Customers are likely to have multiple touchpoints with a business and expect their customer journey between each touchpoint or channel should be seamless. I don’t see a business's stores and website as different companies or silos, but often my experience across one channel is completely separated from another channel. I want to be able to interact with the brand online, through social, on my mobile, or in-store, and I want each of these interactions to be unified.
Today’s consumer will script their own journeys across the multiple channels and touchpoints, and every one of them matters. Forcing a customer to stick to a single channel or making them start at the beginning when switching channels creates friction and impacts the customer’s experience.
Therefore, the key difference between multichannel and omnichannel contact centers is that omnichannel contact centers joins these touchpoints together so that, whatever journey the customer chooses to take, the experience is consistent and unified.
Today’s consumer will script their own journeys across the multiple channels and touchpoints, and every one of them matters. Forcing a customer to stick to a single channel or making them start at the beginning when switching channels creates friction and impacts the customer’s experience.
Therefore, the key difference between multichannel and omnichannel contact centers is that omnichannel contact centers joins these touchpoints together so that, whatever journey the customer chooses to take, the experience is consistent and unified.