Omnichannel vs. Multichannel: What's the Difference?

Video created by andrewmishalove on May 18, 2016

    Screen%2BShot%2B2016-05-18%2Bat%2B8.06.40%2BPM.png?a=1463617128112The rise of omnichannel is one of the most important, exciting developments to occur in the customer service sector in recent years. Yet before any company can fully take advantage of omnichannel in the contact center, it's first necessary to distinguish omnichannel from multichannel - two terms that are sometimes used interchangeably, but which actually have very different meanings.

     

    Both multichannel and omnichannel suggest the organization has added a variety of mediums to its customer communication abilities, such as email, SMS, video chat, social and more. So what's the distinction?

     

    The key difference is that with multichannel, the different channels are siloed. That means there's no cross-channel service and no opportunity for customer journey analytics. Omnichannel, on the other hand, is channel agnostic. The conversation can carry over from one channel to another, smoothly and easily. That's not only better for the customer experience, but also delivers much more valuable analytics insight.