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The difference lies in putting the customer first. You speak of multichannel when the customer can use different channels to get in touch with your organization. It only becomes omnichannel when these channels are aligned, with the focus on the customer experience. Consider, for example, a store that also has a webshop.

Are the prices in the webshop different than in the store? Then the channels are not coordinated and it is therefore multichannel. In addition, the frustration that different prices cause the customer detracts from the experience. When the prices in the webshop and the store are the same, the channels are coordinated and the customer has the same experience everywhere. So he knows what to count on, which improves the customer experience.

Omnichannel increases customer satisfaction. Your customers can decide how to contact your organization and thus use the channel they prefer. With omnichannel, you also ensure that your customers always have the same experience, no matter what channel they use. By working omnichannel, you are not only more visible as an organization, but you also create more trust among your (potential) customers through the uniform customer experience.

The list of companies that use omnichannel is countless and is still growing. The trick is to make all channels, including mobile, website and physical location (such as a store), connect so seamlessly that customers can travel their customer journey with ease and pleasure. For example, IKEA shoppers can quickly turn their wish list of favorite items into a shopping list, complete with information where they can pick them up in the store. With a large number of products, they can also see how they fit into their home thanks to VR technology.

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Or how about Disney, also known as “the omnichannel champion”? Not only does the trip planner on their website also work well on mobile, but with My Disney Experience, you can even plan your entire visit from start to finish. Once there, you can use their mobile app to see where, for example, the various attractions are, including current waiting times. Disney even has a special chip bracelet, the Magic Band, that keeps track of your tickets, hotel room keys, and even your park purchases. As a visitor to the park, you will be relieved of your worries as much as possible, so that you can enjoy yourself carefree.

Omnichannel means that you can serve your customers via different contact channels and they have the same customer experience, no matter what channel they use to contact. So it doesn't matter to your customers whether they contact your organization via WhatsApp or email, for example; they receive the same information and the same service everywhere.

When working together online, things like communication, knowledge sharing and news exchange take place via a digital environment or an app. This includes chatting and calling your colleagues via Teams, working with your team in the same files via Sharepoint at the same time, and staying up to date with the latest news via your organization's social intranet.