Ditch Omnichannel Thinking: Use JTBD for CX That Works
JTBD > Omnichannel | TRUE Consistency
Table of Contents
We've all been there. You wrestle with a chatbot, painstakingly explaining your issue, only to have to repeat the entire saga when you finally reach a human support agent. Or perhaps you found one answer on a company's website, but their mobile app tells a different story. Despite massive investments in "omnichannel" strategies promising seamlessness, these disjointed, frustrating experiences remain painfully common.
The hard truth is that many omnichannel efforts, while well-intentioned, are built on a shaky foundation. They focus on connecting the channels – the website, the app, the call center, the physical store – without fundamentally addressing why the customer is interacting in the first place. True consistency doesn…
