If you’ve heard of the term “contact center”, you may have also heard of “multi-channel” or “omni-channel”. But what do these terms mean, and what value can an omni-channel contact center bring to an organization?
A multi-channel contact center supports multiple channels of communication. These may include phone, email, web chat, or social media platforms such as Twitter and Facebook. However, these channels are dealt with individually, and are not linked to each other.
One problem with this is that agents are not able to access previous interactions had with the customer from other channels. This can lead to customers getting frustrated at having to repeat information. Another issue is that if a customer tried to use more than one communication channel to deal with one issue, they would in effect be raising two separate inquiries.
While multi-channel contact centers do allow for customers to choose which channel of communication they use, the multi-channel approach is limited in its ability to connect the customer journey across channels.
An omni-channel contact center is a progression from the multi-channel model. In an omni-channel contact center, many channels of communication are supported, but are also integrated, meaning a conversation can be maintained across channels.
Agents also have access to the history of interactions with customers. This creates a seamless customer experience where customers can use whichever methods are most suited to their needs, and still receive the standard of customer experience they expect.
Research has shown that organizations with omni-channel customer engagement strategies retain 89% of their customers on average, compared with 33% for companies with weak omni-channel engagement[1].
Multi-channel only goes part of the way to increase flexibility and convenience for the customer. Omni-channel goes the extra step, offering flexibility without limitation, connecting the customer journey across channels. By creating personalized, consistent, and convenient interactions, organizations improve customer satisfaction, build brand loyalty, and ultimately, drive more revenue.
Allowing customers to access information at any time, through any channel, and from whatever device they prefer, is crucial for maintaining a seamless customer service experience. Providing customers with the option to contact organizations through their preferred channel enhances the experience of both agent and customers.
Content Guru’s Cloud Contact Center solution, storm®, services hundreds of the world’s largest organizations, providing an omni-channel solution with full integration into any third-party platform. storm streamlines customer communications for maximal efficiency, while keeping customer experience and comfort at the core of all decisions and actions.
[1] invespcro, State of Omni-Channel Shopping, 2021