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Omni-channel service: Does it ensure customer retention? By Aditya Abeysinghe Businesses today are mostly changing their processes to a digitized approach. With using digital processes, businesses could offer products or services to customers who are distant, to customers who use digital stores to buy products and to customers who are unaware of businesses. Different channels are used by businesses to reach customers when using digital approaches. Omni-channel approach is such a method which links different channels to link with customers.   Benefits of omni-channel services One of the benefits of omni-channel services is that the customer has many options to purchase products. With omni-channel services, customer can purchase products using self-services or online purchases which reduces customer’s time to purchase products. While ensuring customer satisfaction it enables the seller to reach more customers and increase sales. Sellers could benefit from omni-channel when the cost for maintaining physical stores is decreased ...