It’s this expectation that means it’s now the norm for contact centres to engage customers through a wide range of channels, including Voice, Email, SMS, WhatsApp, Facebook Messenger and webchat. And it’s omnichannel contact centre software that enables customer engagement across multiple channels.

What is omnichannel contact centre software?

Omnichannel contact centre software is the technology that enables joined up communication across different channels. An omnichannel platform goes further than simply enabling customers to choose their preferred method of communication. It’s an integrated system that ties those communications channels together, so a conversation that starts with a phone call can be continued via text message, for example.

It delivers complete customer context across all channels, which gives agents a unified record of every interaction a customer has had previously. This level of detail is invaluable when it comes to tailoring services to individuals and creating meaningful, personalised conversations.

Omnichannel vs multichannel contact centre: What’s the difference?

If you’re considering an omnichannel platform for your contact centre, you need to understand the difference between omnichannel and multichannel as the nuance between the two should influence your decision process.

Both omnichannel and multichannel software offer a broader channel mix. However, unlike multichannel, omnichannel contact centre software connects the channels and they operate from one joined-up system.

While the fundamental difference between omnichannel and multichannel may seem minor, the implications influence customer experience, agent performance and wider day to day processes.

An omnichannel setup is much more sophisticated than a multichannel one. But, there are some scenarios where multichannel software is the better option. For example, smaller teams with simpler operational needs who just want to offer a broader channel mix may not require omnichannel capability, which is more costly.

However, if you want to offer a seamless customer experience at scale, and clearly track overall performance across all channels, omnichannel software is the better choice for your contact centre.

There are challenges to be aware of before implementing omnichannel software. It's fair to say that many of the challenges are upfront, such as investment, integration and training. A few, like managing concurrency, response times and data quality, need ongoing attention, but they're manageable with good planning and the right platform.

For most contact centres handling multiple channels, the benefits of omnichannel outweigh the upfront investment.

Feature Multichannel Omnichannel
Definition Gives customers access to several channels such as phone, email, SMS and webchat. Gives customers access to several channels such as phone, email, SMS and webchat but conversations are joined-up and managed from one platform.
Channel Integration Channels function independently with separate systems and queues. Channels function on one shared platform and customers can move between channels with ease.
Customer History Interaction history isn’t visible across different channels. If a customer initially uses webchat and then calls, the agents can’t see any background context. Full customer history is stored on one record, so agents can see background information across all channels.
Switching Channels Customers will most likely have to repeat themselves if they move between channels. A conversation can start on one channel and move to another without losing context.
Agent Experience Agents have to switch between multiple dashboards to check a channel view or find information. Agents can see the full customer journey across all channels from one platform interface.
Personalisation Personalisation is limited as responses can’t draw context and customer history from other channels. Responses can reflect context and customer history across multiple channels.
Reporting Performance is tracked per-channel making it difficult to measure customer experience. Unified reporting shows performance across all channels and a customer's overall experience can be measured accurately.
Complexity and cost Lower costs and simple to set up and use. Needs more investment in technology, training and integration.

What are the benefits of omnichannel for contact centres?

Customer Experience

  • Customers get a consistent, unified experience across channels, which makes the experience feel easier and more reliable. This supports higher customer satisfaction rates as customers have to put in less work to get what they need.
  • Customers receive a more personalised and efficient service. With quick and relevant help easy to access, customers are more likely to stay loyal and less likely to complain. Over time, this shows up in better NPS and customer retention, as well as lower churn and fewer complaints.

Agents

  • Agents don’t have to switch between tools and instead work from a single interface, reducing Average Handle Time (AHT). New agents only have to learn one platform instead of several separate systems, making onboarding easier.
  • Agents can access full conversation history, which provides them with more context and confidence when speaking to customers.
  • A streamlined system that provides better access to customer information reduces frustration and supports better outcomes, leading to higher agent satisfaction.

Operational

  • When customers can choose between digital channels such as webchat, SMS and email, a share of contacts move away from more expensive voice calls, lowering the cost per contact through channel shift.
  • Unified reporting across channels means contact centre managers can track performance in one place, making it easier to spot problems early and act on them. It also gives more visibility of service levels so decisions can be based on a fully accurate picture.
  • With a complete view of contact volumes across all channels it’s easier to forecast demand and staff the right channels at the right times, helping to avoid both overstaffing and queues building up.

