Transitioning from Multichannel to Omnichannel Customer Experience in Service-Based Companies: Challenges and Coping Strategies

• Carmen Gerea ^[1] ; Valeria Herskovic ^[1]
  1. [1] Pontificia Universidad Católica de Chile

     Pontificia Universidad Católica de Chile

     Santiago, Chile

     
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 17, Nº. 2, 2022, págs. 394-413
• Idioma: inglés
• Enlaces
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• Resumen

  • Omnichannel as a strategy has long been associated with retailing, but service-based organizations have been increasingly embracing it with the help of digital technologies. Moving from a multichannel to an omnichannel service-based organization is a challenge per se; we aim to add to the discussion an understanding from a customer experience (CX) management point of view. Our goals are to (1) understand the key factors to unlock omnichannel capabilities, (2) identify the challenges of becoming an omnichannel service-based organization, and (3) propose a set of strategies to overcome them. We interviewed practitioners in key roles in traditional industries such as banking, insurance, and telecommunications. Based on the findings, we introduce and validate a conceptual framework, which includes enablers, challenges, drivers, and contextual factors, for the transition process from a multichannel to an omnichannel customer-experience-oriented organization.