A recent study discovered that 69 percent of web users would consult their smartphones for product reviews in-store rather than search out a sales associate. More than half would also buy deals on their smartphones while in the store.
These statistics prove that businesses, especially retailers, ought to give multiple channels for customers to interact and communicate with them. But while numerous organizations support more than one channel, several aren’t doing it effectively.
This is where the distinction between omnichannel and multichannel becomes vital. These terms are thrown around for years, however, there’s usually confusion over precisely what they mean. While they have similarities, there’s also an enormous difference—and that can make or break your business.
Let’s take a more in-depth look at what each term means, why omnichannel is the better approach for your business and how the correct technology will get you there.
The Basics: The Distinction Between Omnichannel And Multichannel
Both omnichannel and multichannel involve selling products or services across more than one channel; after all, your business has both a physical and digital presence. The main distinction comes right down to the customer experience.
In the multichannel universe (where most businesses live), the various channels aren’t connected. You will have a physical and a digital store, however, each one has its inventory. Customers might not be able to return online purchases within the physical store.
When it comes to communications, the multichannel experience is again siloed. A client can’t simply switch from one method of communication to another. They need to start the conversation all over again and repeat their info, which results in frustration and wasted time.
The omnichannel experience, on the opposite hand, breaks down these siloes. The customer experience takes center stage and is seamless. Customers will engage with products and services while moving between channels without any interruption in their journey. This applies to browse for products and services as well as communication. Once you break down these barriers, the benefits of omnichannel over multichannel are clear.
5 Advantages of Omnichannel
The omnichannel customer experience outperforms multichannel in many ways. Here we focus on the main advantages when it comes to communicating and delivering superior client service.
Create a customer experience hub. With an omnichannel approach, your contact center transforms into a hub, giving agents and executives a full view of the customer journey. When interacting with customers, the hub has the power to seamlessly transition from one communications channel to another. Reps can send an SMS to a client in the middle of their chat session. Or they can switch from chat to a voice call with one click—without losing any client details in the process.
Gain a deeper understanding of customers. the combination of cloud communications, machine learning, and AI permits businesses to analyze client communications across all channels, together with social media. Identify potential issues and client complaints so they can be addressed before becoming a true issue.
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