**4. Conclusions**

The main reason for the recent attention to customer satisfaction is competitiveness between companies, which leads to more concentration on the performance of processes for product/service's value which last in customer satisfaction. If customer satisfaction is not fulfilled, it makes lost sales.

One of the ways to reach customer satisfaction is customer experience, which is extremely important because, it starts a long time earlier than the time of shopping and it is a plus point to gain in competitive market [60], therefore; if this journey goes well it leads to purchase and one of customer satisfaction phase will be accomplished.

The omnichannel strategy should be integrated into three different stages: physical, business and application. At the first level, stock-keeping points and flows among channels should be connected and harmonized. At the second level, different channel processes and business models should cooperate. At the third level, information flows and databases should be in contact correctly [61]. With the increasing variety of products and increasing channels, the generation of data getting more than before; therefore, it is important to analyze data and extract vital information (customer's behavior, feedback, customer's needs, about competitors, etc.) to use in related phases to make improvement and increase profit. Omnichannel strategy is also playing an important role in marketing and can make a big difference in profit for producers, by implementing Omnichannel strategy in a brand, more customers are attracted to the brand, and it leads to more profit, but this strategy has many potentials which are not used yet, some aspects of it are discussed in this chapter. For instance, if there is an issue in the production part instead of changing whole disciplines (e.g., in the design phase, manufacturing, etc.), the problem can be solved through Omnichannel channels, by changing the idea of customers by inducing the band's idea with smart advertisement.

*Production Engineering and Robust Control*
