Extending the Role of Customer Relationship Management (CRM) System for an Omnichannel Customer Experience

Abstract

 Multi-channel model in business is gradually going through a transition into becoming an omnichannel model. The omnichannel approach allows retailers to drive sales and traffic, as well as integrate digital touchpoints for a seamless customer experience. The purpose of this research is to develop an omnichannel prototype by extending the current multi-channel CRM system used by a retail company. The prototype aims to improve customer experience and prevent repetition of complaints, inquiries, or service requests made by customers. A user acceptance test through the means of survey was conducted to assess the aspects of usability and validity of the omnichannel prototype, participated by both customers and employees of the retail company. Results reveal that positive usability score, standard deviation grouped around the mean and low-variance of the data distribution in the pilot and actual user testing are well-administered and dependable. The findings further demonstrate that the extended CRM successfully integrates multi-channel interaction platform to facilitate omni-channel interaction.