Most companies have already adopted new digital channels to communicate with their customers. Email, SMS, RCS messaging, mobile apps, social media, and WhatsApp Business integration have become part of their day-to-day strategy.
This reality shows that adding new communication channels is no longer the most pressing challenge. What companies truly need is to coordinate those channels to deliver a consistent customer experience.
According to a Verint study, 73% of customers prefer interacting through digital channels rather than by phone; 78% would switch brands after a single poor service experience; and 86% say they would buy again from a brand that delivers an excellent experience.
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However, many communication and marketing strategies that appear omnichannel are, in reality, fragmented experiences. Some organizations believe they operate omnichannelly because they've integrated RCS messaging, SMS, email, social media, and apps, and have also successfully integrated WhatsApp Business. But in reality, they continue to manage each channel separately.
Research conducted by the MIT Center for Transportation & Logistics found that 60% of companies in this sector have already implemented an omnichannel strategy—10 percentage points more than the previous year. The primary challenge is no longer adopting omnichannel capabilities, but executing them effectively. In fact, 51% of respondents identified the integration of online and offline touchpoints as their biggest challenge.
From the customer's perspective, the experience often remains fragmented. They receive duplicate messages, have to repeat information when switching channels, or are presented with offers that are no longer relevant.
Simply having multiple digital communication channels is not enough. True omnichannel engagement requires coordination: systems must be integrated and capable of sharing information to create a consistent customer experience.
However, integration is only the starting point. Orchestration means defining how the organization should respond to every interaction by combining data, context, and business rules to determine the next best action. For example, if a customer abandons a shopping cart, recognizing that behavior alone is insufficient. The organization must also determine which channel should be used, when to engage, and what message should be delivered.
From a customer experience standpoint, the focus can no longer be on managing channels independently. Today, the goal is to manage complete customer journeys, supporting users throughout every interaction with the brand.
To achieve this, companies are increasingly relying on artificial intelligence. AI no longer just generates content—it also interprets customer behavior, anticipates intent, and helps determine the most appropriate channel, the optimal timing, and the ideal frequency of engagement.
In a McKinsey case study, implementing an AI-powered customer service agent enabled the system to automatically understand 75% of customer needs, achieve 85% accuracy in identifying customer intent, and improve customer satisfaction by 6%.
At the same time, omnichannel strategies also require governance. Technology is a critical enabler, but organizations must also establish priorities, business rules, communication frequency, ownership, and governance policies. This prevents different departments from communicating independently and creating inconsistent customer experiences.
For customers, channels are secondary. What they expect is a consistent relationship with the brand, regardless of whether the interaction begins with email, continues via WhatsApp, or ends with a chatbot.
In this context, channel orchestration—that is, ensuring that all touchpoints function in a coordinated manner—becomes a competitive advantage.
According to a Market Intelo study, the global Customer Journey Orchestration market was valued at US$14.2 billion in 2025 and is projected to reach US$67.8 billion in 2034, with a CAGR of 19.8%. This projected growth will be driven by the increasing demand for personalization, omnichannel integration, real-time data, and AI-powered automation.
Going forward, the number of channels an organization has, or which ones it uses, will matter less. The real competitive advantage lies in its ability to decide which channel to use at any given time and coordinate all interactions as part of a single, seamless experience. To that end, Plusmo experts help organizations of all types and sizes to create a successful integration through their Plusmo Engage business unit.
