Omni-Channel vs. Multi-Channel
The Expectations for Your Customer Service Program Have Never Been Higher.
From social media to email, to mobile apps and advances in voice search, there are now more ways than ever before for your clients to communicate with – and, inevitably, request support from – your business. Despite the break-neck pace at which new pathways of engagement are coming into use, however, 75% of customers still expect a consistent service experience across all channels, and 73% are willing to switch brands if they don’t receive it.
Like We Said – High Expectations. But Is Your Business Doing Enough to Meet Them?
To find out, let’s take a closer look at the distinctions between – and the efficacy of – the two main approaches to building a modern support system: omni-channel and multi-channel.
Okay, What’s the Difference?
Bear with us here, because the distinction between a multi-channel and an omni-channel customer service program is a bit complex.
In short, a multi-channel experience is the one adopted by most businesses today, wherein a company can be contacted for support through multiple channels the likes of email, phone, social media, and via webpage. However, unlike an omni-channel program, businesses that use a multi-channel support system do not maintain a universal backdrop of key messaging and practices, meaning that the experience for each customer can differ greatly from platform to platform.
An omni-channel customer service program also uses multiple channels for communication between clients and agents. However, such programs are simultaneously ingrained with a set of pre-determined and consistent messaging, goals, objectives, and methods across the board, ensuring a seamless cross-platform experience for the customer, no matter how they choose to reach out to your business.
Essentially, all omni-channel approaches are, by nature, multi-channel (think squares and rectangles, people). But rather than allowing those channels to work in parallel, an omni-channel support system instead coordinates each platform to work in tandem underneath a carefully selected set of guidelines, thus providing one, unique experience to the customer overall.
But What Will Work for Me?
If your business is currently providing any kind of customer service, chances are high that you already have a multi-channel system in place. And while there are certainly benefits to using such an approach in your customer service, frankly, an omni-channel approach will always offer you more.
Think of applying an omni-channel approach or platform to your business like evolving from that of a multi-channel customer service experience. In doing so, not only will you continue to reap the rewards of multi-channel communication (i.e. greater speed, stronger interpersonal connections, and improved relationships, etc.), but you will also help create the very consistency that 75% of consumers crave.
What Are the Benefits of an Omni-Channel Platform?
Of course, organizing a comprehensive, omni-channel customer service program can be difficult to pull off on your own. Using a service management system like Deskware can help you build a seamless infrastructure to manage your channels all in one place.
Deskware features automated workflows, reminders, and notifications that can orchestrate your customer support into the 24/7/365, omni-channel service you need. To learn more, visit us online today!