Touchpoints and the Revolution in Omnichannel (with abstract)

Article published by [[Other sources |BCG]] and reviewed by Nikolay Sidelnikov
Touchpoints and the Revolution in Omnichannel (with abstract)
Published By[[BCG]]
Publish DateFebruary 21, 2023
AuthorsKaren Lellouche Tordjman, Bharat Poddar, and Antoine Philippon
Topics Omnichannel
Article Sizewords
Downloadable VersionYes
Page OwnerNikolay Sidelnikov
Summary AuthorNikolay Sidelnikov


The article Touchpoints and the Revolution in Omnichannel by Boston Consulting Group forecasts the future evolution of omnichannel interactions and opportunities that it opens, illustrates it with some examples for B2C and B2B, and gives recommendations on how to act in order to capture the true potential of omnichannel.

Authors state that even though enough companies understand the value of omnichannel communications with the customer, they are still focused on single omnichannel scenarios, while most customer journeys have remained standardized, linear, and tied to a specific channel. They declare that "the new era of customer engagement will center on touchpoints—the chatbots, kiosks, robo-advisors, and other physical-digital-and-virtual interactions that customers have with companies as they navigate their purchasing journeys."

According to Google research today B2C companies provide anywhere from 20 to 500 customer-company interactions during on customer journey, depending on the offering.

The article promises significant changes in customer journey design, "rather than serving as a waystation along a linear, channel-specific path, touchpoints are becoming an omni gateway" (this idea illustrated with a good diagram).

This process is fueled by he following enablers (each one is explained in the article):

  • Massive amounts of real-time data.
  • Continuous two-way conversations.
  • Boundary-less transactions.

The article describes cases that illustrate this enablers, inlcuding one case related to B2B context.

Authors split all the use case on three categories (each one is explained in the article):

  • Frictionless experience
  • Augmented experiences
  • Intuitive interactions

The last section of the article contains recommendation on what companies should do now to capture the true potential of omnichannel:

  • Focus on the “must-haves”, maintain focus and discipline. Innovation tempts, yet focus is key. Start with two or three strategically aligned touchpoint initiatives, targeting high-value segments, such as becoming a "convenience leader" or an "experience leader."
  • Test, learn, and adapt.Companies should embrace experimentation in the ever-evolving landscape of omnichannel engagement, as exemplified by Interior Define's allocation of resources for testing and scaling new use cases, enabling adaptability to future platforms and technologies, with the potential for significant payoffs.
  • Bolster your data architecture and AI. Companies should prioritize building a strong data-and-analytics core before pursuing multiple touchpoint use cases concurrently. This foundation enables hyper-personalized campaigns and empowers call center agents with predictive guidance to enhance customer interactions.
  • Adapt the organization. To thrive in touchpoint-centric omni environments, companies should experiment with adaptable go-to-market structures like hub-and-spoke models and prioritize human assistants to enhance the customer journey's human dimension.