The Omnichannel Evolution in Cloud Contact Centers


In case you belong to the customer service industry, the terms “multichannel” and “omnichannel” will not be foreign to you. These two terms are synonymous while anyone discusses customer experience.  However, since these buzzwords are relatively new in the contact center industry, they are frequently used interchangeably leading to confusion and chaos. When you understand and examine these terms in a better manner, more clarity can be achieved on how they have a deep impact in creating a positive customer experience.

Today, customers have become more tech-savvy and have higher expectations than before. More and more contact centers understand the importance of being an out-and-out hub for customer experience. For this to happen, the contact center technologies should evolve for meeting the ever increasing demands of a sizeable portion of their customer base who are educated. It is due to these factors that cloud technology is rapidly becoming the major hub of many contact centers.

What is Omnichannel?

It is a term used to denote to a consistent message and relationship across multiple channels.  Omnichannel is used for connecting the various dots between individual available channels. Along with that, it also considers the use of two or multiple channels at the same time. Have you logged on to a coupon or rewards site ever on your handset and got the discount displayed while checking out if a retail store? Then the interaction that you went through was nothing but an omnichannel interaction.

It is the capability of consistently and seamlessly delivering a unified experience across all the channels that is not a mean challenge at all. But organizations can handle it by increasing their customer loyalty using well-organized omnichannel marketing.

The Aberdeen Group conducted a research that demonstrated that all such businesses that had deployed an omnichannel strategy were at an advantage as there was a 91 percent year-to-year increase in the rates of their client retention in comparison to all those companies that did not opt for implementing this kind of interaction plan. Having an Omnichannel system in a cloud-based contact center will make sure that the chaos that gets created due to messages getting transmitted through multiple channels is averted.

Impact of omnichannel system

As discussed before, customers of present days are much more well-informed and plugged-in than earlier decades, thanks to the availability of information and technology. As a result, this broader connectivity has opened for several choices on how the customers can shop. After all, customers have to be valued and catered to for the survival of any business for that matter. Individuals choose those channels that suit their requirements in the best possible manner thus creating a unique customer experience.

Such an experience can have a negative or positive impact during the customers’ interaction within each individual channel. When cloud call center offers a multichannel platform for customer service, it is the first key step to delivering a customized customer experience.

Omnichannel can further take a step ahead from there on by enabling the customers to communicate in the same way as they would do with their peers; switch channels according to their wish as they please and do not have to again start with their chat.

Such a strategy allows the customers to have their unique experience on their preferred channel and enjoying the same experience even while interacting through a different channel within the same company. Omnichannel operates by linking a customer’s personal information with his or her contact history and offers a similar message for customer service in all the channels. It eventually gives birth to a highly positive experience that can nurture the association between the customer and the contact center that has implemented an omnichannel strategy.

Why use omnichannel strategy in cloud contact center?

As more organizations have started cloud technology as their call center operations’ backbone, it also creates newer options like agents who would be working from their homes.

The key benefit of a cloud-based call center is that it allows organizations, businesses and other companies to save money and bring down spending. It can be achieved by reducing the inherent support and IT costs. It is relatively cheaper to migrate to a cloud-based call center and can offer all solutions including necessary software like the following in a well-integrated manner. Some of them include:

  • Report delivery to the management
  • Outbound messaging
  • Performance management
  • Workforce management
  • Call monitoring and recording
  • IVR

The top cost for a traditional contact center is the expenses incurred towards maintenance.  A cloud set up in a contact center can eliminate the requirement for costly maintenance thus giving back the revenue where it actually belongs i.e. to the business.

Two other inherent benefits of cloud contact center include flexibility and scalability that have the capability to add or delete seats of the agents and also to disable or enable some applications or selective features instantly.