The core issue identified is the inconsistent customer satisfaction across different service channels (website, call center, third parties). An omnichannel delivery strategy is specifically designed to resolve this by creating a seamless, integrated, and consistent customer experience, regardless of the channel a customer uses. The organization has already used analytics to diagnose the problem; the next logical step is to implement a strategy that harmonizes the customer journey across all touchpoints. Adopting an omnichannel approach directly addresses the root cause of the varying satisfaction levels by breaking down the silos between channels.

A. Market relevance: The product is described as "very popular" and "users are generally satisfied," indicating that market relevance is not the immediate problem to be solved.

C. Customer analytics: The scenario states the organization already "collects and analysis data," which is how they discovered the problem. This is a tool they have used, not the next step for resolution.

D. Customer feedback: The data showing different satisfaction levels is a form of aggregated customer feedback. The company needs a strategy to act on this insight, not just collect more data.

1. AXELOS. (2020). ITIL® 4: Digital and IT Strategy (DITS). TSO (The Stationery Office).

Section 3.3.2, Omnichannel management and its role in digital and IT strategy: This section explains that "omnichannel management aims to provide a seamless and integrated customer experience across multiple channels." It contrasts this with a multichannel approach where channels may be siloed, leading to inconsistent experiences, which is the problem described in the scenario. The text emphasizes that an omnichannel strategy is key to ensuring a consistent customer journey.

Section 3.3.2, Table 3.3: This table explicitly contrasts multichannel and omnichannel approaches, highlighting that omnichannel focuses on an "integrated, seamless customer experience" where "all channels are connected," directly addressing the scenario's challenge.