A different view by Jaime Porta

There was a time when being “digital” meant having a website and sending a few email campaigns. Fast forward to today, and that’s simply not enough. Customers expect much more, they want continuity, personalization, and flexibility across every touchpoint. That’s where omnichannel comes in.

But what exactly is omnichannel? And why is it no longer optional?

Let’s unpack it, from definition to execution, and share some hard-learned lessons along the way.

Omnichannel vs Multichannel: What’s the difference?

It’s easy to confuse multichannel and omnichannel, but the difference between them is fundamental.

• Multichannel means being present on multiple platforms: your website, physical store, social media, mobile app, etc. But these channels often operate in isolation.
• Omnichannel, on the other hand, is about integration. It ensures all channels work together to create a seamless, consistent experience for the customer, whether they start online and finish in-store or jump from WhatsApp to email and back.

Think of multichannel as a band where each musician plays solo. Omnichannel is the orchestra playing in sync.

Meeting expectations = Building loyalty

Not long ago, having a presence in several channels felt innovative. But customers don’t think in channels, they think in experiences. And their expectations have changed. They want to:

• Pick up where they left off, regardless of the channel.
• Be recognized and understood across touchpoints.
• Get consistent support and messaging — whether it’s through a chatbot, a phone call, or in person.

In one of my first projects at Vorwerk, we saw a major shift simply by adding the name and contact details of the salesperson in the welcome email. That small gesture created a sense of continuity and trust, and at the same time, it improved data quality dramatically. Our contact data jumped from 50% (with questionable accuracy) to 95% completeness, with a bounce rate below 2%.

This shows how powerful simple actions and human-centered design can be.

But consistency isn’t just a marketing trick, it’s a loyalty builder. And delivering that consistency requires internal alignment. Global companies especially face the challenge of harmonizing local teams and tools with global strategies. When that’s done well, customers feel supported. When it’s not, they feel the disconnection.

Where most companies fail: Lessons from the field

Looking back, one of the biggest mistakes I made early in my career was treating digital and physical channels as separate worlds. I was excited to roll out new tools, but didn’t think about how they would integrate with existing processes, or how the customer would actually experience them.

Many companies fall into this trap. They launch an app here, a chatbot there, a CRM over there, but forget to connect the dots.

Another common failure? Overthinking the solution. We chase sophisticated platforms when in reality, omnichannel can often be delivered through simple, well-connected actions. Customers aren’t impressed by your tech stack, they remember how smooth or frustrating their journey was.

And perhaps most critically, companies often underestimate the role of data and process. You can buy the most advanced software, but if your team isn’t entering clean, reliable data, or your processes are inconsistent, the customer experience will suffer. In that previous case at Vorwerk, we turned around our data capture rate by simply introducing a smarter welcome message, connected to the salesperson behind the transaction. It wasn’t a tool problem, it was a process and mindset issue.

Finally, empowering your team is non-negotiable. Your people are the connectors. If they don’t have access to the right tools and information, or the confidence to use them, the whole system breaks down.

Why omnichannel is no longer optional

Omnichannel isn’t a trend. It’s a response to how people live, shop, and communicate today.

• Your customer sees your brand, not your departments.
• They expect to be remembered, not re-identified at every step.
• They want speed, personalization, and relevance, not silos and excuses.

The companies that get this right build stronger relationships, increase loyalty, and gain a competitive edge. The ones that don’t? They’re just a click, or swipe, away from losing a customer.

If you haven’t started thinking omnichannel yet, it’s time. And if you’ve already started, ask yourself: are all my channels really working together?

Because in today’s world, anything less than that simply won’t do.