The Omnichannel Journey: Casting Journey Mapping Roles

The Omnichannel Journey Casting Journey Mapping Roles Featured Image
Table of Contents Show
Estimated Time to Read: 14 minutes
Print Friendly, PDF & Email

The Omnichannel Journey: Casting Journey Mapping Roles

Rather listen to the BlogCast for this post instead? Click the “Play” button below to hear it now.

(Note – This is the fourth of a ten-part series, titled “The Omnichannel Journey.” If you haven’t read our last post in this series, please be sure to do so. We will release new posts in this series every week. Therefore, subscribe to our blog to receive notifications when we publish new articles.)


In today’s interconnected marketplace, consumers traverse a complex web of touchpoints before arriving at a purchase decision. According to an article from Forbes, the average consumer interacts with six touchpoints prior to making a purchase. Such a multifaceted journey underscores the paramount importance of a seamless omnichannel approach.

However, coordinating a unified omnichannel experience is no simple task. The success of the project depends on the synchronized efforts of all members of an organization, from top-level executives to ground-level workers. The article explores the essential journey mapping roles and the diverse ways these teams must cooperate to enhance the customer journey.

Journey Mapping Roles of the Executive Leadership Team

The executive leadership is the driving force behind the successful omnichannel journey of any company. A McKinsey report found that companies with aligned leadership strategies were 67% more effective in providing a positive customer experience. Not only does the executive leadership team make top-tier decisions, but they also act as the compass for the organization’s culture and future.

As digital platforms continue to grow, leadership must adapt and incorporate new methods. In the digital age, being able to anticipate and adjust to change is crucial. Therefore, journey mapping roles of executive leaders must include creating a detailed plan that ensures the realization of their vision is consistent across every touchpoint with the customer.

Executive Vision and Strategy

The landscape of commerce is constantly changing and evolving. In 2020, Gartner emphasized the rising influence of AR and VR in redefining the e-commerce experience. Imagine a world where consumers could try on clothes virtually or check how a piece of furniture looks in their living space before buying. Those types of technologies may not be too far off.

Coming up with such innovations is only half the battle; the real challenge is bringing them to life. Turning those visions into viable plans is even more important and demanding. Monthly or quarterly brainstorming sessions with cross-departmental teams are essential to ensure that every team is on the same page regarding their journey mapping roles and the broader vision of executive leadership.

Resource Allocation

As technology advances, new channels for consumer-business interaction are being created all the time. According to a Statista report, mobile-phone commerce (m-commerce) is expected to account for 62% of all e-commerce sales by 2027. Furthermore, Statista predicts that m-commerce sales may reach a staggering $2.2 trillion in 2023. In order to keep up with these trends, one must carefully allocate resources. For instance, prioritizing the development of a mobile app might be a wise investment.

However, resource allocation shouldn’t be a mere response to current trends. It’s not enough for leaders to simply react to the present; they must also be able to anticipate and adapt to the future. For instance, perhaps it’s time to explore voice-command shopping features or AI-driven customer support on apps.

Marketing Department

Brand resonance in the modern era hinges on consistent messaging across platforms. As early as 2019, Lucidpress understood this and reported that consistent brand presentation across all platforms can increase revenue by up to 23%. Newer data from Lucidpress suggests that the increase could be as much as 33%. Such statistics highlight the critical journey mapping roles of the marketing department in an organization’s omnichannel strategy.

But marketing is not just about messaging. The marketing department, with its unique blend of creativity and data-driven insights, serves as a bridge that connects the brand’s vision with its audience. And when done right, this ensures that the story told is both compelling and consistent across all channels.

Brand Consistency Across Channels Journey Mapping Roles

Brand Consistency Across Channels

Today, a significant portion of a brand’s reputation is built online. A 2020 survey by BrightLocal revealed that 87% of consumers rely on online reviews when considering a local business. If a company’s online promise speaks of sustainability, it’s vital that their offline operations align with that promise and avoid any disconnect.

