Become a Partner

Get a Quote

Contact Sales

Omnichannel and MultichannelTwo of the hottest terms in the call center business right now are “multichannel” and “omnichannel.” These phrases are consistently popping up whenever the subjects of customer service and the customer experience are mentioned, but what do they actually mean? Though they are sometimes used interchangeably, there is a crucial difference between these terms and understanding that difference is the key to delivering a truly comprehensive customer experience.The first step in understanding the difference between multichannel and omnichannel is defining what these terms mean. A standard definition of a multichannel call center solution is one that allows communications with customers on multiple channels. An omnichannel solution is harder to define as the term is still relatively new, but a good working definition is a solution that allows a contact center to provide a seamless and consistent customer experience across all available channels.
So, with these definitions, what is the difference? If you look at a multichannel call center solution, then the emphasis is on offering and supporting customers across additional channels beyond phone calls. This means customers can turn to email, web chat, social media, and more to communicate with a business. While supporting more channels is a positive move, it’s important to realize that a multichannel approach does not guarantee equal support for every channel. In some cases, different channels are handled by different teams within an organization, creating an inconsistent customer experience where customer information is not transferred across channels.
The missing piece that an omnichannel contact center solution adds is unifying all these channels so that a contact center can deliver a consistent customer experience regardless of how the interaction takes place. All interactions are funneled into a single blended queue, which is handled by contact center agents who have access to all available data for a complete 360-degree view of the customer. This setup provides an understanding of the big picture, allowing for a seamless and personalized customer experience with each interaction.
With this definition of an omnichannel approach in mind, call centers can take steps toward making it a reality. It is essential to have the right cloud hosted contact center solution to provide the needed tools and reports to accomplish this goal.