The Competence Center Omni-Channel and Customer Experience Management addresses the impact of digitization on cross-channel customer journeys and helps companies better align their Omni-Channel activities with new customer needs.
Omni-Channel and Customer Experience Management
With empirical studies, the Competence Center Omni-Channel and Customer Experience Management supports companies in the sustainable and competitive alignment of various digital and traditional channels.
The research areas of the competence center include consumer behavior along the customer journeys, strategic channel management, customer base analysis in the omni-channel age and customer experience management. The research of the Competence Center is published in renowned scientific journals (Journal of Retailing, Journal of the Association for Consumer Research, Strategic Management Review, etc.) and in the context of practical publications ("Cross- and Omnichannel Management in Switzerland", "Der Schweizer Online-Handel", etc.). The activities also include the organization of the St.Gallen Internettag, the largest e-commerce congress in Switzerland, as well as various consulting-related research projects.
The Competence Center Omni-Channel and Customer Experience Management has the goal of anchoring Omni-Channel knowledge in the teaching of the University of St.Gallen and thus in the training of potential young professionals.
New continuing education program on Cross-Channel Management
The changes brought about by the Internet present new challenges for companies. To prepare managers for these changes, the Omni-Channel and Customer Experience Management Competence Center offers an executive education program on cross-channel management.