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How Omnichannel is Delivering on the Promise of Multichannel

When multichannel first began to take shape, the typical path of adding channels into a contact center was to start with one non-voice channel — such as email — and then add a other at some later time, and so on. This one-by-one approach made it easy to treat the additional channel as a separate work flow, often managed by different agents and often different supervisors. This mindset typically resulted in the decision to use a specialist application — or even a third party — to handle the new interaction channel. Over time it has become clear that this kind of “bolt-on” approach to interaction channel-handling is suboptimal. With an omnichannel approach, channels are effectively blended such that customers enjoy consistent and contextual experiences across all contact methods.

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