Multichannel Support Is Not Omnichannel Support. Here’s Why.

We live in a world of instant gratification. Consumers expect to be able to contact your brand anywhere, anytime. Their needs must be immediately recognized, and they demand high-quality results on the channels that are most convenient in their greatest times of need. But true omnichannel support is more than simply communicating with customers on every channel. Read on to learn the difference between omnichannel vs. multichannel support, and how an omnichannel approach can transform your level of service.

What’s the Big Difference?

Let’s clear the air – multichannel support is not omnichannel support. Unfortunately, the terms have almost become interchangeable, with many companies and technology providers conflating the two. Multichannel support simply means offering consumers more than one method for contacting customer service.

Why Multichannel Support Isn’t Sufficient

In a multichannel support environment each channel lives in its own silo with its own dedicated team of agents. There is limited communication or sharing of information between channels. Most of the time, when a customer contacts a company, the team manning that channel will create a ticket. If the customer then contacts the company through a different channel about the same issue, a second ticket will be created with each team working their respective tickets. For example, if a customer had spoken to an agent first on chat and now via email, the chat team and email team would have no record of each other’s conversations with the customer.

As a result of this fragmented experience, customers will have to take the time to repeat to the second agent what they told the first agent. In addition, multichannel support leads companies to focus on resolving tickets, rather than building stronger customer relationships, because agents lack a holistic view of each customer.

How Omnichannel Support Elevates Your Service

Omnichannel support, by comparison, shifts the perspective from ticket resolution to customer relationship building. Customers have the freedom to move between channels throughout their engagement, and are guaranteed consistency, so each conversation starts where the last ended. True omnichannel support requires:

✓ Being available on any channel the customer wants to use to contact the company
✓ A customer-centric not ticket-centric approach to support
✓ Enabling customers and agents to freely move across channels throughout a single conversation
✓ Placing each customer in touch with the most appropriate resource as quickly as possible to ensure consistency and quality
✓ Agents to have a real-time view into the conversations that occur on all the available channels, so they have context of the issue, without needing the customer to repeat any information

Omnichannel support, if executed properly, provides a consistent experience for customers at every touchpoint after acquisition. Unfortunately, many companies struggle to create this type of service environment because sharing data between channels takes a technological overhaul. But the benefits far outweigh the costs, and the right omnichannel strategy will succeed by maximizing the resources you have without overextending them.

To read our full omnichannel guide, and learn how Kustomer can enable you to execute true omnichannel support, click here.

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