Today consumer’s behavior is dictating the speed and efficiency with which retailers must meet their needs. Most retailers have been grappling with the so called ‘Omnichannel strategies’ – models to deal with the many critical moments when customers interact with the organization's channels and its offerings. This is how retailers want to play the game. However, I think that in trying to solve a real problem their antidote seems worse than the problem itself. For example, the narrow focus on maximizing satisfaction across all channels has diverted attention from a more important picture: the customer’s end-to-end journey. In other words, the focus is on the touch-point itself and not on the overall experience resulting in a less customer-centric strategies. And this is the big question: how do you want customers to feel when they are in your store, on your website, reading your flyer, or just on the phone with customer reps? I have already pointed out that customers...