From Blending to Omni-Channeling
January 2017 | Willem Pieterson
Together with ICF International, Willem Pieterson is reviewing multi-channel management strategies and creating recommendations for governments wanting to create integrated omni-channel strategies.
Goal of this project, funded by the European Commission and executed for ICF International, was to explore the opportunities and challenges of modern multi-channel management. Our findings suggest that management of channels has evolved over time in different phases. Recently, private sector organizations have started to focus on omni-channelling; a tight integration of channels leading to a seamless customer experience.