5 considerations when choosing omnichannel engagement software

Before you choose an omnichannel contact centre solution, here are five things you must look out for.

Security and Integration

It goes without saying that your next omnichannel engagement software needs to be super secure, but what does that mean in practice?

  • Ensure the software provider complies with UK GDPR and Data Protection Act, including how and where customer data is stored and processed.
  • Look for certifications like ISO 27001 and Cyber Essentials to verify the software’s security.
  • Assess the software’s ability to integrate with your existing systems, such as CRM and payment gateways.

Flexibility and Scalability

Businesses change, so choose an omnichannel solution that can adapt to your needs and scale as your business grows.

  • Can the software be customised to meet your specific business needs and workflows?
  • Can the software handle increased contact volumes and support future growth?
  • Does the software offer the necessary features, such as routing, IVR, and reporting, to meet your requirements?

Insights and Reporting

Effective reporting is crucial for understanding customer behaviour and optimising your operations, so what should you look out for when considering omnichannel software?

  • Can the software provide real-time data on key metrics like contact volume, average handling time and customer satisfaction?
  • Can you create custom dashboards to visualise the data that matters most to your business?
  • Does the software leverage AI to analyse call recordings and identify trends?

Ease of Use

Omnichannel solutions with a user-friendly interface can improve agent efficiency and reduce training costs.

  • Is the software intuitive and easy to navigate for both agents and supervisors?
  • Does the provider offer comprehensive training and support resources?
  • Does the software provide tools like knowledge bases, scripting and screen sharing to enhance agent productivity?

Compliance

Effective omnichannel software should help you meet UK regulatory requirements and give you the tools to evidence it.

  • Does the software help you meet industry-specific regulations, such as outbound marketing calls and debt collection? This includes guidance from the ICO, Ofcom and the FCA if relevant.
  • Does it support PECR consent and opt-out option for handling SMS, WhatApp and email?
  • For outbound calls, are they screened against TPS and CTPS lists?
  • Are there features like call recording, scripting, and abandoned call controls to help you adhere to Ofcom rules?

Additional Considerations

  • Hidden Costs – Be aware of potential hidden costs, such as fees for additional features or demos.
  • Support – Evaluate the quality and responsiveness of the provider’s support services.
  • Expertise – Choose a provider with deep expertise in contact centre solutions.
  • Accreditations – Verify the provider’s compliance with industry standards and regulations.

How does AI fit into omnichannel solutions?

AI is only as useful as the context it can see. In a multichannel setup, a chatbot on webchat knows nothing about the customer's earlier call, and the agent who takes over knows nothing about the chat. In an omnichannel platform, every channel feeds one customer record, so AI and human agents share the same history.

That changes what AI can do:

  • It follows the customer across channels: a chatbot can answer a routine webchat query, and if the customer needs more, the conversation moves to an agent or a call-back with the transcript already attached.
  • Handover doesn't reset the conversation: whether it starts with a chatbot on WhatsApp or an AI voice agent on a call, the person who picks up can see what was said and what the customer wants.
  • Insight covers the whole journey: conversation analytics scores calls and flags compliance issues, and automatic wrap-up notes give the next interaction, on any channel, more context.

This matters because repetition is what customers dislike. In MaxContact's Voice of the UK Consumer 2025 report, 26% of consumers gave having to repeat information as a reason for abandoning a call, and 70% preferred a human when explaining a specific situation.

AI Chatbot, AI Agents and Conversation Analytics all sit alongside our omnichannel platform.

What experience do customers want from a contact centre? Find out in our Voice of the Consumer Report.

Choosing the right omnichannel contact centre software

Moving an omnichannel solution is about connecting channels rather than simply adding them as a capability, so that every conversation carries its context from one channel to the next. The right platform will give your agents a complete view of each customer, give your managers one place to track performance, and give your customers a consistent experience however they get in touch.

MaxContact's omnichannel contact centre software is a secure, compliant omnichannel engagement platform that brings voice, SMS, WhatsApp, email, Facebook Messenger and webchat together. Every conversation connects back to one customer record, whether your team is handling inbound enquiries or running outbound campaigns.

It also integrates with leading CRMs including Salesforce, HubSpot and Microsoft Dynamics. Our team handles the technical setup from start to finish, so you can see how our omnichannel software fits with your existing tech stack.

Ready to see it in action? Book a demo to see how omnichannel can work for your contact centre, or explore our contact centre software to see the full platform.