If you're not in the digital world, you don't exist. If you are not present in all the devices and channels that have existed and will exist, you do not exist either. Or at least this is what we hear every day and one of the golden rules when talking about current business and marketing strategies.

Multichannel is defined as "The ability to interact with potential customers on various platforms. In this sense, a channel could be a print ad, a physical store, a website and even word of mouth," but in reality it is a much more complex concept than that.

In other words, a multi-channel strategy is one that uses various means that generally work in isolation to give the user access to our product or service. Within the insurance sector we could give the following example:

A potential customer is interested in purchasing car insurance, so he goes to the website to see the products available. Once he has gathered information he calls the insurance company to obtain more detailed data and make a quote simulation. Finally, when he is convinced that he wants the insurance, he goes to the insurance company's physical office to provide his data, prepare a customer file, process his registration, pay and complete the process.

However, in a changing and volatile environment where users are increasingly informed and less "loyal", a multi-channel strategy is not enough. Industry trends reveal that users are placing more importance on transparency, speed and personalized experiences. Added to this is the need for a highly responsive environment that meets processes in a seamless manner free of dead ends or interruptions that result in customer abandonment because their time for patience has run out. Yes, the hard, raw data tells us that the average user abandons a page if it takes more than 10 seconds to load.

Omnicanality as a solution

Unlike multi-channel, the omnicanal strategy integrates all existing channels under a single strategy so that they are connected to each other to allow the user to access and interact from any device, place and in a fluid and uninterrupted manner. In this way, the first example would be captured in the following way in the omnicanality:

The potential customer has seen on the website the options that interest him, through options menus and custom configuration he can compare which product would be more convenient for him and perform the rate simulation. He then provides his data in an online customer file, processes the purchase, receives the insurance policy at his home and receives a phone call to follow up on the service, find out about additional products and have customer service.

Omnicanality represents the future of business channels because it responds intuitively to customer needs and adds value by generating a personalized and unique experience for each user. In this way, not only are potential customers attracted, but their retention is achieved and if the strategy is appropriate and optimal: loyalty.

If nature itself is a constant cycle of adaptation, evolution and synergy of different elements, why not apply the same principle to business?