All You Need to Know about Multichannel Contact Center

Customer expectations are soaring faster than ever. They want support on their terms across every channel imaginable. This means that customer service and engagement have gone beyond the traditional phone system. 

The popularity of the multichannel contact center across every business and industry reflects this shift, offering organizations the ability to connect with customers through diverse platforms. 

But how can a business implement this contact center for their customers? If you think the same, you have come to the right place! In this blog, we will cover everything you need to know about multichannel contact centers. 

Let’s start! 🚀

What is Multichannel Contact Center?

Multichannel contact centers are those customer service centers that enable customers to contact agents through a variety of channels, such as email, web chat, SMS, live chat, and social media, on top of voice calls. 

In the same way, a multichannel contact center is sometimes referred to as a software solution that combines all of a company’s customer-facing communication channels in one place

By establishing a multichannel contact center, businesses can offer their customers a more convenient and efficient service by allowing them to choose the communication channel that is most convenient for them.

📗Also read: What is a cloud contact center and How does it work?

Multichannel Contact Center Channels

The multichannel contact center has a number of channels for its communication needs. However, considering the use and prominence, these are the major channels: Phone, SMS, texting, Email, Web chat, Social media, and Video conferencing. Let’s learn more about them in detail. 

1. Phone 

Phone is the most common communication channel used in contact and call centers. As a matter of fact, this is the original communication platform for any call center. Today, most call centers opt for VoIP (Voice over Internet Protocol) for their phone calls. Customer interactions via VoIP telephony are still fundamental to personalized customer service.

Multichannel communication allows customers to connect with agents via voice calls over the Internet. Using this channel, customers can ask questions, seek assistance, or resolve issues in real time.

🤔You might also be interested in What is VoIP and How Can It Benefit Your Call Center?

2. SMS Texting

Text messaging, or SMS texting, is a convenient method of communicating with the contact center using a mobile device. The customer can text a short message to a designated contact center number. These messages can then be responded to by agents who can provide information, answer queries, or address concerns. 

Texting is a popular way to communicate quickly and concisely, especially for simple requests for information. 

3. Email 

Despite its convenience and lack of immediate response requirements, email remains a popular method for individuals to connect with businesses. It allows customers to send comprehensive messages directly to designated contact center email addresses, which are then reviewed and addressed by agents in accordance with urgency and necessity. 

4. Web Chat

A web chat is a text-based communication system that allows users to connect with businesses and brands in real time using easily accessible web interfaces. This form of communication channel is becoming more popular because users can use it for Internet online chat without installing and learning specialized software.

5. Social Media 

Customers have various options to communicate with the brands with the help of social media. Some common ways the customers are linking with the business are 

• Public profiles.
• Direct messaging systems.
• Comment sections.

These channels allow the customers to communicate their concerns or inquiries effectively to the companies they engage with. On the business side of things, there are dedicated service agents who monitor these channels, responding to customer feedback promptly and providing support.

6. Video Conferencing 

Finally, multichannel contact centers use video conferencing tools as a communication channel for connecting with the customers and audience. They use apps and software like 

• Zoom
• Microsoft Teams 
• Google Meet

This channel offers a visual communication option which is ideal for engagement and interaction. 

What does the Multichannel Contact Center Do?

In simplest words, a Multichannel Contact Center connects its customers through various communication channels. 

The main benefit lies in the integration of these channels into a platform that allows agents to handle interactions smoothly. With this approach, customers can switch between channels without losing context, ultimately leading to increased satisfaction and loyalty. So, here are a few things that a multichannel contact center does. 

• Communicate with customers via different channels.
• Create a unified communication system.
• It integrates with the CRM system to offer customer details to agents for better service. 
• Offers data and analytics about customer interactions

Benefits of a Multichannel Contact Center

Better Customer Service 

Providing customers with several contact channels allows them to reach you via the channel that most appeals to them as it is convenient for them. In addition, it makes business more visible, which is ideal in the competitive market. 

Most multichannel contact center features are designed to improve customer engagement. For instance, CRM integrations make it easier for agents to share customer information so customers don’t need to repeat orders or information. In addition, IVR menus that utilize skills-based routing ensure that customers will always be able to reach the most appropriate agent.

Enhanced Agent Performance

Businesses have been known for implementing a multichannel call center because it helps enhance agent performance and morale. First, agents can benefit from multichannel contact centers’ numerous features, such as a dashboard, routing options, AI support, and workforce management (WFM), which can make their work less pressurizing and complex. 

Additionally, when agents handle customer inquiries through multiple channels, they are able to work on multiple inquiries at the same time, increasing their productivity.

Call Center Insights 

Many contact centers with multiple channels often incorporate analysis tools to monitor and evaluate customer interactions. These tools offer insights that help improve customer service strategies and enhance performance. Furthermore, this data can be used for decision-making. 

Cost Reduction 

Finally, multichannel call centers can also help businesses reduce their operating and communication costs. It is possible for businesses to reduce the need for additional staff by handling customer inquiries through multiple channels. The business will be able to avoid duplication of efforts across multiple channels (for instance, creating separate scripts for each channel).

Key Components of Multichannel Contact Center 

A Multichannel contact center becomes successful when a number of small components merge. So, here are the key components of the multichannel contact center. 

• CRM (Customer Relationship Management) Integration: Many contact centers that handle channels are connected to a CRM system. This system allows agents to easily access customer information and their past interactions. This integration greatly improves the customer experience by providing effective service.

