For many contact centres, customer expectations have shifted when it comes to communication. Customer Service has become Customer Experience – and it’s a real differentiator for businesses.
An ever-increasing proportion of consumers look for digital touchpoints when it comes to communication, and they want choice in the way they interact with organisations. Although voice still accounts for most customer interactions, contact centres are increasingly expected to provide non-voice channels such as Webchat, email and SMS to meet customer demand.
What is the difference between a “Multichannel” and “Omnichannel” contact centre?
If you’re looking to expand the capabilities of your call centre with non-voice channels, you must understand the difference between a multichannel solution and an omnichannel solution so you choose the right technology for your business operations.
What is a multichannel contact centre?
A multichannel contact centre provides basic flexibility by offering more than one method of communication such as phone, text and email. A multichannel solution gives customers a choice of channels, they often operate independently. A customer’s interaction history on one channel isn’t visible on others, which leads to fragmented customer service and frustration.
| Pros of Multichannel | Cons of Multichannel |
| Offers customers multiple ways to reach out, improving accessibility. | Channels often operate independently, leading to inconsistent interactions. |
| Empowers customers to select their preferred communication method. | Agents may not have a complete view of a customer’s interaction history. |
| Provides a foundation for improved customer service. | Customers may need to repeat information across different channels. |
| Difficulty in tailoring responses based on a customer’s entire journey. |
What is an omnichannel contact centre?
An omnichannel contact centre solution also offers a choice of channels, but with the crucial difference that converged communications are all in one place. Think of a customer service team where agents have a complete view of a customer’s interactions across all channels. If a customer starts a conversation via chat and then calls, the agent can pick up right where they left off.
| Pros of Omnichannel | Cons of Omnichannel |
| Provides a consistent, unified customer experience across all channels. | May require investment in technology and training. |
| Agents can personalise responses based on a customer’s entire journey. | Implementing and managing an omnichannel solution can be complex. |
| Streamlines processes and reduces repetitive information gathering. | Agents may need to manage multiple channels simultaneously. |
| Leads to happier customers due to the personalised and efficient service. | |
| Differentiates businesses from competitors who may still rely on multichannel. |
While multichannel contact centres offer a basic level of flexibility, they often fall short in providing a truly seamless and personalised customer experience. The limitations of multichannel can lead to frustration for both customers and agents.
Omnichannel contact centres may require a higher initial investment, but the benefits far outweigh the costs. By providing a seamless, personalised customer experience, omnichannel can significantly improve customer satisfaction, increase efficiency and give businesses a competitive edge.
5 considerations when choosing an omnichannel engagement software
With that in mind, here are five things you must look out for when considering a new omnichannel contact centre solution.
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 complies with data privacy regulations like GDPR and CCPA.
- 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 call 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 call 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 regulatory requirements and provide tools for compliance.
- Does the software help you meet industry-specific regulations, such as those related to telemarketing or debt collection?
- Are there features like call recording, scripting, and “Do Not Call” list integration to ensure compliance?
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.
Why Choose MaxContact?
MaxContact is a powerful omnichannel contact centre solution offering a full range of contact options, from voice and email to SMS, webchat and even WhatsApp.
This is a fully converged service that puts all customer interactions in one place for seamless communication. For more information on our omnichannel solution, book a demo, or download our omnichannel brochure.
