Omni-channel or multi-channel?

What does qualify company to say they have omni-channel customer experience? It seems it is not that easy to answer this question if you try to avoid shiny power point worthy words and really examine what companies do nowadays.

At Nuance Customer eXperience Summit it became obvious that very small amount of companies offer truly omni-channel experience or have a clear understanding of what it even means.

The breakout session was discussing what steps to take to progress in this direction and it turned straight away to what does it mean to be omni-channel.

  • DATA.  It seems the main component of this journey is DATA, you need to track interactions in every channel and make this data accessible to other channels. So if I started setting my DD (direct debit) via chatbot, LiveChat agent that picks up it afterwards should already know what steps I have completed. The CONTEXT should be passed around.


  • SEAMLESS.  The context and data should make interaction SEAMLESS, hassle free and easy. So you shouldn’t be repeating yourself, facing delays and differences in processes when you go through different channels.


  • PRO-ACTIVE.  Given that you have all the data you can be PRO-ACTIVE in your contact and offer help when customer needs it. Also you can predict the reasons why customers contact you and save your customer and your company a lot of time and effort.


  • CONSISTENT.  Your contact should be CONSISTENT over several channels and so additional effort needs to be taken to standardise processes.


  • And of course last but not least – your CUSTOMER comes first!


Seamless, predictive and customer-centred and you are on your way to omni-channel!

Category: Review