Therefore, your business must regularly audit online and offline messages. Also, it’s imperative to employ tools to monitor online reputation, engage with customer feedback, and ensure in-store experiences mirror promises made by your brand digitally.

Data Analysis and Insights

Marketers today have access to an ocean of data, which can be both a blessing and a curse. According to Adobe’s 2020 Digital Economy Index, online consumer spending increased by 58% YoY compared to the previous year. Although this data illustrates the fluctuating consumer behavior, it’s the responsibility of marketers to derive meaningful conclusions.

New numbers suggest that online consumer spending is growing exponentially. Therefore, journey mapping roles for marketing team members might include employing advanced analytics tools to sift through data and identify patterns. For example, if late-night shopping increases, offer promotions or extra support during those hours.

Sales Team

Sales teams create the first impression of a brand’s promise. Their responsibility is to transform the brand’s message into concrete outcomes. According to a Salesforce report, 80% of customers believe that their experience with a company is just as important as the product or service they bought.

However, in an omnichannel world, sales do not just happen at the checkout counter or through an online shopping cart. The digital age has forced sales teams to understand and adapt to the blending of online and offline, making every touchpoint an opportunity.

Channel Coordination

The word ‘omnichannel’ has become ubiquitous in the retail industry, but it’s more than just a trendy phrase. It perfectly sums up the consumer’s journey in today’s market. A study by the Harvard Business Review showed that 83% of shoppers used their mobile devices within brick-and-mortar stores for tasks related to their shopping. Due to the fluidity between the physical and digital worlds, integrated strategies are essential.

Here’s an actionable strategy to consider: Deploy QR codes on in-store products. When scanned, the QR codes lead customers to immersive online experiences related to the product, such as user reviews, how-to videos, or AR visualizations.

Feedback Loop Creation Journey Mapping Roles

Feedback Loop Creation

Closing the loop between product purchase and post-purchase experience is invaluable. Bain & Company noted that organizations with efficient feedback loops experienced a 25% higher customer retention rate. It’s not just about selling; it’s also about understanding the consumer’s post-purchase journey.

For instance, post-purchase surveys or loyalty program feedback can be invaluable tools. If a trend in product returns emerges, your team can use the feedback to identify the root cause and refine your sales and returns strategies.

Customer Support Team

In a connected world, after-sales support isn’t just a luxury; it’s completely expected. A HubSpot report on global customer service stated that 93% of consumers had higher expectations from customer support compared to previous years.

Customer support is the concrete expression of a brand’s promise to its customers. It’s more than just fixing problems; it’s about creating long-term solutions. The key to omnichannel success is providing a seamless support experience, irrespective of the medium the customer uses to reach out – email, phone, social media, or in-store.

Consistent Support Across Channels

A Zendesk study highlighted that 70% of customers expected consistent interactions across channels. For a customer, a brand is a singular entity, and they expect consistency, whether they’re communicating via chatbot or talking to an in-store sales clerk.

One possible action would be to implement a comprehensive CRM system, which can help streamline customer interactions. By using such tools, team members can access customer data, their previous interactions, and concerns, which helps to ensure consistency.

Leveraging Technology for Enhanced Support

Embracing technology isn’t solely about streamlining processes; it’s also about enhancing user experience. For instance, chatbots powered by AI can improve the speed and efficiency of issue resolution by providing instantaneous responses to common queries.

AI-driven assistants or virtual help desks can guide online customers and provide an in-person assistance experience, replicating the physical store experience. These strategies not only alleviate manual workload but also create a lasting impression on the customer.

IT Department

In the digital age, IT is no longer a supporting role. When it comes to major journey mapping roles, IT is a key component in driving innovation. According to a Deloitte survey, over half of CEOs (56%) viewed their IT departments as essential for improving customer experience.

However, the role of IT goes well beyond maintaining servers or troubleshooting hardware issues. Your IT staff are the architects behind the curtain who craft the platforms and tools through which modern consumers engage with your brand.

