ADVANCEMENTS in technology are changing customer expectations - instant gratification, limitless options, ease of doing business; these have all changed the definition of customer service.

Deploying an omnichannel strategy is one of the more recent approaches to getting ahead of this challenge - promising to deliver a seamless customer experience across any channel the customer chooses to use.

While every organisation has its own journey towards the omnichannel, here are lessons that every business must take to heart.