You’ve heard the promise: Omnichannel support should provide your customers with a seamless, unified experience across every service delivery channel—whether it’s chat, phone, email, or beyond. However, for many support organizations, the reality is quite different.

Instead of consistency, you’re dealing with fragmented systems, disconnected tools, and frustrated customers who are tired of repeating themselves. This TSIA Research Journey aims to address that gap between promise and reality.

Omnichannel isn’t just a buzzword—it’s a business-critical capability in today’s digital-first world. If your support organization isn’t delivering a consistent customer experience across all channels, you’re leaving revenue, loyalty, and efficiency on the table.

That’s why we’re launching the Digital-First Support: Best Practices for Omnichannel Success Research Journey—to explore the barriers holding support teams back and outline a path toward building a truly optimized support model. This isn’t a static report. It’s an interactive, step-by-step process designed to give you actionable insights at every stage.

So, jump in as we:

• Define the Problem: We will begin by identifying the underlying business challenge behind inconsistent omnichannel support, enabling you to understand what is at stake.
• Launch Discovery: We will utilize surveys and polls to identify the root causes and gather data on the tools, processes, and customer expectations that influence your support.
• Develop the Theory: With data in hand, our researchers will refine proven frameworks that guide successful omnichannel strategies.
• Guide the Industry: We’ll share practical recommendations backed by data correlations so that you can see what works and what doesn’t, and how to improve your KPIs.

By following along, you’ll stay connected to the latest insights, participate in shaping the research, and gain a competitive edge as we uncover what it takes to deliver a scalable, digital-first omnichannel support experience.

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Define the Problem: Omnichannel Support

If you lead a support organization, omnichannel support has been on your radar for some time. The goal is straightforward: deliver a seamless and consistent customer experience across all support channels, whether it’s phone, email, live chat, social media, or in-app messaging.

But here’s the challenge: The more channels you offer, the harder it becomes to keep everything connected. And when your systems are fragmented, your customers feel it.

Today’s support landscape is packed with digital service delivery options, but supporting more channels often creates more complexity. Without a unified support infrastructure, your customers may end up:

• Repeating their issues across multiple channels.
• Receiving conflicting advice from different team members.
• Wasting time navigating disjointed support experiences.

Meanwhile, your support team will struggle to keep up, often missing opportunities to capture and reuse valuable institutional knowledge.

This isn’t just a front-line issue. If you’re a support manager, VP of support, or chief customer officer, you’re on the hook for delivering a seamless experience. And when things break down, it reflects on your leadership, your team’s performance, and ultimately, your brand.

Related: Optimizing the Support Model

How Did This Problem Come About?

So, how did support get so fragmented in the first place? It’s a combination of evolving technology, customer expectations, and outdated operational models. Here are the key drivers:

• Too many channels, not enough integration: You’ve likely added more support options over time, but without a cohesive system, every new channel operates in its silo.
• Product complexity outpacing customer understanding: As your offerings become more sophisticated, your customers require more assistance in using them, widening the “consumption gap.”
• Support is treated as a cost center: Traditional funding models often limit the resources needed to meet the demands of omnichannel service.
• Disconnected tools and systems: When your platforms don’t communicate, it’s nearly impossible to deliver consistent, real-time support across touchpoints.
• Shifting customer preferences: Customers now expect support on their terms—on mobile devices, via social media apps, and in real-time. And those preferences are constantly changing.

Why Does It Need Solving?

Customers today have high expectations. They want quick and accurate answers without having to repeat themselves at every turn. With AI now integrated into many support platforms, the bar for seamless, intelligent experiences is even higher.

If you don’t solve this, the risks are real:

• Rising support costs due to inefficient workflows.
• Frustrated customers who turn to competitors.
• Delayed responses that damage brand perception.
• Lower renewal rates and declining customer loyalty.
• Missed upsell opportunities.
• Inability to scale your support team efficiently.

That’s why TSIA launched the Digital-First Support: Best Practices for Omnichannel Success Research Journey. We’re delving into the core of these challenges and providing you with the insights, benchmarks, and strategies you need to modernize your support operations and deliver the kind of experience your customers expect.

Related: The State of Support Services 2025

The Research Journey on Omnichannel Support

To help you optimize your omnichannel support strategy, we’re not just collecting data—we’re building a collaborative, insight-driven Research Journey. Our goal is to equip you with actionable takeaways that can reshape how your support organization operates and improve the customer experience across every channel.

This journey is designed to be both comprehensive and interactive, so you're not just observing—you’re actively contributing to the future of digital-first support.

What You Can Expect From the Research Journey

Here’s how we’ll structure the process and how you can be part of it:

• Polls: We’ll kick things off with brief polls to gather immediate insights from support leaders like you. These focused questions help us identify early trends and prepare for more in-depth discovery.
• In-depth survey: If the initial results reveal significant themes or challenges, we’ll launch a more detailed survey. This will enable us to collect nuanced data on your support channels, technology usage, and customer satisfaction strategies.
• Ongoing engagement and sharing of insights: As the journey progresses, we will keep you informed and share valuable insights. 

Expect regular updates through:

• Research briefs and reports.
• Webinars with TSIA analysts.
• Insightful blog posts.
• Interactive sessions at the upcoming TSIA World Conference.

By participating in this journey, you will stay at the forefront of omnichannel support innovation and gain the tools to lead meaningful change within your organization.

What You’ll Gain by Joining This Research Journey

When you join this Research Journey, you’re doing more than filling out a survey—you’re equipping yourself with the knowledge and tools to lead your organization toward smarter, more scalable support.

Here’s what you’ll walk away with:

• Thematic insights: Gain insight into the most significant trends and challenges shaping support services today. Learn what’s working, what’s not, and where the industry is headed next.
• Proactive and practical guidance: Get actionable advice on how to optimize your support channels, integrate AI more effectively, and boost customer engagement. Whether you’re tackling legacy systems or scaling new technologies, we’ve got you covered.
• Strategic empowerment: The ultimate goal? Helping you build a scalable, digital-first omnichannel support strategy that delivers real value to your customers—and your business. You’ll learn how to utilize AI and automation to optimize your operations while enhancing the customer experience from start to finish.

By participating, you’re not just contributing to a research study. You’re taking a leadership role in shaping the future of support services. Join us on this journey to build the kind of omnichannel support your customers expect.

Related: Hype, Myths, and Realities of Agentic AI

Your Key Takeaways

• Omnichannel support is essential, but fragmented systems and inconsistent customer experiences are hindering your team's effectiveness. This Research Journey helps you identify the root causes and real business risks associated with disconnected support channels.
• You’ll gain actionable, data-driven insights to build a scalable, digital-first support strategy. From AI integration to channel optimization, you’ll discover what top-performing organizations are doing and how you can apply it in your operations.‍
• By joining this journey, you’re not just learning—you’re helping shape the future of support. Participate in polls, access exclusive findings, and walk away with practical frameworks to lead support innovation at your company.