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Closing the Gap Between Customer Expectations and the Omni-Channel Experience

The goal of omnichannel sounds simple — sustain customer engagement across channels according to customer expectations. But omnichannel is among the most complex challenges businesses face today because it typically encompasses a multitude of customer-facing systems and functions that are often managed by different departments and groups spread across the organization. Firms that are serious about omnichannel are beginning to rethink how they view this strategy how it is resourced, and what being ‘omnichannel’ really means.