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By Arnd HEßELER, Dirk HOLLÄNDER, Ekkehardt BAUER, Christian BUDDENDICK and Darius WIRTZ, zeb consulting*
Nowadays the concept of omnichannel management (OCM) is becoming increasingly important. Digitalization, social media, big data and other emerging technologies like artificial intelligence continuously and deeply disrupt the way businesses operate nowadays. Especially in the retail sphere, customers increasingly seek simple, personal, real-time interactions 24/7 via any sales channel. In addition to traditional points of contact like branch networks and telephone, customers increasingly look for access via the web, mobile applications and social media.
Omnichannel management is known as the synergetic planning and management of all these...
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