What is an Omni-Channel Contact Center?
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?
Multi-Channel Contact Center
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.