Blog

Saturday, December 23, 2023

Omnichannel Contact Center vs Multichannel Contact Center

What is omnichannel? 
Most businesses use at least two channels to reach consumers. Some may use more. But does the number of channels used qualify you to hold the badge of “Omnichannel”? To better understand and perhaps build a business case for your 2022 initiatives, let’s first understand what an omnichannel call center is.  

The simple answer is that Omnichannel is the ability to create a consistently high level of personalization across all channels, at all times. 
“Omni-channel customer service provides a real-time perspective of customer interactions, regardless of channel. Multi-channel is a siloed approach where contact and interaction details reside wholly or in part in the channel silo. As a result, front-line staff can’t access the most current or accurate information. They are therefore at a disadvantage when interacting with customers.

Omnichannel contact center vs. multichannel contact center
To further understand the differences between an omnichannel contact center and a multichannel contact center, it’s helpful to compare them in four key areas. 

Number of channels
In both omnichannel and multichannel setups, there are multiple channels for communicating with customers. This might include phone, email, live chat, social media and so on. If you haven’t interacted with a brand, omnichannel and multichannel call centers look pretty similar from the outside looking in. Once you take a closer look, though, the similarities end. 

Channel ownership
In an omnichannel contact center, agents work across many different channels to best serve the customer. For example, they may switch back and forth between email and webchat when working on a particular ticket. No agent or set of agents “owns” a particular channel. In a multichannel contact center, agents work within a specific channel. One set of agents might specialize in phone support while an entirely different set owns communications on the brand’s social media channels. Switching between them requires a customer to be handed off between two or more agents. 

Platform integration
An omnichannel call center solution uses a single interface to handle all channels. In omnichannel cloud contact centers, that platform is fully virtual and can be accessed from any device with an internet connection. In a multichannel contact center, communicating on different channels might be done on disparate programs, with agents needing to use one application for email support, another for webchat, etc. 

Data continuity
Finally, contact center structures can be defined by how data flows within them. In omnichannel structures, customer data flows across channels and is shared among them. In multichannel setups, data is siloed from one channel to the next. 

Omnichannel vs multichannel software features
In today’s fast-paced digital landscape, businesses must consider both Omnichannel and Multichannel strategies to stay ahead of the competition. The debate between Omnichannel vs Multichannel software features can be paramount when it comes to providing a seamless and engaging customer experience. Omnichannel software ensures a cohesive and unified customer journey, which allows customers to effortlessly switch between channels and platforms while maintaining consistency and personalization in their interactions. In comparison, the Multichannel approach aims to engage customers through various channels independently, with each channel offering a unique experience tailored to the customer’s preferences.

Understanding the nuances of Omnichannel vs Multichannel software features can ultimately determine a business’s success in today’s digitally-driven market. A key differentiator between the two lies in the level of integration and data synchronization they offer. Omnichannel strategies emphasize a single, unified view of the customer across all touchpoints, enabling businesses to provide consistent personalized experiences that strengthen brand loyalty. On the other hand, Multichannel approaches focus on maximizing the reach and effectiveness of individual channels in isolation, which can lead to fragmented and disjointed customer experiences if not managed properly. By evaluating the specific needs and goals of your business, you can decide which strategy will be most beneficial in driving growth and long-term success.

Benefits of omnichannel contact centers 
Higher agent productivity
Because agents don’t have to switch back and forth between different applications, they save precious minutes on customer interactions. Because data from all channels flows freely, it’s easy for them to quickly call up the customer information they need without having to go searching for it. This helps agents get more done. 

Deeper customer insights
Customer data is powerful, even from just one channel. When all available data from every channel is combined, the resulting insights are greater than the sum of the parts. The free-flowing data in an omnichannel contact center can help you learn invaluable information about your customers, like what prompts them to seek support, where they’re abandoning calls, and how they interact with your support channels. 

Increased service speed
Another benefit of shared data is speed. Because their personal data is fully integrated, the customer doesn’t have to spend a ton of time inputting their information. When they call in to voice support at an omnichannel contact center, for example, their phone number is linked to their customer record, which contains information about their product ownership and previous support interactions. As a result, these are things the agent doesn’t need to spend time asking about, which leads to a faster overall handle time. 

Improved customer experience
The beauty of an omnichannel contact center experience is that it’s so seamless the customer doesn’t even 

Next Article

12 Important Call Center Metrics & KPIs