An Omni-Channel World The use of social networking via smartphones were unheard of a decade ago. This rapid evolution of technology has led to a paradigm shift in the challenges faced by companies seeking to engage with its customers—existing and potential—in a meaningful manner. Technology has also led to the development of an omni-channel world where customers watch advertisements on television and on YouTube, hear about offers on the radio, check out feedback from actual customers on social media, and use smartphones to compare prices between brick-and-mortar retailers and online stores before finalizing the purchase. With existing and potential customers using multiple channels simultaneously, businesses implementing independent strategies for different channels are unlikely to enjoy sustainable growth. Businesses must have an integrated strategy covering online, offline, virtual, and real channels for seamless customer service.