Digitalization has led to a change in the lifestyle of people and a change in their behavior as customers, which independently form the buying process. Many companies on the market that provide high-quality goods; therefore, it is necessary to stand out among the competitors. The quantity of touch points between the customers and the company has also expanded. Customer journey has become difficult because of the constant switching between online and offline channels. In this regard, for the formation of customer experience, companies need to build omnichannel communications that will erase the line between online and offline and provide continuous customer experience. Omnichannel requires considerable efforts from companies, optimization of business processes; implementation of IT and digital technologies, synchronization of internal communications, but it is beneficial for both.
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