The key difference is in customer experience, based on how a brand can interact with a customer through its representatives, its products, and the decisions made anywhere along the way from having a product to making a sale.
Now, for decades, or ever since the earliest forms of marketing, businesses have been multichannel – whether conscious or not. When traditional stores started having an online presence, even if that presence was not necessarily to sell, but rather for brand awareness, it still counted as a channel of communication. So, it was a multichannel approach to doing business – however rudimentary.
With the appearance of omnichannel, leaders across the business spectrum have tuned into the advantages omnichannel presents to their companies.
On a basic level like the example above, omnichannel means integrating the brick-and-mortar presence with the online presence. That can be done through different tactics, for example:
- Promoting store offers on your online channels in an integrated way
- Launching an online store that communicates and syncs with the physical store
These tactics are everchanging but the key concept behind the omnichannel approach is to have all the ways you do business be interconnected and intelligently so (now even more so with the implementation of more advanced technology and A.I. solutions).
Multichannel means the ability to use multiple channels. Say your business has Facebook, Twitter, WhatsApp, Telegram, a website, physical stores, and any other channels. Multichannel means being able to use two or more of these at the same time for your messaging, but in a disconnected or only partially-integrated approach.
However, multichannel can translate to many things depending on the industry.
- In our industry, contact centers, it means agents can talk to people on Facebook Messenger, Twitter, WhatsApp, Telegram, webchat, and all the other communication channels they have in their business.
- In marketing, multichannel means outreach to target audiences through all these different channels and more.
- In retail, it simply means being able to sell through multiple channels or have a brand presence on multiple channels.
There are as many cases as there are industries, so you can apply this basic model to any business:
- Does your business have multiple channels of communication with consumers?
- If yes, your business uses a multichannel tactic.
- If no, then what are you doing? It’s a new decade – you should at least have multichannel.
Here’s an illustration of what multichannel typically represents:
Feelings associated with multichannel: anxiety, stress, general dissatisfaction with the poor efficiency of the tactic
Omnichannel means you’re being smart when you’re using all the channels you have at your disposal. So you have Facebook, you have Twitter, you have a phone, you have a store, you have all the other channels. But you’re not just going to use them.
You’re going to create a strategy and link the individual processes together, and make sure you have the software necessary to carry the omnichannel approach in a single, intuitive platform, if that’s possible within your industry.
And with that strategy, you’re going to be able to map customer journeys in a culture-forward way across these platforms. This effort further informs your business processes and affects the tactics inherently.
Of course, the definition of omnichannel also differs depending on your business.
- In our industry, contact centers, it means providing a single omnichannel contact center solution, in our case OMNI+, where agents can engage with all the channels without having to switch tools, maintain separate reports, separate rulesets, or separate client databases.
- In marketing, omnichannel means creating a tactic that sets clear roles for all channels and defines ways in which they integrate so that the user experience is the best possible one.
- In retail, omnichannel means online and real-world stores communicate and integrate their processes with a consumer-forward approach. It also implies the use of all the different social channels they have in this approach and providing support to customers through them.
The basic model for omnichannel is the following:
- Does your business have multiple channels of communication that intelligently integrate?
- If yes, your business uses an omnichannel tactic.
- If no, then why? The business community agrees it’s the way to go moving forward!
Here’s an illustration of what omnichannel typically represents:
Feelings associated with omnichannel: satisfaction, peace-of-mind, control, order, and efficiency
The principal way omnichannel and multichannel are different is in integration. Multichannel means doing all the communication channels separately, omnichannel means doing them together, in a single tactic and with a conscientious approach.
However, that translates from business to business and industry to industry. It may vary wildly, but the concept stays the same.
And right now, the trend is pushing for the adoption of omni channel solutions throughout the world. Anticipation and preparedness are key because you never know how the lack of an omnichannel solution might impact your business.
There are many advantages to running omnichannel vs multichannel in 2020.
- You can create an integrated approach to the way you do things
- You can map customer journeys
- You can juggle with your tactics so that everything you do goes out at the right time, on the right channel
- You can control everything at all times
The bottom line is without omnichannel solutions, you don’t even know how much you don’t know. Because the omnichannel solution itself is built to give you data about your consumers that nothing else can provide.
So yes, you should make the switch to omnichannel before it affects your company even more than it already has without you even being able to measure the negative impacts.
Work Remotely with our True Omnichannel Solution:
NobelBiz OMNI+ Brings Your Contact Center into the Present
You need a solution that lets you do everything remotely, from a single platform with as little effort as possible. That’s where NobelBiz OMNI+ comes in!