Technology added touchpoints. It did not simplify the customer.

Every year brought a new platform, device or trend, and it went into the plan without anything coming out. That felt like keeping up. The cause was simpler: no touchpoint was ever given a job, and none was ever retired. Customers still have one day and one attention span. Adding channels increases the pipe, not their capacity to think. Decide what each touchpoint is for and what the customer should do next — then remove what has no answer.

More tools can become the problem.