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Omnichannel CX: what are these 3 organisations doing right? 


Delivering a cohesive customer experience is a business imperative for any company looking to succeed today. And omnichannel is a vital part of that. 

Why? Because it's the thread that connects the dots. It's what makes the experience greater than the sum of its parts. 

Removing friction in the customer journey is a top priority for organisations across the country - as our CHA 2021 winners demonstrated with distinction earlier this year. 

We'll be sharing those stories in an upcoming White Paper - but as we build up to that and prepare for next year's Awards, today we're sharing a few examples of omnichannel excellence from the wider economy. 

What can we learn from them?

1. Disney 

In any omnichannel discussion, it's almost impossible to exclude this corporate behemoth. And there's a reason for that.

Disney offers a huge array of products and services, ranging from mass media to theme park experiences, but amidst all of this, they have a legendarily obsessive desire to unify the experience for all their customers. 

If you go to a Disney theme park, you'll discover that the "My Disney Experience" app does a remarkable job in bringing disparate elements together. 

Your tickets, your meals - even estimated wait times for the rides - can all be booked with ease on the app. Mobile, tablet, desktop - it doesn't matter! 

And they've gone even further than that: their Magic Band technology allows customers to pay for everything at the park through a simple piece of wearable kit. It also generates a huge amount of useful data that Disney can use to keep improving their offering.

When a company provides such a comprehensive experience for customers, it creates enormous trust: why would they take their custom anywhere else when it's so convenient for them to keep it with Disney?

2. Ikea 

The homeware (and Swedish meatball!) provider may still rely on a bricks-and-mortar experience, but that hasn't stopped them pulling out all the stops to make omnichannel work. 

Their app tells you exactly where to pick up selected items, allowing customers to navigate the Ikea labyrinth with relative ease. And they've recently incorporated VR: customers can use this to see how a particular item would look in their own home. 

Their complaints operation is also omnichannel-friendly: with plenty of self-serve information, as well as options to contact them via phone, text or email, they allow customers to get in touch in the way that's easiest for them. And all of this is delivered with an impeccable user experience. 

3. Zumiez

What gives this fashion retailer such a high omnichannel reputation? Well, it's largely because they succeed in implementing what other companies aspire to: an integrated loyalty scheme that customers actually want to use!

Known as "The Stash", this scheme lets customers earn points that can be redeemed for unique experiences and product offerings - and is bolstered by personalised endorsements by athletes, musicians, and other celebrities. 

They've also impressed customers with their adaptability during covid, offering curbside pickups and maintaining their omnichannel commitment in the face of evolving customer behaviour. 

These are just a few examples of how omnichannel is done well - but what about your story? How have you made sure that complaints are handled effectively across the board? 

Enter CHA to share that story, get recognition for your achievements, and receive detailed feedback from an expert judging panel. We'd love for you to join us! 

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