Key Highlights:
- Leaders see the strain; the disagreement is over what it means. The C-suite ranks omnichannel highest (83% first or top-three, against 74% overall) and also reports the most manual effort (65%, against 55%).
- Directors are the earliest warning signal. They turn strategy into working systems, and 48% name integration complexity as the biggest barrier to scaling, against 38% overall.
- High satisfaction can hide low maturity. 86% are satisfied with their omnichannel performance, yet only 12% are optimised and only 6% have end-to-end visibility.
- Closing the gap starts with a shared baseline. The report’s 10-step Omnichannel Execution Maturity Model begins by benchmarking perceived maturity against operational reality.
