Constraints and barriers on industrial customer performance in an omnichannel ecosystem

Abstract

One of the business models in the digital field that has proliferated the most lately is the omnichannel model. Its objective is to provide services adapted to the specific demand of each particular client, regardless of the channel at any given time. To carry it out, the firm must have exact knowledge of the client. Manufacturing companies that have incorporated technology to learn more about their industrial customers and predict which proposal is the most appropriate for each customer-context have the basis to go further and get to know the final consumer. This knowledge of the consumer is a pillar for innovation in a company and especially for product innovation. Usually, the manufacturer does not want to bypass the traditional distribution channel, so it is proposed to create an ecosystem for the provision of services. That is, manufacturers enable digital communication channels with the final consumer, to collect information, while providing the service or supply through the traditional channel. In this way, omnichannel ecosystems arise. This article aims to clarify the barriers that hinder customer performance, either directly as an industrial buyer of a good, or as an intermediary, in an omnichannel ecosystem.