Omnichannel Customer Experience Engine – how it works

Picture of Tomasz Karwatka
Tomasz Karwatka

Supervisory Board Member at Divante. Leading industry voice who believes eCommerce can improve our world. Co-founder of Vue Storefront and Open Loyalty, angel investor, and founder of Tech To The Rescue. CoFounder at Catch The Tornado eCommerce Startup Studio

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In the Omnichannel world providing communication consistent in every channel and personalized as well is especially difficult.

We work on the Omnichannel projects for the European clients in the finance, retail and telco industries. Thanks to the authorial research and workshop methods we detect the Omnichannel Gaps. Removing these gaps usually requires a totally different approach to creating the Customer Experience. The current silo approach is not effective in the omnichannel world.

To meet the needs of the customers it is necessary to design a system which will create dedicated User Experience on the basis of every customer’s behaviour. Ultimately, every customer receives such User Experience as it is optimal for their needs. We can dynamically choose the form of the contact, the contents of the communication and format the offer so that it could correspond with the needs of the moment.

In order to create the consistent Customer Experience system for Omnichannel we developed Omnichannel Open Architecture. It is based on the Open-Source components to build complete technical support for Omnichannel.


The heart of the architecture is the Omnichannel Customer Experience Engine we have created, which is based on the BigData solution from Cloudera. Such a solution lets us analyse in one place the behaviour of the customers form the following channels: trade and call centre representatives (crm), the Internet (eCommerce, www, remarketing, PIM), mobile (applications, rwd, sms) and from the terrestrial points (POS).

We carry out a number of analyses for every customer in order to match the offer, the communication channel and the time and form of the communication. The analysis helps us to detect the customers who are dissatisfied, losing interest in our offer, promising and the most valuable ones – depending on the situation they can be presented with a special offer, additional time of service or we can consciously terminate the cooperation.

Omnichannel Customer Experience Engine consists of the following modules:

  • Dashboard with the Single View of Customer function
  • The Module of Dynamic Targeting Creation and personalised User-Experience generation
  • Widgets for the design of dynamically personalised www, landing pages and mailing
  • Widgets for the design of dedicated lead forms and purchase processes
  • Marketing campaign management
  • The Omnichannel data analysis system in real time
  • Lean UX – a tool set to test UX solutions
  • the PIM system to manage the product information in every channel with Rich Content support
  • the CMS system to manage the whole content (content marketing) – including multimedia files

The implementation of Omnichannel Customer Experience Engine is an exciting but difficult digital transformation process of the company. It requires the direct commitment of the Board to connect silos. The process usually starts with the Omnichannel Audit and then the first stage is introduced: the data integration. It allows for getting the Single View of Customer, the starting point to the real Omnichannel.

Read also: Omnichannel success factors in eCommerce – Report.

Published March 31, 2016