Seamless Integration of Platforms

In an interconnected business environment, siloed data and systems can cripple an omnichannel strategy. Imagine the chaos if a product listed as ‘available’ online is out-of-stock in-store. Such discrepancies can tarnish your brand’s reputation.

One way to prevent this is to implement robust Enterprise Resource Planning (ERP) systems that integrate inventory, sales, and marketing data in real-time. This integration ensures that information, whether accessed by an in-store associate or a digital marketing team member, remains consistent.

Driving Innovation

The world of technology is constantly changing, and the digital marketplace is no exception. An IDC report forecasts that by the end of 2023, businesses will deploy over 50% of their new IT infrastructure in edge locations instead of corporate data centers. This shift underscores how essential it is to have real-time data processing that is decentralized to enhance the user experience.

A practical step for omnichannel-focused businesses might be to invest in edge computing capabilities. For instance, retailers could deploy smart shelves that update inventory in real-time, ensuring consistent data across online and offline channels.

Journey Mapping Roles of Research and Development

R&D Department

A company’s longevity and growth in the marketplace depend highly on its ability to innovate. According to a PwC survey, almost a third of global consumers expect products to always evolve and improve. Hence, the R&D department is a pivotal cog in the series of components and journey mapping roles, ensuring that products and services not only meet but exceed customer expectations.

However, in an omnichannel framework (or blueprint), R&D’s role expands beyond product development. They also need to keep up with evolving customer behaviors and preferences to ensure that innovations align with their journey.

Product Evolution and Consumer Feedback

Continuous product evolution, driven by feedback, is critical for success. According to a 2020 Nielsen report, brands that used real-time feedback for product development experienced a 15% increase in customer retention rate. This shows a strong correlation between customer experience and product evolution.

An actionable strategy here could be to integrate user-generated content platforms, like reviews and community forums, directly into the R&D feedback mechanism. This would ensure a steady flow of organic insights that can steer product development.

Innovations Tailored to Omnichannel Experiences

As brands vie for consumer attention across various channels, it’s imperative to offer unique experiences tailored to each. Consider the rise of Augmented Reality (AR) shopping experiences. According to Statista, by the end of 2023, the number of mobile AR devices is expected to reach 1.4 billion, many of which can enhance the shopping experience.

Therefore, it might be a good strategy to develop platform-specific features. This would mean R&D departments should collaborate with marketing and sales teams to develop these customer-centric platforms. For example, an AR-enabled mobile app that lets users visualize products in their space before purchasing.

Journey Mapping Roles of Supply Chain Management

Supply Chain Management

The behind-the-scenes hero, supply chain management, plays an indispensable role in fulfilling the brand’s promise to its customers. According to the 2020 MHI Annual Industry report, more than half of the respondents (57%) considered advanced supply chain analytics critical for their operations in the next five years.

Supply chains in the omnichannel era must grapple with more than just product logistics. They must also ensure real-time inventory updates across channels, fast last-mile deliveries, and consistent product availability. Products that are not available are hard to sell to customers.

Real-time Inventory Management

As the lines blur between online and offline shopping, it’s crucial to maintain real-time inventory synchronization. A study by IHL Group found retailers lose approximately $2 trillion in sales due to stock-outs and overstocks. Integrated systems can mitigate such losses significantly.

To help with inventory management issues, retailers can implement RFID (Radio Frequency Identification) technology, which provides real-time updates on inventory, ensuring consistency across online platforms and physical stores.

Last-Mile Deliveries

Swift and reliable last-mile deliveries influence customer loyalty significantly. According to studies, two-thirds of customers are likely to switch brands if the delivery experience is subpar. Therefore, optimizing this facet of the supply chain is imperative.

Some things that might help include features like real-time tracking, predictive delivery windows, or even drone deliveries. These features not only enhance the customer experience but also streamline operational efficiency.

