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Omni-channel is a concept that involves following visitors or customers all the way. Multi-channel is based on reaching the target groups through several touchpoints and optimizing each one of these separately, while omni-channel takes an additional step by focusing on optimizing the customer’s overall experience of all contact points as one. It means completely basing it on the customer’s perspective and creating an experience that works seamlessly and intuitively through all touchpoints used by the customer. This experience is individual. When a potential customer visits the company’s website, the content will be customized after this unique individual’s behavior, the time of day and the geographic location. The customer journey becomes an important tool for us to understand how the customer moves around and what each contact area should contribute with.
