and we have to understand that there is a single team and process; we have to try not to differentiate between in-person and digital. Every channel makes its contribution and they complement each other,” he said. The Technology Role In this new era, where technology companies are constantly developing, more traditional corporations should not stay behind. Juan Carlos Peña, eCommerce director at CashConverters, said “it is important to being up to date on the latest developments, especially those which can bring value to customers’ everyday lives.” Juan Carlos was mentioning the bots model, and expounded on the need to automate back office We need to understand the customer journey as a single experience; we have to try not to differentiate between in-person and digital experiences José Luis Sánchez Mancebo, Atento Know and understand your customer: leverage on the data they provide through experiences Predict behavior through trends on social media Implement customized offers and browsing based on each audience Design a digital support strategy aligned with the user’s in-store experience Analyze static data to make future improvements How do I create a successful omnichannel strategy?