Program Details

The Omnipotent Omnichannel

Customer experience in the new digital era relies heavily on contextual engagement

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Sponsors and Partners:


When a consumer has a bad online experience, they’ll get frustrated and click away. If they escalate to live agents and have to explain their situation over and over again, they’ll get angry and abandon the brand. Today’s consumer expects an easy-going customer experience, and marketers are on the hook to deliver it.


Great experiences are built on contextual interactions. Marketers need to see the complete history of digital interactions — email, live chat, voice calls, SMS texts, social media — in order to quickly help the consumer in their moment of need. They need a unified view of interactions and an effective way to engage, such as self-service, cobrowsing and personalized video.


The CMO Council, in partnership with Acquire, is taking a hard look at the omnichannel experience in a digital-first world. We’re investigating where marketers are succeeding and what steps they can take to get better today, as well as how to plan for the future.


The marketing mantra used to be that content is king, but content without context won’t help the consumer in their moment of need. This is especially true in e-commerce where consumers want immediate results lest they click away to a competitor. In many ways, consumers want a brand to be omnipotent, knowing who they are and what they need as they flit from channel to channel.


There’s much at stake, given the pandemic’s acceleration of e-commerce. The number of online orders in the United States doubled last year. Signs show e-commerce will continue its trajectory long after the pandemic. This means brands must deliver a delightful online shopping experience similar to the one in a physical store.


Along with a consumer’s sky-high expectations, frustration boils over easily.


The CMO Council found that 71% of consumers want a blend of both physical and digital channels. Yet 87% of consumers find it frustrating when having to repeat themselves in multiple channels. This frustration has led to 73% of consumers questioning why theyre spending with the brand in the first place.


At the heart of this frustration is a brand that doesn’t have a good enough view of the consumer, in particular, a historical view of engagements. In other words, marketers need to know their consumers better and give them a seamless omnichannel experience under great expectations. This is the new competitive playing field.

Research: Survey & Reports

Events and Webinars On Demand


Curated Facts & Stats

87.5% of existing program owners in North America are planning to engage with customers in a non-transactional manner in the next three years

Source: The Wise Marketer

71% of consumers feel frustrated when a shopping experience is impersonal.

Despite issues around the transparency of data used, 83% of consumers are willing to share their data to create a more personalized experience.

Nearly one in three c-commerce buyers (people who’ve placed a final order via online chat with a business) say they chat with businesses in order to determine if they’re trustworthy and credible. (Facebook)

90% of customers are willing to pay more for ethical retailers. (KPMG)

77% of customers say chatbots will transform their expectations of companies in the next five years. (Salesforce)

Respondents with 7+ marketing channels in their mix are 26% more likely to say it’s producing good or very good results

Source: PFL & Demand Metric

63% of consumers said they’d share more information with brands that offer great experiences

Source: PwC


Curated Reading

Program Themes

  • eCommerce
  • Digital Marketing
  • Artificial Intelligence