The Difference between Multichannel and Omnichannel Communication
- Makayla Ruebush
- 12 May 2021
Because they sound very similar, it is common for the terms Multichannel and Omnichannel to be mixed up or used interchangeably. However, they mean different things. In this article, we explain the differences to clear up any confusion!
With both Multichannel and Omnichannel communication, a business provides different types of channels for a customer to communicate through such as social media, chat, and phone. But with a Multichannel setup, the channels work separately. Many businesses today have a Multichannel structure but could create more impact with an Omnichannel system.
When a business provides an Omnichannel experience for its customers, there is integration between the various channels that they can communicate through. This creates seamless communication between the channels which can provide a substantial benefit to both customers and companies because it saves time and money and creates a better customer experience.
The Importance of Creating an Omnichannel Experience
There are several reasons why it is important for a business to create an Omnichannel system for its customers. When a customer only has the choice to use each channel separately or has to begin the customer journey all over again whenever they switch to a new channel, this does not create an optimal customer experience.
Using an Omnichannel structure connects the channels together, creating a smoother customer experience that lets customers get data from any of the channels. By putting the needs of customers first and increasing their satisfaction and loyalty, a company is more likely to acquire and retain them.
An Omnichannel structure unifies the various touchpoints of the customer journey. As an article by Omnisend explains:
“Omnichannel marketing allows customers to connect with a brand through any of their channels. With each of these channels updating in function to the last experience the customer had, each touchpoint and channel creates one seamless experience. Since customers want things to be as easy as possible, they will want to buy from a business that uses each channel to integrate different features. It lowers the amount of clicks that people have to do, so it keeps them satisfied as it saves them time.”
Using an Omnichannel system can provide a company with better analytics than the analytics they get from using a Multichannel system. Here are some of the benefits of Omnichannel analytics:
● Ability to assess metrics from a variety of integrated channels, which saves time.
● Gathering customer data and behavior information from the various unified channels.
● Information is more likely to be accurate because it is automatically updated.
● Easier to gather data and find ways of improving the customer experience.
Increased Business Efficiency and Profitability
Having a streamlined Omnichannel system helps a business to run more efficiently and frees up time for focusing on business goals. In addition, it has also been found that companies that employ an Omnichannel system have customers that provide a higher customer lifetime value to them. According to an article by QuickBooks Commerce:
“Harvard Business Review found that customers of Omnichannel companies are more valuable on multiple counts: They spend an average of 4% more on every shopping occasion, and 10% more online than single-channel customers. What’s more, as a company becomes present on additional channels, it increases the amount of revenue generated by its average customer.”
How would creating an Omnichannel experience for your customers be beneficial to your business?
CH Consulting Group provides unparalleled expertise in the Contact Center and Customer Experience (CX) verticals. We have a nationwide team of industry veterans that can assist you to achieve exponential growth, manage change, and generate profit. For a comprehensive CX assessment and strategic plan customized for your unique business needs, connect with us here today.