Why Your Customers Might Hate Your Omnichannel Strategy
In theory, an omnichannel strategy sounds like the perfect way to meet customers where they are. However, the reality isn’t always as smooth as it seems. While businesses roll out omnichannel systems with the best intentions, customers often experience friction, confusion, and frustration along the way. So, why might your customers hate your omnichannel strategy?
Recently, we held a panel discussion with industry experts and interviewed actual customers to uncover the pain points. What we found might surprise you—and it highlights why even the most well-intentioned omnichannel strategies can backfire.
1. Customer frustration #1 “I have to repeat myself every time.”
One of the biggest draws of omnichannel is the promise of a seamless experience. Whether a customer starts a chat on your website or visits your store, the expectation is that their information will follow them.
However, in reality, many customers are left repeating the same information across different channels. “I explained my issue online, but when I went into the store, they had no idea about my problem,” one customer said during our interviews.
This disconnect between channels is a common issue, and it can lead to significant frustration. Despite the best tech and tools, poor integration between platforms can leave customers feeling like they’re starting from scratch every time they switch channels.
2. Customer frustration #2 “There are too many way to contact you, and I don’t know which one to use.”
While offering multiple channels is great in theory, sometimes more isn’t better. Many customers expressed confusion about which channel to use for different issues. Should they send a direct message on Instagram for a quick question, or will a phone call get them faster results? Can they start a chat on the website and expect a follow-up email, or should they go to the store?
This information overload can leave customers feeling overwhelmed and unsure, and a frustrated customer is not a happy one. One panel expert mentioned that businesses often get caught up in offering all possible channels without considering how customers prefer to use them.
3. Customer frustration #3 “I get different answers depending on who I talk to.”
Nothing frustrates customers more than inconsistency. One interviewee described how they received conflicting information from a company’s chatbot, in-store team, and call center. When a brand’s messaging, policies, or even product details vary between channels, it erodes customer trust.
Our panel experts agreed that maintaining consistent communication is key, but it’s also one of the most challenging aspects of omnichannel strategies. If one channel isn’t up to speed or employees aren’t properly trained, the customer ends up bearing the brunt of the inconsistency.
4. Customer frustration #4 “Your chatbot is useless!”
Automation can be a blessing, especially for companies managing high volumes of inquiries. But automation tools like chatbots and automated emails often fall short of delivering the human touch customers crave. Several customers we interviewed expressed frustration with automated systems that couldn’t answer their questions or sent them in circles, forcing them to eventually call customer service anyway.
“I don’t mind talking to a bot if it’s helpful, but most of the time, I just end up frustrated,” said one customer. Sometimes, customers simply need the human touch—and businesses that lean too heavily on automation risk alienating them.
5. Customer frustration #5 “I thought everthing was connected, but it’s not.”
There’s a key difference between omnichannel and multichannel strategies. In a true omnichannel system, all channels are connected, sharing information fluidly to provide a unified experience. Unfortunately, what many businesses offer is closer to multichannel—where different platforms operate independently.
One customer noted, “I expected my online order history to be available in-store, but they couldn’t look it up.” These silos prevent the seamless experience customers expect from a true omnichannel strategy.
One company that gets it right is Lululemon. They use your online purchases to help you with your in store experience. They have even taken it to the next level when they acquired Mirror, you can read more about it in this article.
How to Learn from the Mistakes
While our panel discussion highlighted a lot of customer frustrations, we also gathered insights into how businesses can improve their omnichannel strategies. Here are a few best practices suggested by the experts:
- Centralize data: Ensure all channels are connected and have access to the same customer information to avoid the need for repetition.
- Prioritize consistency: Make sure your policies, product details, and customer service responses are uniform across all channels.
- Listen to your customers: Regularly gather feedback from customers to find out what’s working—and what’s not.
- Avoid over-automation: While automation can be efficient, ensure there’s always an option to speak to a human for more complex issues.
It’s Time to Reevaluate
Your customers don’t hate omnichannel—they hate when it’s done poorly. The key to success lies in a strategy that is truly integrated, customer-centric, and flexible enough to evolve as technology and customer expectations change. Take the time to review your omnichannel approach, address the pain points, and you might just find your customers turning from frustrated to loyal.
