Tier 2 · Should know

Omnichannel

In one line

A consistent, connected customer experience across all touchpoints so customers move between channels without losing context.

Fuller explanation

Omnichannel is an experience strategy: web, app, store, call-centre, and social work as one connected journey. Behind the scenes, channels often run on loosely synchronised systems — which is the gap unified commerce closes. For an account leader, omnichannel is usually the client's stated goal; unified commerce is often the architecture conversation that follows.

Interview phrase

"Omnichannel is the promise; whether it's real depends on the data architecture underneath."