Human Resources and Training

Employees are the lifeblood of an organization, representing the brand at every touchpoint. A Gallup report revealed that companies with highly engaged workforces outperformed their peers by 147% in earnings per share. This underscores the importance of regular training and employee engagement in an omnichannel context.

In the modern age, Human Resources (HR) isn’t just about recruitment or payroll management. HR is also about ensuring that every employee (whether they’re in customer support or in-store sales) understands and aligns with the brand’s omnichannel vision.

Continuous Training

With continuously and rapidly changing technologies and consumer behaviors, periodic training sessions are important. According to a LinkedIn Workplace Learning report, 94% of employees would stay longer at a company if there’s an investment in learning and development.

Consider hosting monthly omnichannel workshops, which include industry experts or online platforms. This can help ensure your workforce remains agile and adapts to the ever-shifting omnichannel landscape.

Building a Customer-Centric Culture

A company culture that places the customer at its core is bound to thrive. According to a study by Bain & Company, businesses that excel in customer experience grow revenues 4-8% more than competitors. Instilling this ethos across an organization is one of the more critical journey mapping roles of HR.

Regular feedback sessions, reward systems for customer-centric initiatives, and fostering open communication channels can be helpful in building such a culture.

Marketing and Advertising Teams

Marketing and advertising teams are the primary storytellers of any brand. Adobe’s Digital Trends report highlighted that organizations with a customer-centric culture were twice as likely to exceed their business goals.

The challenge with omnichannel is to develop captivating stories and maintain a consistent message across all touchpoints. This challenge demands a combination of creative and technological skills because of the involvement of multiple platforms and channels.

Consistent Messaging Across Channels

A CMO Council report stated 90% of consumers expect consistent interactions across channels. This underlines the importance of a unified brand narrative, irrespective of the medium.

Utilizing integrated marketing platforms, like HubSpot or Salesforce Marketing Cloud, can help. These platforms enable teams to design campaigns with consistent messaging across email, social media, web, and more.

Data-driven Personalization Strategies

Personalization isn’t a mere luxury; it’s an expectation. A study by Epsilon found that 80% of consumers were more likely to purchase when brands offered personalized experiences.

One actionable strategy is to use AI and Machine Learning tools that predict customer behavior by analyzing data. This can help teams create hyper-personalized campaigns, including product recommendations and tailored content.

Journey Mapping Roles of Legal and Compliance Teams

Legal and Compliance Teams

Legal and compliance teams are crucial in journey mapping because of privacy regulations, like GDPR and CCPA. A Cisco privacy report revealed that organizations that respect user privacy and are transparent about data usage saw 3x better customer trust scores.

In an omnichannel environment (where customer data streams in from many sources), ensuring compliance isn’t just about following the law; it’s also about building and maintaining customer trust.

Ensuring Data Privacy Across Touchpoints

They say data is the new oil; hence, its protection is everything. The legal ramifications aside, mishandling customer data can damage (irreparably) brand reputation.

An actionable step here is the adoption of robust Data Management Platforms (DMPs) that not only aggregate and analyze data but also ensure its encryption and compliance with global privacy standards.

Crafting Transparent User Agreements

In the digital age, the fine print matters. Today, most consumers know their data rights and are particular about sharing personal information. According to a Pew Research study, 80% of US adults expressed concerns about how companies use their data.

To help ease customer concerns, collaborate closely with user experience teams to craft clear, easily comprehensible user agreements and privacy policies. Also, perform regular audits and updates to these documents to reflect any changes in data usage policies.

External Partners and Stakeholders

In the interconnected business world, no organization works alone. External partners, such as supply chain partners, third-party logistics providers, and affiliate marketers, serve as an extension of the brand. An Accenture study showed 60% of CEOs consider their ecosystem partners essential to providing exceptional customer experiences.

These partners, while not strictly internal, have a considerable impact on the omnichannel customer journey. Therefore, ensuring their alignment with the brand’s vision is imperative.

