We All Know What Omni-Channel Means, Right?

I have a background that can best be described with the old saying “Jack of All Trades and Master of None” – I have worked in M&A, IT, Consulting and Marketing. Not really sure why Pega hired me because they are a smart company but, that said, I have now been at Pega for more than four months.

What I find unique about the culture here is not the answers they have, but the questions we are willing to ask, even if the answers seem apparent to some. The other day there was a great question being bantered about within the organization – “What does Omni-Channel mean?

As a marketer here at Pega – I said to myself, what a silly question – it means across all channels!”

There was a lot of debate going back and forth with several others across our global footprint, with several iterating my same indignation using terms like 1:1, all channels, multi-channel, complete channels, anyplace, etc. But of course, there was one true answer and it was a quote from the field involving one of our best customers. The person said a mere two words – “The Customer!” That’s right, they consider the customer the only thing, and the channels and the context are really about the conversation with the customer.

My colleague, Rob Walker, wrote a great blog called “The art of conversation: Using contextual data to deliver on your intent” that really highlighted these very same facts. His point of view is aligned with our customers – It’s about the customer! Imagine that, listening to your customers?!

So, what did I learn? Well as I mentioned before, I really do work for a smart company (sure, I hope this helps my bonus), but on a more serious note, I’ve learned that you must listen to your customers, respond in context and across channels and times. At the end of the day, customers need to generate revenue, not products, in order to flourish. Thus, it has to be all about the CUSTOMER.