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In marketing and technology, ‘something is still new when we can’t find one unanimous way to spell it.

Instead of arguing about the meaning and the correct spelling, we just see it as an indicator of something new and yet to be decided by the masses. By no means is the concept under- noted or fledging. With most things that are new, there are still developing ideas.

Omni comes from the word ‘Omnis’ which can be described as ‘all’ or ‘universal’.

Furthermore, Omni channel is about true continuity of someone’s experience. Omni is all about perceiving all things and the best way for a customer to perceive everything is to allow them own their data and experience, then give them the ability to use it to guide creation and context of every future experience. This has been our practice in RUSSELSMITH over the years.

Omni channel is also a cross-channel business model that companies like RUSSELSMITH use to increase customer experience. The approach has verticals in healthcare, government, financial services, retail and telecommunications industries, including channels such as physical location.

Companies that use Omni channel contend that a customer values the ability to be in constant contact with a company through multiple avenues at the same time. To achieve this, RUSSELSMITH always conduct a survey to know how customers feel about any service rendered and if there is any area of improvement. “Customers are living in a real-time context’’ said ‘Kirstin Ogilive’ the vice president of corporate marketing for

Customers expect real time responses and answers with their interactions and personal applications when they deal with brands, they don’t expect anything different.

RusselSmith group has raised the bar for customer service allowing people to reach them almost instantly through social media, live chat and even text messaging. In addition to traditional phone and email support. This trend towards Omni channel service has increased customer expectations tremendously, leaving smaller companies no choice but to keep up or disappoint their customers.


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