Users interact with companies and organizations through many channels, including the web, mobile and tablet applications, email, kiosks, online chat, and by speaking with customer representatives in physical locations or over the phone. When users engage with an organization through a specific channel, they see it as one of the many interactions that make up their overall user experience with the company. UX failures on any one channel reflect poorly on the experience as a whole.
Our user research on omnichannel user experience identified five key elements of a usable omnichannel experience:
This article discusses why seamlessness is important in the omnichannel experience.