The topics at OmnichannelX are organised around “The Omnichannel Quad”, which describes the four key domains that make an omnichannel strategy work.

 

Content

The payload inside the containers. The text, video, images, graphics, and tools that customers and staff want and need to have a good experience. Omnichannel content is inseparable from all the metadata, style guidelines, and standards that keep it all working together no matter the device, format, or touchpoint.

 

Design

The layouts, interfaces, and creative touches that make experiences efficient, familiar, enjoyable, and recognisable. As content goes omnichannel, design standards have to cater to diverse interfaces beyond the screen including physical environments, signage, augmented or virtual reality, and more.

 

Governance

The discipline that focuses on establishing clear accountability for digital strategy, policy, and standards. A governance framework, when effectively designed and implemented, helps to streamline development. When everyone knows the rules, and who owns what, everyone can work faster.

 

Systems

The platforms and technology that make our digital lives possible. From artificial intelligence and data lakes to simple apps or just having the right editor, omnichannel experiences rely on software from creation to consumption to socialising.

No matter the size of the organisation or the scope of the initiative, a team will have to address these 4 areas: Content and design running in parallel, defining experiences, while governance and systems provide an enabling support layer beneath.

For success in omnichannel, you’ll need at least a working understanding of all the disciplines and interdependencies in the quad. The more you know, the better!