IDG Contributor Network: Redefining omnichannel: The challenge for technology leaders

To reach consumers, brands need omnichannel strategies that deliver a consistent customer experience at every touchpoint. Yet today’s technical and business conversations about omnichannel are often too limited in scope to achieve what’s ultimately possible. Brands typically only focus on payment processing across one or two channels — missing the opportunity to tie together customer data from multiple points of sales into a holistic 360-degree view.

Delivering the omnichannel experience that today’s customers demand — and that also gives business owners the insights to make strategic data-driven decisions about which channels best serve their business — requires the integration of both back-end and customer-facing systems into a single platform.

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