Omni Business: customer-focused business models arrive

The new digital technologies are creating opportunities of great value for those companies and organizations that have been more agile and, looking to the future, have been and are open to adapt and even redefine their business models. Thus, at the forefront are those companies that are advancing to what is known as the “Omni Business Model”, that is, a business model that aims to offer a perfect and ubiquitous customer experience, in which the integration of digital technology extends beyond the marketing and sales channels creating complete ecosystems.

Omni Business keys and trends

KPMG International and the Consumer Goods Forum (CGF) have conducted a study involving 400 senior executives from the world’s leading consumer brands. The information from their interviews has been combined with data from 7,100 surveys on buying habits and preferences for consumers in 19 countries. With all this information, in addition to having outlined the main ideas and strategies of some of the most advanced Omni Business on the planet, have also been able to define its fundamental pillars.

Technological advances are accelerating the digital transformation of companies at a faster rate of change than conventional business processes can react. In order to lead this change, leading manufacturers and resellers are evolving towards fully integrated companies capable of responding to customer needs through any channel and at any point in their purchasing process. This new generation of consumer business, the Omni Business, is based on six pillars:

• Multichannel experience seamlessly integrated between digital channels and traditional channels, and at consistent prices.

• Maximum customer orientation through the use of intelligent technologies and analysis that allow the customization of the experience of a highly segmented customer base.

• Digital channels are preferred by customers, and the fastest route to reach them; digital transformation allows companies to reformulate their processes, strategies and business models to grow more and be more profitable.

• Greater agility in the supply chain, now driven in real time by sudden changes in customer demand or market conditions. The optimal supply chain is fully integrated with the business front end.

• Constant use of advanced analytics and intelligent technology to make it easier for all parts of the company to work together in real time to achieve not only the objectives, but also to do so with greater efficiency.

• Predominance of the culture of trust and integrity. In today’s market, customers are better informed and expect higher levels of ethics, so fostering trust and integrity is essential to doing business. The most successful companies are aware that trust is the best way to retain customers.