Unified framework for omnichannel communication services

Abstract

Omnichannel represents the latest stage in evolution of communication services and places strong focus on customer-centricity and unification aspects in development of such services. Omnichannel also constitutes a prerequisite to a successful digital transformation. Traditional siloed implementations should give way to flexible and cost-effective solutions which would enable high level of business logic reuse as well as fine tuning per customer needs.

Despite the market appeal of omnichannel, there has been little to none consolidation of efforts on behalf of both research community and industry to establish a common understanding of implications of omnichannel as well as to suggest any best practices for omnichannel enablement. This thesis represents a fair attempt to study existing disperse research alongside commercial offerings and elaborate on requirements and conceptual model of a unified framework for omnichannel communication services. Prototyping is used as a means to validate the proposed model in terms of its feasibility. It also allows to get additional insights insights into the topic of the omnichannel enablement and its particular aspects. The insights are not limited to the framework proposed but offer a broader perspective on omnichannel enablement in terms of its associated challenges and prospects.