Omnichannel or Omnichaos? When channels multiply, how do you fix your journeys?

I recently tried to resolve a simple issue with a brand. I began on their website chat. The chatbot couldn’t help. So I moved to email. They responded, but asked me to call support. I called support. The agent had no visibility into my chat or email history. I explained everything again. I was then asked to upload the documents via WhatsApp.

By the end, I wasn’t experiencing omnichannel. I was experiencing omnichaos.

And that’s the reality many customers face today.

We’ve added channels such as chat, voice, WhatsApp, social, email, apps, and self-service portals, believing that more access leads to a better experience. But in many organizations, what we’ve actually multiplied is complexity.

More channels lead to more handoffs, more data silos, and more inconsistencies.

The customer journey hasn’t become smoother. It has become fragmented.

So today, the question is not whether we are omnichannel.

The real question is, “When channels multiply, how do we fix the journey?”

That’s what I’d love for us to unpack together:

• Are we designing for channel access or journey continuity?
• When does omnichannel become operational overload?
• Are we measuring channel metrics or journey outcomes?
• Is omnichannel a technology problem or a leadership alignment problem?
• Should the goal be “omni” or “optimal”?