Interactive INTRALOT - OMNICHANNEL
Holistic Intelligence A glimpse into the future of Omnichannel
Intralot’s Christina Boubalou takes a helicopter view of the state of ‘Omnichannel’ in gaming
If I had a dime for every time a marketeer around the globe used the expression “omnichannel” during the past five years, I would definitely be a multi-millionaire. Clearly, it is the way to go and it has been designed, blueprinted and fully justified from numerous aspects.
Christina Boubalou, Senior Manager in Customer Experience, Intralot
Christina Boubalou is a Senior Manager in Customer Experience at Intralot. With more than 17 years in the entertainment and advertising sector as a Marketing and Communications Professional, she has spent the last 5 with Intralot designing games and optimising customer experiences.
Every corporation that has as much as a tiny digital footprint, has presented its omnichannel approach. Several of them have actually materialised it and a few have done it successfully. So what’s next? Is the omnichannel approach the new best thing for another five to ten years or should we expect a different, new and fancy trend?
“Omni”, a word with the genuine Latin origin “Omnis”, meaning “all”, “everything” or even “throughout”. “Multi” on the other hand, comes from “Multus”, meaning “many”, or “multiple”. Teir meanings are close, yet they are different. And this is where confusion has set in. As customers are more empowered and more demanding than ever, brands focus on meeting their sophisticated needs by adding channels of interaction, more points of sale and interfaces through which players can be reached. Companies came to realise that increased Point of Sale availability translates to a multiplication of customer interaction opportunities. So they added more channels -or digitised existing ones- in an attempt to increase their customer base. One famous multinational corporation for
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247.COM
example, claims that multichannel integration -a key component for great customer experience- has the ability to increase profitability by 25 per cent.
Well, this naturally makes them all multichannel corporations, but have they stopped to think “Are many channels what the customer really expects?”. It is the answer to this question that gave birth to the omnichannel strategic approach. And it is what digital transformation is all about.
CHANGE IS LED BY THE CUSTOMER What most companies have failed to realise is
that unjustified “multichannelism” does not offer a truly seamless experience, because it is the customer that should dictate the change, and only by licensing to him -without putting quantity over quality- companies could bring together all their offering in a unified experience: an omnichannel one. So instead of adding channels or separately digitising existing ones, they should listen closely, deconstruct, re- imagine and eventually re-design the whole customer journey as a whole.
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