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Creating the Omni-Channel Management Alliance: working together to optimise customer journeys

The launch of the Omni-Channel Management Alliance at the Open ROADS (Real-time, On-demand, All-online, Do-It-Yourself, and Social) London event, is a milestone for telcos and cross-industry partners.

As the first business coalition to be incubated by the Open ROADS Community, the alliance enables operators and partners to work together and deliver an actionable path towards achieving digital transformation.

The Open ROADS Community was launched earlier in the year at Mobile World Congress in Barcelona, and has an objective of optimising the customer journey.

During the Open ROADS London meeting, the Omni-Channel Management Alliance’s Executive Panel discuss business challenges and best-practice, including cross industry ways of working, analytics, and agile operations.

The Omni-Channel Executive Panel included leading industry players from Ogilvy, Vodafone, NTS Retail, Celebrus Technologies, Teletech, TIBCO Software, Forrester, and Huawei Technologies.

Paul Blake, Principal Customer Management Enterprise Architect, Vodafone Group, said: “Omni-channel is the first pillar in realising our distinctively digital strategy and we are achieving this in a number of ways, such as through our Catalyst project with Huawei and other ecosystem partners. We will also work with local markets to adapt our Omni-channel delivery to local market maturity and needs.  Our customers should experience one Vodafone when interacting with us, and Omni-channel enables us to deliver a consistently great experience across all channels.”

Erich Gerber, General Manager for Asia Pacific Region, TIBCO, noted: “Streaming Analytics enables actionable insight into how customers interact with Omni-channel capabilities. A rules-based events engine, coupled with API Management and an Integration Platform are key components in driving real-time engagement.”

Günther Schrammel, Chief Executive Officer, NTS Retail, said: “Omni-channel is about meeting your customers at eye level and accompanying them, in real-time, on any channel and stage of interaction they choose. At the same time, it turns any customer touchpoint into a potential point of service and sales. We at NTS Retail are thrilled to join the Omni-channel Management Alliance and to engage with top industry players to support operators on their successful digital transformation.”

The Open ROADS Community was founded with the vision of being the ICT industry’s incubator for creating and implementing best practices in digital transformation. Through this newly formed industry alliance, the team of cross-industry peers will cooperate to build a mature ecosystem for Omni-channel management, and contribute to improving the maturity of standards, architecture, practice, and implementation.


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