CX Myth #3: Omnichannel Means Offering More Channels

MYTH 3

The myth: “Omnichannel means offering more channels”

The reality: Omnichannel means continuity, not just quantity

Let’s be honest. Most customer experience vendors claim to be “omnichannel” the moment they plug in an extra channel. SMS, chat, email, social, take your pick. But more channels don’t equal better experiences.

In fact, for customers, it often means more friction.

You start in the app. You get transferred to a live agent. They send you a follow-up email. And at every step? You’re starting over. Explaining yourself again. Repeating your issue. Reconfirming your identity.

That’s not omnichannel. That’s amnesia, with a fresh login screen.

Too many brands confuse “omnichannel” with “everywhere.” They think adding more touchpoints and channels is enough. But presence without continuity doesn’t matter if the experience keeps breaking every time someone switches lanes.

The result? Customers bounce between disconnected tools, repeating themselves at every turn. The app doesn’t talk to the agent. The chatbot doesn’t remember your email. The support team doesn’t see what happened in your last interaction.

Why call it customer experience when it’s customer exhaustion?

Here’s the truth: people don’t think in channels, they think in moments. And those moments don’t follow your org chart. They unfold across time, platforms, and contexts, and every time a customer has to start over, it chips away at trust.

True omnichannel means continuity. Memory. Context that follows the customer, not the other way around.

Rather than bolting on channels, some vendors like UJET are building continuity into the core product. Unified from the ground up, so every conversation carries context across touchpoints, across time, and across platforms.

When a customer moves from chat to phone, their preferences, history, and issues move with them. When they switch from app to email, the agent already knows what’s going on.

When they come back two weeks later, it picks up right where they left off.

The real shift? It’s transforming a better workflow into a better customer relationship.

Want to see how seamless your CX really is? UJET delivers continuity across the entire customer journey, not just a longer list of channels.

Learn more at ujet.cx.