Model dimension · 04 / 08
Does your team have the culture and skills to be omnichannel?
People and culture measures the role of teams, organizational structure, and training in executing the omnichannel strategy.
Maturity levels
How does people and culture look at each level?
0
Non-existent
No training or cultural alignment around the customer experience.
1
Emerging
There are isolated initiatives, but teams still operate separately.
2
Multichannel
Some teams share information, although the structure still rewards silos.
3
Transitioning to omnichannel
Training and cross-area collaboration exist to coordinate the experience.
4
Managed omnichannel
Culture and structure support omnichannel experience as a shared goal.
5
Optimised omnichannel
Teams are flexible, collaborate without boundaries, and continuously train around the customer.
Warning signs
Does any of this sound familiar?
There is no formal training in customer experience or channel management.
Sales, marketing, and service teams work with contradictory objectives.
The organizational structure rewards individual channel performance, not the integrated experience.
There are no mechanisms to listen to or empower employees in improving the experience.
Frequently asked questions
Common questions about people and culture
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