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Redefine the omnichannel approach: Focus on what truly matters | McKinsey
https://www.mckinsey.com/capabilities/operations/our-insights/redefine-the-omnichannel-approach-focus-on-what-truly-matters
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Many companies try but fail to build an omnichannel experience for every channel and customer. Leaders should instead limit their focus to the top two or three cross-channel customer interactions.
