The 1990s were marked by a back office revolution in efficiency, systems and re-engineering. As we transition into the 21st century , the key revolution is the front office interface with customers. It is no longer a simple mix of bricks and clicks integration. Rather, with the advance of social media, mobile media, always on communications the new internet of things and multi channel markets, the new catchphrase is Omni-Channel.
Is Omni-channel truly different from multi-channel?
Do traditional marketing approaches work in an Omni-channel world?
What new capabilities do firms need to put into place to take advantage of this world?