Seamless calls for an omni-channel experience rather than a multi-channel one. If your enterprise can provide excellent service staff in your stores, a high-converting website, and a great mobile experience, customers will get a good multi-channel experience, individually. But if these channels aren’t working together in coordination, it’s not a seamless experience.
From customers’ point of view, a seamless experience means that whether they start their journey in the store, online, or on a mobile app, they can accomplish whatever they set out to do, moving smoothly from one channel to another without any gaps in the process. From enterprises’ point of view, it means the customer can easily complete their purchase thus cutting out the tendency to switch to a competitor.