
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