Retailers worldwide are facing threats to their very survival, from eroding margins and declining market share to the demands of digitally adept consumers whose best customer experiences have become what they expect from every customer experience.
Many retailers have responded with a largely outdatedomnichannel approach, focusing on integrating the physicaland digital channels they use to interact with customers, whenthe problem is actually inside the business. Today’s customerswill remain loyal only if a brand offers them transparency andsuperior quality products while actively engaging with themto build a relationship they value. Meeting those needs hasnothing to do with offering yet another physical, digital or mobilechannel—and everything to do with running the business in away that is customer-first and customer-centric.
To succeed in winning the loyalty of 21st-century customers,retailers need a holistic, enterprise-wide, “outside-in” approachconnecting the capabilities of the front, middle, and back officesso that customer centricity can become the focus of the entirebusiness. Moving away from the limitations of omnichannel,executives have begun to adopt a KPMG Connected CustomerEnterprise or “omni” approach.
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