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Sequencing the Omnichannel Customer Conversation

Based on primary research commissioned by Opus Research, Coleman-Parkes has determined that, on average, customers use between 4 and 5 different “channels” to support their commercial endeavors led by email, phones, websites, social media, mobile apps and brick-and-mortar stores. In this document, Opus Research reviews the research findings to draw conclusions about the sequence of media that customers commonly employ to carry out business with their chosen firms.