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Towards an Integrated Omni-Channel Strategy Framework for Improved Customer Interaction
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Author(s): Mohana Shanmugam (Universiti Tenaga Nasional, Malaysia), Nazrita Ibrahim (Universiti Tenaga Nasional, Malaysia), Nor Zakiah Binti Gorment (Universiti Tenaga Nasional, Malaysia), Rajeshkumar Sugu (Universiti Tenaga Nasional, Malaysia), Tengku Nur Nabila Tengku Ahmad Dandarawi (Universiti Tenaga Nasional, Malaysia)and Nur Aliaa Ahmad (Universiti Tenaga Nasional, Malaysia)
Copyright: 2022
Pages: 19
Source title:
Handbook of Research on Social Impacts of E-Payment and Blockchain Technology
Source Author(s)/Editor(s): P.C. Lai (University Malaya, Kuala Lumpur, Malaysia)
DOI: 10.4018/978-1-7998-9035-5.ch022
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Abstract
Online platforms and multiple accesses are two of the necessary conveniences that consumers nowadays look for. A multiple channel strategy allows customer interaction from various angles but does not provide a flawless, coherent user experience. This chapter identifies key factors that drive a successful omni-channel platform and proposes a successful omni-channel strategy framework. A survey consisting of 21 items was administered to gain customers' perspectives on channels provided by a particular company. Descriptive analysis was performed to study the underlying issues faced by customers when making complaints, service request, and enquiries via the multi-channel interaction provided. Findings show that eight technological and four customer engagement factors contribute to a comprehensive omni-channel strategy framework for a deeper understanding on the significance of a flawless user platform.
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