Ah, omnichannel. Who knew that creating a coordinated and seamless experience across all possible channels would be so complicated?

Everyone. We all knew that pretty much from the start.

In omnichannel CX, “why” isn’t the mystery. Most businesspeople intuitively understand the need for a brand experience that’s consistent regardless of where the contact happens. We know how frustrating it can be when the experience (and information) changes from channel to channel.

We also know why omnichannel CX is so hard to do: there’s a lot of moving parts. Assembling a cross-functional team can be difficult. Integrating tech and channel data is time-consuming. It’s hard to know where to start, what to prioritize, and how to fund such a resource-intensive investment.

In short, omnichannel CX is expensive. But it’s also something that customers want. So how can CX teams bring some clarity to this project?

Omnichannel vs. multichannel

Omnichannel clarity begins with the definition of omnichannel. Having multiple channels customers can use to connect with your company is not omnichannel. That’s multichannel. Omnichannel only happens when the experience a customer has is the same regardless of which channel they use.

Brands have been multichannel ever since the telephone joined letters as a communication method between customers and businesses. To this dynamic duo we can now add print and digital advertising, websites, emails, chat/messaging (human or AI powered) and a wide range of social media platforms. The challenge lies, not in a dearth of communication options, but in deciding how to embody your brand experience on each channel. Once customers feel they can contact your business via any channel and still get a great experience, you’ve cracked the omnichannel code.

There’s no magic omnichannel bullet

Of course, that’s a lot easier said than done. Each channel demands a special approach – and often a team of people with specialist knowledge. And while companies can build such teams, it takes time and money. This becomes even more daunting when you consider that true omnichannel includes all your company’s touchpoints – not just the ones that are the most popular.

So omnichannel CX is definitely a long-term goal. It’s not something you can expect to complete next quarter or next year. There will be no shortcut through the hard work. But that doesn’t mean you can’t get started on it right now.

You know that the CX by Design team loves the motto ‘Start where you are’. And that’s exactly what you have to do for omnichannel CX (as we’ll discuss below). Understand that omnichannel is a long haul. Learn about the journey and what to expect as you take it. And then start by understanding the current channels open to your customers. This will help you along the slow but rewarding journey to a true omnichannel customer experience.