At first glance, the terms omnichannel and multichannel seem to be interchangeable. After all, they both cover several channels. However, there are significant differences between these terms, and recognizing these differences can determine whether a business is delighting or disappointing its customers.
What is omnichannel support and what are its benefits?
The defining characteristic of omnichannel support is that customer support is available across all communication channels and a consistent customer experience is ensured. The key to an omnichannel strategy is giving the support team access to customer data and metrics across any channel. In an omnichannel contact center, partners can share records of previous customer interactions across touchpoints. It also saves time from repeating a customer's question or problem.
Customers want fast and convenient service through any channel. Omnichannel support connects the customer experience and journey across channels and touchpoints, enabling brands to deliver the fast, personalized resolutions customers desire.
Omnichannel support has also been shown canada b2b leads to increase customer satisfaction and retention, which is a significant benefit to a company's bottom line. In addition to increasing customer engagement, an omnichannel contact center adds value by centralizing information and tools under one system, which reduces resolution time while increasing efficiency and cost-effectiveness .
What is multi-channel support and what are the benefits?
Unlike omnichannel support, multichannel support means that a company provides customer support through multiple channels, but these channels are not necessarily connected. For example, in a multi-channel contact center, partners may not be able to tell that a customer who communicates via live chat is the same customer who later makes a phone call, because each channel counts different conversation streams.
The advantage of a multi-channel approach is that it allows brands to offer multiple support options without having to spend time integrating them. This approach can be ideal for a new company that wants to quickly connect with customers through their preferred communication channel. If a company does not yet have a high customer volume, partners may not need to move customers from one channel to another or track the context of previous interactions.
So is one approach better than the other?
When comparing omnichannel contact centers versus omnichannel contact centers, the bottom line is that companies need to evaluate their needs, resources, and goals. Omnichannel support's emphasis on interconnected channels may seem like a better option, but only if the company's people, processes, and technology are aligned accordingly. It is also possible to start with omnichannel support experience before moving to omnichannel.
Applying a few simple best practices can help make the process of planning, investing in and implementing a customer support approach even easier.
