In a multichannel contact center, customer communication also takes place via different channels. However, the channels are not linked to each other, which is a major disadvantage. Example: A customer writes an e-mail and in the course of solving the problem seeks contact by telephone. In this case, the employee on the phone does not know that contact has already been made by e-mail. He or she first has to find out what the facts are and retrieve the relevant records. The customer, in turn, has a negative contact experience because his case was not known right away and he had to wait until his call history and corresponding previous contacts were determined.
An omnichannel contact center, on the other hand, takes the approach of holistically connecting the various channels such as telephony, email and chat. The channels are integrated into uniform processes so that they mesh smoothly. This means that the customer service team always has an overview of all the processes relating to a customer and can help them to answer their concerns more quickly. This makes the customer experience much more positive.