Omnichannel is a cross-channel content strategy that organizations use to improve their user experience and drive better relationships with their audience across points of contact. Rather than working in parallel, communication channels and their supporting resources are designed and orchestrated to cooperate. Omnichannel implies integration and orchestration of channels such that the experience of engaging across all the channels someone chooses to use is as, or even more, efficient or pleasant than using single channels in isolation.
The approach has applications in any industry, but early examples have been in financial services, healthcare, government, retail, and telecommunications industries. Omnichannel supersedes multichannel and includes channels such as physical locations and environments, ecommerce, mobile applications, social media and emerging formats like augmented and mixed reality or dynamically personalised video. Companies that use omnichannel contend that a customer values the ability to engage with a company through multiple avenues at the same time.A common misconception is that to be omnichannel, a strategy needs to support all possible channels, which is a practical impossibility for most organizations.