The Quest for Omnichannel Success

May 2018: Vol 41 No 5
by Stephanie Schwenn Sebring

Answering fundamental questions is a great first step.

a bright lightbulb overlaid with icons representing digital delivery channels, hanging in front of a wood background

Trying to find omnichannel success can sometimes feel as intense as going on an Indiana Jones-style quest for the Holy Grail. But the best advice for how to use your channels to effectively serve members and deepen your brand really isn’t an overly crazy adventure. First, experts agree, you need to ask yourself some key questions, such as: “Must omnichannel delivery include every last channel?” “Is depth of integration on several channels more important than breadth across all of them...

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