Conclusion: consumers are de facto demanding Omni-channel customer service in digital commerce for its single consistent positive experience but Omni-channel service is only an aspiration for most businesses today.

• Viable Omni-channel technology and IT architectures exist and are rapidly emerging but insensitive, unknowing business management is the main inhibitor to adoption of Omni-channel as the universal approach and practice.
• Omni-channel creates a bigger scaling problem in marketing and IT than most enterprises currently envisage.
• Leading adopters are evaluating Omni-channel service as a goal, but only investing in deployments that are immediately affordable because an Omni-channel ecosystem can be endless.

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