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”?

Meet The Panelist

Executive Director & Global Functional Head at JPMorganChase

Sumiran Bhatia

• We have Sumiran, who brings a critical lens on governance and compliance to this discussion. With over two decades in financial services, leading compliance, risk, and customer operations, she has managed large teams, ensuring that customer interactions across channels meet both regulatory and service expectations.

Co-Founder & President at Thunai.ai

Kapildev Arulmozhi

• Kapil is a serial entrepreneur and technology leader who has built multiple enterprises in product engineering, identity management, and AI-driven solutions. His work around enterprise platforms, automation, and AI-led workflows gives him a unique perspective on how technology can orchestrate conversations across systems and eliminate silos.

Service Delivery Leader at iEnergizer

Nallipogulu Augustin

• Joining him is Augustin, who brings deep operational expertise from the BPO and customer service world. Having led large customer support operations and business setups, he understands the realities of managing multiple channels, maintaining SLAs, and ensuring the customer experience does not break down as scale increases.

Head of Offerings and Solution at Sutherland

Allwyn Deepak David

• Then, we have Allwyn, who leads service offerings and digital transformation initiatives across retail and consumer industries. With close to two decades of experience implementing technologies like AI, automation, chatbots, and process mining, he has been at the forefront of helping organizations redesign their service ecosystems and customer journeys.

Executive Vice President at ClearTouch

Uthaman Bakthikrishnan

• I believe in the power of creation - it gives me a real high to grow something from scratch and make it sustainable. Identifying market opportunities, market gaps, and identifying the right talent for execution are some of my key strengths.