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The Reality of Omnichannel: Getting Multichannel Right

Omnichannel” has been a buzzword across the contact center and customer engagement industry for the last couple of years. However, the concept behind the term is not new: it refers to enabling customer interaction information to pass between all of the different channels through which a customer interacts with an organization. We all know the frustration of trying to perform something via self-service on a company’s website, being unable to complete the task, and having to call into a customer service desk only to have to repeat all of the actions we’ve just attempted online. Omnichannel allows an agent to know what actions a customer has already taken so that he can help the customer move forward in resolving issues or accomplishing tasks immediately without needing to repeat any actions. In other words, omnichannel is a buzzword for “multichannel done right;” after all, the industry did not approach multichannel with the hope of keeping customer interactions within each channel siloed into disparate technologies.

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