| | AUGUST 20169CIOReviewInherent challenge of legacy architectures is that they operate based on a fixed process with limited to nil ability for a feedback loop at each functional area thereby limiting speed and increasing cost of value delivery to the customer. Transforming into omni-channel requires architecting existing technology stack into service oriented framework, where every interaction is designed from point of view of customer. The key is to understand what touch points impact a customer's journey and invest in integrating those touch points together. Once integrated a continuous flow of data across these touch points allows for highly personalized experiences for the customer leading to stickiness and compounding network effect.The next most important piece of omni-channel architecture is data. Data forms the backbone of all interactions and decision making across employees, customers and suppliers. Data is monetizable provided you can get insights that help create opportunity for more sales, higher margins, inventory management, better understanding of customer behavior, personalization and many more. The availability of data with relevant insights allows for a balanced optimization between demand and supply and enables the ecosystem to behave like plug n play architecture.Another key foundation piece for omni-channel is improving productivity. Decision making based on algorithms with ability to alert or predict around key metrics can be a big enabler in impacting a customer's journey. While algorithms could be written for any area, their impact on operational areas like supply chain, logistics, inventory, pricing, warehouse management are felt the highest. Effective algorithms not only enable responsiveness and decision making, but in conjunction with data based insights, assist in creating impactful user journeys as the business scales. Finally, what binds all of the above is a strong and proactive communication framework that moves beyond the traditional email system. With social media the ability of users / customers and retailers to engage at various points of retail experience has become possible. A communication framework allows customers to interact with a business at various points of experience, encourages employees towards specific actions, and drives better transparency and accountability thereby creating a successful community of customers, employees and suppliers. The key is to understand that in an omni-channel world, both physical and digital need to move together. The challenge is to bring behavior design of physical and digital world together in ways that create the right network effect by developing frictionless user journeys and business optimization through use of data insights leading to a community like effect delivering value, scale, speed and responsiveness. Always focusing on customer and their needs helps to increase repeatability of value creation. Decision making based on algorithms with ability to alert or predict around key metrics can be a big enabler in impacting a customer's journey
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