What is a multi-channel contact center?
Multi-channel contact center also known as a multi-channel contact center, is a term familiar to many businesses. A multi-channel contact center is a solution that helps businesses interact with customers across multiple channels (website, email, chat, social media, voice channels, etc.) with objectives such as: customer servicesales, marketing,... in a "disjointed" manner.
At first glance, one might think that this multi-channel contact center is truly optimal. While not entirely incorrect, a multi-channel contact center is an effective tool for businesses to engage with customers efficiently, it is still not the most optimal solution. The weakness of the Multi-channel Contact Center is that it cannot display and update information about the customer's previous interactions with the business when one of the other contact channels is turned off on the system.
Please clarify with the following evidence.
According to research termAberdeenCompanies that provide a seamless multichannel experience for customers have a higher rate of retain customers higher 91% Compared to businesses that provide "disconnected" experiences, Multi Channel is a technology that delivers a multi-channel experience but one that is "not seamless," meaning that this solution is not yet optimal.
Examples of the disadvantages of Multi-channel:
ImagineYou run a chain of fashion stores: A customer sees a shirt you are selling on your website, and the website shows that this shirt is still available at store A. The customer calls to call center To confirm whether location A actually still has stock. Unfortunately, you are still using traditional store management methods, and in reality, the shirt is out of stock and only available at location B. Then the customer service representative responds to the customer that the product is still in stock at location A. The customer arrives at the store excitedly, but ends up having a terrible experience because the product is completely sold out.
Which system will replace the Multi-channel Contact Center?
With the development of information technology, the Internet in general, and the rapid growth of e-commerce and social media in particular, multi-channel has suddenly become a "unwilling victim" of change. As people's demands become increasingly higher, they work harder and faster, switching from online to offline channels, from one website to another, and from one fan page to another e-commerce platform in a flash. At this point, it is essential to quickly update customer information—such as interactions, purchases, or sales—from the channels customers have just visited onto a unified system to manage this information. This ensures readiness to serve, provide information, and address complaints whenever customers need it.
To replace the outdated Multi-Channel Contact Center, Omni-channel contact center solution (integrated multi-channel call center) emerged as an essential development with a host of advantages.
Example to clarify the role of the Omni-Channel Contact Center.
Mr. A was on the company's website and asked the customer service representative a few questions about purchasing a red shirt, but then he went offline and returned a week later. However, he wanted to get the information faster, so he called the hotline directly. It's great that all of his previous interactions were saved in the system, so the customer service representative could understand Mr. A's needs and provide timely advice that was consistent with his previous experiences. In the future, no matter which channel Mr. A uses to contact the company, all information about his previous interactions will be saved.
Omni-channel Contact Center Not only does it make it easier for businesses to support customers and increase sales, but it also significantly improves the quality of service when everything is personalized.
