Cross-Channel Orchestration and Service Consistency in Omnichannel Customer Experience: Implications for Service Costs, Retention, and Customer Lifetime Value
Keywords:
omnichannel; cross-channel orchestration; service consistency; customer experience; service costs; customer retention; customer lifetime valueAbstract
This research discusses how cross-channel orchestration shapes service consistency in the omnichannel customer experience and its implications for service costs, customer retention, and customer lifetime value (CLV). Customers view cross-channel interactions as a single integrated journey, so that inconsistencies in information, procedures, and decisions between channels can easily cause friction, increase repeat contacts, and drive costly escalations. Through a qualitative literature review with thematic synthesis, this study summarizes the key mechanisms that explain this relationship. The synthesis results show that cross-channel orchestration works through the unification of data and interaction history, the alignment of service policies (e.g., promotions, shipping, and returns), the design of cross-channel transitions, the strengthening of agent guidelines and competencies, and cross-unit governance and performance metrics. These mechanisms shape the consistency of service perceived by customers in the form of continuity of information, actions, and service tone. Consistency then reduces service costs by reducing duplication of work and corrective work, while strengthening retention by reducing perceived risk and customer effort. The subsequent impact is evident in the increase in CLV through a combination of higher repurchase/cross-buy opportunities and lower customer service costs throughout the relationship. This research confirms that service consistency is not merely a quality attribute, but rather an economic lever that connects omnichannel experience design and profitability.
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