• Interactive Voice Response (IVR): IVR systems provide customers with the option to interact with an automated voice system, which helps route calls and retrieve information without requiring involvement. This technology streamlines the process of handling inquiries by directing customers to the departments.

• Automatic Call Distributor (ACD): ACD systems are created to assign calls to the agent or department handling them. The allocation process takes into account factors such as agent availability, their specific skills, and the type of inquiry being made.
• Multichannel Routing: This feature ensures that customer inquiries are directed to the channel and agent, considering factors like agent availability, workload, and customer preferences.

Differences Between a Multichannel and Omnichannel Contact Center

The key differences between a multichannel and omnichannel contact center are as follows:

S.N.	Key Differences	Multichannel Contact Center	Omnichannel Contact Center
1.	Integration of Channels	Channels operate independently; there is limited integration between channels. As a result, data and conversations may not seamlessly transfer.	The omnichannel contact center combines multiple channels in one platform, which ensures a seamless and consistent customer experience across different channels.
2.	Customer Satisfaction	Customer experience can vary based on the chosen channel. Switching may lead to repeated information and frustration.	This contact center aims to deliver a continuous and cohesive customer experience where the context is maintained for reducing frustration and enhancing efficiency.
3.	Communication Flexibility	The callers can choose their preferred channel (e.g., phone, email, live chat).	In this call center, the customers can switch between channels without losing continuity and context.

Strategies for Managing Multichannel Contact Center

1. First, implement technology like software integration which can connect the information from all sources including the six major channels of communication, CRM, and other sources. 

2. Second, invest a considerable amount of money in agent training and development because, at the end of the day, they are the ones who handle the calls and communication.

3. Third, implement real-time monitoring and analytics, which can calculate and evaluate the metrics and KPIs. 

4. Lastly, ensure you offer a unified customer experience strategy so that the customers can use any means of communication and switch the channel without any issues.

Challenges of Multichannel Contact Center 

Every business can benefit from establishing a multi-channel contact center. There are, however, challenges associated with establishing this kind of service center. Some of these are as follows. 

1. Integration Issues

Integrating communication channels into systems like CRM and knowledge bases can be quite a costly process. If we are unable to provide a view of customer interactions, it could impact customer experiences. Disrupt the flow of information. Therefore, integrating these channels requires an approach.

2. Issues in Consistency

Maintaining a level of service quality across channels can be quite challenging, especially considering that each channel has its own unique requirements and dynamics. It is not uncommon for call centers to hire agents to meet this increasing demand. 

3. Data Protection

We are talking about how we handle customer data across communication channels while referring to the multichannel contact center. It can be challenging to manage customer information and be in compliance with regulations, given that there are a number of compliance regulations, including HIPAA, GDPR, PCI DSS, and many more. 

4. Real-time Monitoring

It can be quite challenging to keep track of all the processes within a call center, especially when there are multiple channels. Moreover, there are hundreds of KPIs and call center metrics that need to be monitored, which can be a huge challenge. 

Best Practices in Setting up a Multichannel Contact Center

1. Identify Customer Preferences

Gather feedback from your customers and conduct surveys to determine which communication channels your target audience prefers. By doing this, you will be able to identify the channels your customers use most often. You can allocate resources accordingly once you have this information and select the channels for your business.

2. Multichannel Integration

After implementing different channels in your contact center, we advise you to integrate the different channels. The main idea behind this integration is that customers should be able to move between channels without repeating themselves. This process requires 

• Synchronizing customer data
• Ticketing systems
• Agent interfaces

3. Agent Training

Next, you should also focus on improving your agent’s capabilities. Therefore, make sure your agents are equipped with the necessary skills for managing communication channels effectively. Training and various development programs should cover the practices associated with each specific channel. This includes

• Effective writing.
• Verbal communication.
• Active listening.
• Problem-solving techniques. 

4. Technology Integration

Create an adaptable technology framework to facilitate operations across channels. In this scenario, you should deploy contact center software, customer relationship management (CRM) systems, ticketing systems, and communication platforms tailored to each channel.

Conclusion

Summing up, it has become more essential than ever for businesses to implement multichannel contact centers to offer the best service for their customers. This service center caters to all kinds of communication channels based on the needs of the customers. 

If you are still confused about its need in your business, consider looking at the benefits mentioned above. Moreover, we have also listed the best practices to ensure you can use this call center to your full advantage. 

However, remember that there are some challenges that come with the implementation and operation of this kind of contact center. Ensure that you address them properly to avoid any issues in the future. 

Frequently Asked Questions (FAQs)

What is a multichannel contact center?

A multichannel contact center refers to a software platform that enables businesses and customers to engage with each other using communication channels beyond the limitations of phone calls. This contact center offers a number of communication platforms, including

• Phone.
• Email.
• SMS.
• Video Conferencing.
• Live Chat.
• Social media.

What are the multichannel customer contact points?

The multichannel customer contact points include 

• Phone calls.
• Email.
• Live Chat.
• Social Media.
• Messaging apps.
• SMS.
• Video Conferencing.
• Chatbots.
• Voice Assistants.

What are the two advantages of having multi-channel customer service?

The two advantages of having multi-channel customer service are:

• You can cater to a larger number of people and customers with different communication channels.
• With multi-channel customer service, you are no longer limited to the phone lines, which improves your visibility 

What are the advantages of the multi-channel system?

The multi-channel system has a number of advantages for a call center, including

• Increased convenience and choice for customers.
• Increased agent productivity 
• Improved accessibility and visibility. 
• Faster and more efficient resolution. 
• Enhanced customer experience.