The Difference between Multi-Channel and Omni-Channel
Contributed by Ellen Cahill
Sr. VP Marketing
AireSpring
ellen.cahill@airespring.com
The terms “multi-channel” and “omni-channel” are big topics in the call center industry and consistently come up in discussions of the customer experience. However, amidst all the discussion, it’s not always clear exactly what these terms actually mean. Despite sometimes being used interchangeably, there is a critical difference between these two terms and understanding that difference is essential for call centers seeking to deliver a truly comprehensive customer experience.
To understand the difference between multi-channel and omni-channel, we must first define what we mean when we use these terms. A good definition of a multi-channel call center solution is one that allows communications with customers on multiple channels. An omni-channel solution is harder to define as the term is newer, but a useful working definition is a solution that allows a contact center to provide a seamless and consistent customer experience across all available channels.
Now that we have these definitions, what is the difference? With a multi-channel call center solution, the emphasis is on offering and supporting customers across additional channels beyond basic voice phone calls. Customers can turn to email, web chat, social media, and more to communicate with a business. However, while supporting more channels is a good step forward, a multi-channel approach does not guarantee equal support for every channel. In some cases, different channels are handled by different teams within an organization that have no way to share data, creating separate and inconsistent customer experiences.
The missing link that an omni-channel contact center solution adds is integrating all of these channels so that a contact center can deliver a consistent customer experience regardless of how the interaction occurs. With the AireContact cloud hosted contact center, all interactions are funneled into one multimedia blended queue, which is handled by agents who have access to all available data for a complete 360-degree view of the customer. This platform allows contact centers to see the big picture and deliver a seamless and personalized customer experience with each interaction independent of the channel used.
By keeping this definition of omni-channel in mind, call centers can then employ the right cloud hosted contact center solution to make it a reality.