Although the term omnichannel is already part of corporate vocabulary, market experts note that, in practice, it is still treated more as a buzzword than as a consolidated strategy. According to these professionals, despite the growing demand for integrated and personalized journeys, many companies still face structural and conceptual obstacles that hinder its effective implementation.
According to the research State of the Connected Customer by Salesforce, 86% of consumers expect consistency across all interaction channels with a brand. However, data from PwC shows that only 22% of Brazilian companies claim to have full integration between their digital and physical channels—a direct reflection of the gap between expectation and reality.
Many companies still confuse multichannel presence with omnichannel strategy. Being present on multiple channels does not, by itself, guarantee a good experience. The real challenge lies in ensuring that the customer journey is continuous, fluid, and frictionless, regardless of where it begins or ends,” says Guilherme Carvalho, CEO of Backlgrs, the leading Salesforce consultancy and implementer in Brazil.
He further adds: “It’s no use if a consumer starts an interaction on WhatsApp, then moves to email, and later calls customer service only to have to repeat all their information. This is a symptom of a disorganized operation, which generates frustration, erodes trust, and leads to lost loyalty opportunities. True omnichannel requires system integration, alignment across departments, and a customer-centric culture. Without these, we’re left with just fragmented multichannel, which delivers value to neither the business nor the consumer.
With over 60 implemented projects among major brands in the country, Backlgrs has observed recurring mistakes in omnichannel strategies, ranging from a lack of system interoperability to the absence of a customer-centric vision. A study by Aberdeen Group reinforces the impact of these mistakes: companies with strong omnichannel presence retain 89% of customers, while those with weak strategies retain only 33%.
Among the main mistakes, the expert highlights:
- Misalignment between departments: Marketing, sales, and customer service operate in isolation, harming an integrated view of the customer;
- Investment without strategy: Adoption of multiple tools without a clear architecture or integration plan;
- Low data maturity: Lack of governance, inconsistent databases, and absence of intelligence to personalize interactions;
- Focus on the channel, not the journey: Implementations aimed at presence rather than fluidity.
For the expert, omnichannel should be treated as a strategic pillar, not as a technological trend. “Today we talk about total experience, where the focus is not only on the customer but also on employees and internal processes. Brands that understand this will stand out—not just by offering good services but by building lasting relationships,” he reflects.
