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The omni-channel customer experience: Driving engagement through digitisation
This paper will articulate how the omni-channel customer experience will set organisations apart from those stuck in a siloed or even multi-channel world. How does the omni-channel experience differ from the multi-channel experience? Are these essentially the same thing? Is the omni-channel concept merely a buzzword? And what does this mean for the future of traditional channels? Using an applied case study approach, this paper explores these questions in the context of the multi-channel environment’s evolution into an omni-channel world. Both academics and professionals will be able to leverage the best practice described in this paper to drive engagement through digitisation and make the omni-channel experience an organisational reality.
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Ravi Bhalla is a high-impact enterprise-level senior leader with over 14 years management experience across telecoms, insurance and financial services in both industry (BT, AIG, Barclays, HSBC & Lloyds Banking Group) and consulting (KPMG). A highly respected programme lead with a strong customer, digital and lean background in roles ranging from strategy to operations, digital, multichannel and product/proposition development, Ravi has attained many awards, including the Barclays Gold Experience Award and the Lloyds Banking Group Leadership: Inspire Delivery Award, and has recently been nominated for the Lloyds Banking Group authentic leadership programme for Black, Asian and Minority Ethnics (BAME) colleagues who demonstrate the attributes and potential to attain an executive-level position. Ravi has previously been a KPMG course lecturer, utilising lean and six sigma experience gained to teach and coach others. He is also a BAME sponsor, providing mentoring and coaching to BAME colleagues who aspire and have the potential to become future senior leaders in Lloyds Banking Group. Ravi holds a BSc (Hons) in Business Management from the University of East Anglia and an MA in Management, Economics and International Relations from the University of St Andrews. His previous publications include ‘The 12 point Customer Engagement Model’ (2013), Journal of Brand Strategy, and ‘Omni-channel: Driving engagement through Digitisation’ (2014) for the Journal of Digital & Social Media Marketing. Ravi’s specialisms include customer experience, digital banking, programme and project management (PRINCE 2), Lean and six sigma (accredited black belt), Agile software delivery (Agile for Executives), design thinking, enterprise architecture, enterprise regulatory design and cybersecurity and operational resilience.