Ulla Kattai-Aav

Most omnichannel strategies are channel accumulation strategies. Touchpoints keep getting added, none ever removed. The result: complex processes, rising cost-to-serve, and customers who still can't get a simple answer. This workshop replaces the 'seamless everywhere; promise with a decision framework: every channel and every customer intent gets one of three verdicts – keep it, kill it, or let Gen AI handle it. Run a hands-on channel audit and leave with a concrete plan to consolidate, automate, and reinvest. 

 Learning Objectives 

· Understand why too many channels, not too little technology, is the real problem behind omnichannel gaps and stalled AI projects 

· Use the three-verdict framework to review your channels: what stays, what goes, what Gen AI takes over 

· Decide which interactions need a human, which should simply disappear, and which Gen AI can handle today

Key Takeaways 

· A simple audit canvas to review your channels with your team 

· Clear rules for merging or shutting down a channel without upsetting customers 

· An action plan: keep, kill or merge channels while investing in Gen AI