A number of years ago, omnichannel was the big idea. It still makes sense. Unified data and a unified experience is supported by an Omni-Channel approach. Omni-channel creates a unified approach seamlessly across channels all of your channels like direct marketing, advertising, sales, digital like the web /  mobile and customer service (call center). All channels need to be fused into a single approach.

At its core, Omni-channel is about the customer and being obsessed with the experience they have with you. Any thing that is disjointed will throw them off. The focus here is on seamless and consistency.

Check this out from Deloitte and Hans Neubert. Hans principal and global practice leader, Digital Experience Design, Gensler.

During the COVID-19 pandemic, a tailor on London’s Savile Row—unable to travel to customers—found himself measuring clients two continents away in Seoul for bespoke suits … with the assistance of a robot.1 By necessity or choice, people have increasingly embraced digital interactions in all aspects of their everyday lives, whether in working remotely, online schooling, or ordering groceries.

Yet our growing reliance on digital interactions has left many of us pining for more personalized human experiences. In Deloitte surveys conducted during the pandemic’s early months, more than half of the participants said they wanted their virtual experiences to feel more “human.”2

In what we recognize as an emerging trend, consumers are becoming less satisfied with distinct physical or digital experiences. They want the best of both: personalized interactions combined with the convenience of digital. During the next 18 to 24 months, we expect to see leading companies embrace the bespoke for billions trend by exploring ways to use human-centered design and digital technology to create personalized, digitally enriched interactions at scale.

The trend carries a degree of urgency, for one simple reason: Customers are impatiently waiting. Two-thirds of participants in a spring 2020 Deloitte survey said they had already tried a new digital experience—virtual concerts, social gatherings, government transactions, or something else. These digital alternatives to in-person activities initially seemed adequate, but the law of diminishing returns quickly asserted itself. 3 As it turns out, many of the digital experiences that have become mission-critical leave customers wanting more, which is hardly a recipe for long-term success.

What does a bespoke digital experience look like for your customers? They’re looking for an answer.