Omnichannel vs. Multichannel Support: What’s the Difference?

April 11, 2024

When it comes to customer service, there are two different approaches to providing support and engagement: omnichannel and multichannel support. Zendesk offers numerous resources designed to enable you to develop world-class customer experiences. To offer exceptional customer service, you need to have a clear understanding of these two strategies so you can pick the right approach for your company. Here’s an omnichannel vs multichannel support comparison to help put things into perspective.

What Is Omnichannel Support?

Omnichannel support is a customer service strategy that integrates multiple communication channels into a unified platform. These channels include text, phone, support tickets, live chat, email, and social media. Unifying customer data and conversations into a singular platform allows for conversations to start on one channel and continue on another. This approach makes it easy for customers to reach out in a way that is convenient for them and enables you to provide personalized support.

Benefits of Omnichannel Support

  • Aligns customer interactions for a seamless and consistent experience across all channels from a single platform
  • Provides customers the flexibility to choose the channel that works best for them
  • Gives you the full context of each customer’s touchpoint and history through better data collection and analysis
  • Offers a highly personalized service and journey based on the specific needs and preferences of individual customers
  • Delivers real-time communication, which helps to improve customer satisfaction and loyalty
  • Enables you to improve your overall customer experience

What Is Multichannel Support?

A multichannel approach involves providing customer support across more than two different channels. However, each channel is treated separately rather than as part of a whole. As such, customers have to use a specific channel to get the information they want. Since each channel functions differently, customer data is not shared across channels.

Benefits of Multichannel Support

  • Involves a quick setup and is simple to operate since it doesn’t require sophisticated technology
  • Provides different methods of communication for customers to interact with your business, ensuring greater reach and visibility
  • Provides the flexibility to reach different customer segments
  • Allows you to measure key metrics for each channel separately
  • Has multiple touchpoints for customer engagement

Omnichannel vs Multichannel Support

Both omnichannel and multichannel approaches offer support via different channels. However, there are several key differences between the strategies. These include:

  • Focal Point: While an omnichannel approach is customer-centric, a multichannel strategy is channel-centric.
  • Integration: An omnichannel approach unifies multiple communication channels, whereas multichannel support has different channels operating in silos.
  • Customer Experience: Compared to a multichannel approach, an omnichannel strategy offers a more seamless and consistent customer experience.
  • Data and Analytics: Unlike multichannel support, an omnichannel approach ensures centralized data management for personalized interactions.

When Would Each Type Be Best?

Choosing the right support environment for your business can be tough. Before making a decision, take time to weigh the pros and cons of omnichannel vs multichannel support. Consider your customers to ensure you understand their desires, values, pain points, and demographics. For instance, if your company is a large online retailer marketing to young adults, you may prefer an omnichannel approach to ensure your customers have a smooth shopping experience when using your mobile apps and other channels.

Lastly, your choice will depend on your business goals and the resources available to you. If you’re looking to get your products viewed by a wider audience or are still in the startup stage, a multichannel approach may be a better option.

Enhance Your CX Strategy With Aktie Now

Aktie Now provides Zendesk and other customer experience solutions to improve customer satisfaction and service quality. Our team of experts will handle every aspect of your transformation and work hard to ensure you achieve incredible results. Contact us today to learn how we can help you with your Zendesk integrations and implementations so you can enhance your CX strategy.

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