An Omni-channel Technology Strategy

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Omni-channel is different for every company. It depends on the company’s culture, existing systems, supply chain, people, practices, and customers.

The company needs to know when a customer is browsing the site on a phone and visiting the store afterwards, so the system can determine the shopping stage and anticipate what the customer will want to do next.

Consistent UIs build trust, credibility and confidence. Store branding and messaging matches website and mobile app. Identifying what should be consistent should be determined by the company’s departments/teams. The customer experts.


Reduce the barriers between customers and business functionalities, empower customers to purchase products on their terms.

Pull complexity back into the domain teams that manage it well, expose services modeling core business functionalities so development teams can quickly empower customers to interact with the business.



Enable omni-channel, self-service capabilities for customers.


Enable teams to continuously build, operate, scale and maintain services modeling core business capabilities and processes. Reduce barriers between business functionality and customers purchasing and receiving products quickly and easily.

Identify domains. Arguably the hardest and most important activity which will have long lasting affects on the businesses ability to create customer value.

Pick key domain experts from the organization to form domain aligned teams. Add key network, security and operations engineers to the teams. Find engineering coaches and embed them with the teams to guide a simple process.

Let the whole team build a Continuous Integration system and process. They can spend a month vetting out different CI tools, or just pick one and go with it. But empower the team to choose. This establishes a DevOps culture that unlocks collaboration.

Identify a CI champion and empower them to build a team that focuses on integrating with the Enterprise Compliance Systems, Logging aggregation and visualization, Artifact repositories, and a central hub for storing and viewing application test results for auditing purposes.

Make “doing the right thing” sustainable.

Identify Software Engineering Champions on each team who are accountable for engineers practicing Test Driven Development, Reliability Engineering, and the SOLID Principles. Provide a forum for the team to have design dialogues about the systems they are building along with reviewing the performance of apps.

Build single sources of record for domains. At the same time, start building a mobile, responsive website utilizing new domain services as a feedback mechanism to drive API web service contracts.



Key Elements

Key Technology Practices For Responsive Delivery


Build cloud native, scalable, web services in front of single sources of record. Leverage the HTTP protocol to communicate amongst services. Be deliberate when building asynchronous and synchronous style communications.

Developer Enablement Requirements (Make Doing The Right Thing Easy)

Underlying Architectural Principles

Engineering practices

Team / Organizational Dynamics

Should include aligning on customer messaging, goals, objectives, and design across each channel and device

It is less of a headache down the road when you get people excited in the beginning

Need up-to-date and accurate product information at every turn

With omni-channel, it’s all about making the customer’s life as easy as possible

A customer values the ability to be in constant contact with a company through multiple avenues at the same time

Seamless and effortless, high-quality customer experiences that occur within and between contact channels

Let the customer dictate how a transaction occurs

Assembled commerce

Analytics to make the customer experience more seamless

The Network Team is essential to enabling system communications; Quality, Security and Reliability must be baked into the development process