Multi-channel and omnichannel are two common terms in the call center industry, but what do they mean and how do they affect customer support? In this article, we will explain the differences between these two approaches, and the benefits and challenges of each one.
Multi-channel support means that a call center offers multiple ways for customers to contact them, such as phone, email, chat, social media, etc. However, these channels are not integrated or coordinated, and customers may have to repeat their information or switch channels if they need a different type of support. For example, a customer may call to ask a question, but then be asked to send an email with a screenshot or a document.
Omnichannel support means that a call center offers a seamless and consistent customer experience across all channels, and that customers can switch channels without losing context or continuity. For example, a customer may start a chat on the website, but then be transferred to a phone call with the same agent, who already knows their name, history, and issue.
When a process is easy for both the internal and external customer to understand, your company is able to convert more sales.
Omnichannel support has many benefits for both customers and call centers. Customers enjoy a faster, easier, and more personalized service, which can increase their satisfaction and loyalty. Call centers can reduce costs, improve efficiency, and gain insights from the data collected across all channels. Omnichannel support can also help call centers differentiate themselves from their competitors and attract more customers.
Omnichannel support also has some challenges that call centers need to overcome. One of the main challenges is to implement the technology and processes that enable the integration and synchronization of all channels. This may require investing in new software, hardware, training, and security. Another challenge is to ensure that all agents have the skills and knowledge to handle multiple channels and provide a consistent quality of service. This may require hiring, training, and evaluating agents based on their omnichannel performance.
When it comes to call center support, there is no one-size-fits-all solution. Each call center must consider its own goals, resources, and customer preferences. Factors such as the size and complexity of the call center, the type and volume of customer inquiries, the expectations and behavior of the target market, the budget and time available for implementation and maintenance, and the availability and compatibility of the technology and tools should all be taken into account when making a decision.
If a call center decides to adopt an omnichannel approach, there are several tips to ensure success. It is important to start with a clear vision and strategy that aligns with the business objectives and customer needs. Additionally, the channels should be chosen based on relevance and convenience for both the customers and the call center. A customer relationship management (CRM) system should be used to integrate and track all customer interactions across all channels. Agents should be trained and empowered to handle multiple channels and provide a consistent and personalized service. The performance and outcomes of the omnichannel support should be monitored and measured, and customer feedback and suggestions should be solicited and acted upon.
Multi-channel are cheaper to operate on as they wouldn’t require a complex and expensive softwares where it allows the company to store and seamlessly obtain the information by the customer. Customer experience is an investment. Omnichannel simply means existing where the customer is. As we are progressing into a more technologically advance world where the customer’s language is social and technology, it becomes even more crucial for businesses across the world to invest in omnichannel that allows to spin the customer experience. Better customer experience means better conversion.
Challenges of Multi-Channel Call Centers: This may create a fragmented customer experience This can lead to siloed communication and data management Can require more resources to manage multiple channels and train agents on different communication methods Challenges of Omnichannel Call Centers: Require a more integrated system and process across multiple channels Can be more complex to set up and manage than multi-channel call centers Require more training for agents and investment in technology and data management tools In conclusion, both multi-channel and omnichannel call centers have their own benefits and challenges, and the choice between the two depends on the business needs and resources available.