مجلة الدراسات الإقتصادية والمالية
Volume 14, Numéro 1, Pages 457-474
2021-12-31
Towards An Effective Implementation & Improvement Of A Consistent Omni-channel Customer Experience In The Digital Age
Authors : Fradi Asma .
Abstract
This research paper aims at identifying the significance of delivering an Omni-channel customer experience, the conditions, as well as the procedures to follow in order to implement it correctly and effectively. Moreover, the paper is concerned with key factors to consider when developing this strategy, and how it can be improved. To this end, we devoted a descriptive and analytical approach that contributes to forming a scientific background, which can be useful to enrich the various aspects related to the customer experience in general, and to the Omni-channel customer experience more specifically. The research concluded that to implement an excellent Omni-channel customer experience, firms and brands must follow and consider several steps and dimensions that have a direct link with customers, information, and technology. Furthermore, improving this experience is tied to a variety of practices that may differ from business to another; however, successful models often offer valuable ready-to-use ideas.
Keywords
Customer experience ; Omni-channel marketing ; Purchase journey ; Touch points ; Digitalization
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