Omni Core · Omnichannel Integration · Module
The seams
Where the joins remain visible to the customer, and which of them matter — the list that turns integration into a backlog.
The idea
How it works
Every seam follows an organisational boundary. Different teams, different systems, different objectives — and the customer crosses all of it in one interaction.
Some seams are worth closing and most are not. The prioritisation is by how many customers hit them and what it costs when they do, rather than by how untidy they look internally.
Working with it
In practice
- 01
List where the customer can see the boundary
Different tone, repeated questions, contradictory information, a handover with a wait.
- 02
Prioritise by volume and cost
A seam hit by everyone matters more than one hit by a few, however visible the second is internally.
- 03
Fix the organisational cause
A seam following a reporting line is not closed by a system integration.
- 04
Accept the ones not worth closing
Explicitly, so that they stop being raised at every review.
One level in
The components of the seams
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
A seam that follows a reporting line is not closed by a system integration, however good the integration is.
The other modules in omnichannel integration
One identity
Recognising that interactions across channels involve the same person — the precondition for everything else in this object.
LearnContinuity of state
Carrying what happened in one channel into the next, so that a customer does not restart.
LearnChannel parity
What can be done in each channel, and whether the differences are deliberate.
Learn