This McKinsey white paper argues that companies often fail at omnichannel by trying to cover every channel and touchpoint, leading to fragmented experiences and high costs. Instead, success comes from focusing on the two or three cross-channel customer journeys that matter most. Research shows over half of customers engage with three to five channels per journey, yet expectations remain for consistent, seamless interactions. By prioritizing key journeys, firms can boost self-service adoption, cut handling time, improve personalization, and empower frontline staff. Embedding a customer-centric, journey-focused mindset across the organization is essential for sustainable success.

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