Omnichannel customer experience – What is the fuss about?

Nearly every one of us is a frequent flyer member with an airline of choice.  In addition, a majority of us may also have the branded credit card of the airline to maximize our benefits.  Those of us falling in that category should not be receiving offers to open said credit card, but in the past have, leading us to wonder why the airline did not know that we already have the card.  That happened in the past because the systems managing the memberships were not sharing information amongst themselves, leading to a bad customer experience.

With the ubiquity of mobile devices and social platforms, it is very easy these days for individuals to share their experiences, good and bad, with a large number of people.  Today most people look at these “reviews”/experiences when making a decision to buy a brand or product.  Recently, United Airlines and Wells Fargo, two well-known and respected brands, took a hit to their reputation because of the bad experience their customers had with them.  United Airlines because of the video of a passenger being dragged from one its planes went viral, and Wells Fargo for pressuring personal bankers and tellers into selling more accounts to customers than they needed, which ended up in unauthorized accounts being opened in their names.  On the other hand, you have companies like Amazon, Uber, and Netflix, to name a few, that retain their customers and continue to grow their base without direct sales people and purely based on the experience that people have interacting with the brand which does not differ regardless of the device or point of interaction.


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