Aligning Brand Values and Expectations

For a seamless omnichannel experience, every touchpoint should mirror the brand’s core values. This becomes especially important when your partners interact directly with your customers, be it through deliveries, customer support, or otherwise.

Periodic joint training sessions and workshops can be beneficial. Additionally, consider crafting detailed brand guidelines, ensuring every partner is on the same page regarding customer interactions.

Data Sharing and Integration

In today’s data-driven world, silos can be detrimental. Access to relevant data allows partners to better align with your brand’s objectives. For instance, real-time inventory data sharing can help third-party logistics providers optimize delivery routes.

A solution to improve data sharing is to implement integrated ERP systems, which offer controlled data access for partners. This helps to maintain both operational efficiency and a consistent customer experience.

The Journey Mapping Roles of Customer Support and Service Teams

With the rise of omnichannel, customer support has expanded beyond traditional phone and email methods. Consumers today demand support across multiple platforms, including chatbots, social media, and even augmented reality tools. Microsoft’s State of Global Customer Service report shows that 60% of consumers have higher expectations for customer service today than they did in the past.

Support teams now play dual journey mapping roles: assisting customers and gathering invaluable feedback needed to refine the omnichannel experience.

Integrated Customer Support Systems

The lack of integration between systems often results in disjointed customer interactions, which leads to dissatisfaction. A study by Zendesk noted that integrated customer support systems led to a 25% increase in resolution speed.

Investing in platforms that integrate chat, email, voice, and social media support not only ensures consistent service but also provides agents with a better view of customer interactions.

Feedback Loop Integration

Service interactions are gold mines of information. A Harvard Business Review study in 2019 found that companies that effectively utilized service feedback saw a 20% increase in customer retention. That number is surely much higher now.

Therefore, equip your support teams with tools to capture feedback seamlessly. Then, ensure this data flows back to departments like R&D, marketing, and product management. Doing so can help refine the omnichannel experience significantly.

Journey Mapping Roles of Sales and Retail Teams

Sales and Retail Teams

Even in the age of easy e-commerce, in-store experiences are still an essential aspect of retail. According to a 2023 report by Gitnux (despite researching products and services online,) 50% of consumers worldwide still prefer to purchase products in-store. Therefore, it is important for sales and retail teams to create a cohesive experience between physical stores and online touchpoints.

Integrating Digital Tools in Physical Spaces

Enhancing in-store experiences with digital tools can help bridge the online-offline divide. A Gartner report revealed that stores implementing features like digital catalogs and virtual trial rooms had a 30% higher conversion rate.

Consider introducing AR tools that allow customers to access product reviews or visualize products in different scenarios. Such integrations elevate the in-store experience and align it with the online journey.

Training for Cross-Channel Interactions

An online ad or social media campaign could motivate a consumer to go to a store. When this happens, your sales associates should be able to handle such cross-channel interactions.

Regular training sessions that keep the sales teams updated on online campaigns, promotions, and digital touchpoints can ensure a seamless customer interaction, irrespective of the channel of initiation.

Putting It All Together: The Synergy of Omnichannel Journey Mapping Roles

An omnichannel strategy is more than just a collection of technologies or platforms; it is a mindset. At the center of this philosophy lies the age-old belief that the customer is king. According to a report by Adobe, companies that implemented a fully integrated omnichannel strategy enjoyed a 10% YoY growth, a 10% increase in average order value, and a 25% increase in close rates.

Achieving this synergy requires collaboration, integration, and a keen understanding of the customer.

Collaborative Workshops and Brainstorms

One of the best strategies to foster integration is regular collaborative sessions involving all stakeholders. These sessions should focus on sharing insights, brainstorming solutions, and aligning objectives.

For example, a meeting that brings together R&D, marketing, and customer support teams could generate insights for product enhancements based on direct customer feedback.

