Omnichannel Strategy Guide

Start from the customer journey, then assign the right channel to each moment.

• List your journey stages: onboarding, verification, transactional, service, re-engagement.
• Match each stage to the channel that fits its intent, richness and urgency.OTP wants low-latency SMS; a rich receipt or catalogue suits RCS or WhatsApp; time-critical alerts may need voice.
• Know each channel's strengths: SMS reach, RCS/WhatsApp richness and interactivity, voice for urgency, email for depth.
• Respect channel policy: WhatsApp template/session rules, RCS capability, SMS content filtering.

• Define a per-use-case waterfall, e.g. RCS → WhatsApp → SMS, with time-boxed escalation.If the richer channel isn't confirmed within N seconds/minutes, fall back automatically.
• Check channel capability/reachability before sending (RCS-capable? WhatsApp user?) to avoid wasted sends.
• Weigh cost and latency at each step — don't fall back to the most expensive channel first.
• Avoid double-sending the same content across channels simultaneously.It doubles cost and, for OTP, doubles AIT exposure.

• Maintain a single customer profile keyed to a normalised E.164 identity across channels.
• Track consent and opt-out per channel and per market, and honour it everywhere.
• Capture and respect channel preference where the customer has expressed one.
• Deduplicate contacts so one person isn't messaged twice for the same event.
• Apply frequency capping across channels, not per channel.

• Use a single orchestration layer / API rather than bespoke integrations per channel.
• Localise content per market while keeping brand and any codes/tokens stable.
• Keep transactional and promotional traffic on separate routes and sender identities.
• Register sender IDs and templates per market where required before you launch.

• Measure across the journey (delivered → engaged → converted), not one channel's open rate.
• Attribute outcomes to the journey, accounting for fallback between channels.
• Track cost per successful outcome, blending channel mix and fallback.
• A/B test channel order and timing, and feed results back into the waterfall.
• Monitor deliverability per channel and per market, and alert on drift.