Investment in Unified Technology Platforms

By integrating different parts of the customer journey, a cohesive technology stack can make the omnichannel experience much smoother. Unified technology platforms can be a game-changer, be it a CRM system that provides sales teams with customer interaction history, or an integrated marketing platform that ensures consistent messaging.

Driving Customer Success Omnichannel Updates and Revisions Summary and Key Takeaways

Summary: The Omnichannel Imperative

As business ecosystems grow and change, a cohesive omnichannel experience is essential for success. According to McKinsey research, businesses that effectively handle the complete customer journey enjoy significant advantages. They improve customer satisfaction by 20%, increase revenue up to 15%, and reduce service expenses by as much as 20%.

The unique facets of journey mapping roles for different stakeholders underscore the importance of collaboration and integration. Instead of operating in silos, each team, from marketing to sales to legal, plays a key role in crafting a unified and seamless experience.

A Cohesive Brand Narrative

Each department contributes to the overall brand narrative. Whether it’s the attention to detail of the legal team in ensuring compliance or the innovative strategies of the marketing department, all facets work together to shape the customer’s perception of your brand.

Companies can hire third-party agencies or consultancies that specialize in crafting brand narratives. By offering an external perspective, these entities can help align the diverse internal narratives into a compelling and consistent story.

Adapting to Changing Customer Preferences

Rapid technology advances and cultural shifts constantly influence the changing preferences of modern customers. For instance, a 2022 Harris Poll found that 82% of consumers preferred shopping from brands that align with their personal values.

Conducting regular training sessions, workshops, and seminars for all teams can prove priceless. Updating all stakeholders on the latest industry trends, consumer preferences, and technological advancements is crucial in keeping the brand agile and responsive.

Key Takeaways: Elevating the Customer Journey

In wrapping up this comprehensive study of omnichannel journey mapping roles, the key takeaway is the importance of actionable insights. Crafting a superior omnichannel experience is both an art and a science that requires meticulous planning, innovative strategies, and a relentless focus on the customer.

Integration Over Isolation

The adage ‘the whole is greater than the sum of its parts’ rings particularly true in the omnichannel context. Integrating insights, strategies, and objectives across departments can lead to a richer, more cohesive customer experience. Integration also helps boost the bottom line. For instance, a Forrester study indicated that integrated customer journey strategies could lead to a 60% increase in profitability.

Companies can (and should) use cross-functional teams devoted to omnichannel strategy formulation. The formation of teams comprising members from different departments can lead to a cohesive and interconnected customer journey.

Data-Driven Decisions and Refinement

In today’s digital era, actionable data complements intuition. Every piece of information, from customer feedback to retail sales data, provides valuable insights. Consequently, investing in advanced analytics platforms and tools could be a wise and strategic decision. Brands can stay ahead of the curve by utilizing these platforms to analyze large data sets, gain insights, and predict future trends.

Coming Up

In the next part of our series, “The Omnichannel Journey,” we discuss the effect teamwork between stakeholders and departments has on creating an effective customer journey map. We think you will find the post most interesting. So, be sure to check back in a few days for our next post.



0 0 Votes
Article Rating

Download our Free Guide
Call Center Outsourcing -
Top 10 Misconceptions

Also receive awesome content in your inbox, every week!

We don’t spam! Read our privacy policy for more info.


Ian Tempro, COO, at IA Solutions by IA Call Center writes about his 20+ years of extensive contact center experience in leadership, client relationships, operations and specialized vertical markets.

Call Center Outsourcing

The Top 10 Misconceptions

Sign up to receive updates when we post new articles. Also, get a free copy of our comprehensive guide, "Call Center Outsourcing - The Top 10 Misconceptions."

We don’t spam! Read our Privacy Policy for more info.

Find out how partnering with IA Solutions can help your business improve customer satisfaction and increase customer loyalty through our industry-leading and customized CX solutions. To learn more, please click here.

Notify of
Inline Feedbacks
View all comments
Optimized by Optimole
We would love your thoughts. Please comment.x