Customer Experience

Updated On: Apr 25, 2024

Multichannel Contact Center: Definition, Importance, and Best Practices

Reading-Time 10 Min

multichannel call center

How many times have you been disappointed with your customer service experience because you couldn’t contact the company through the channel you wanted?  

Today the customer experience can make or break your business. This is where a multichannel contact center comes into play, enabling businesses to offer a seamless customer service experience across various channels.  

In this blog, we’ll show you how a multichannel contact center can transform your customer service operations and provide the best way to make them more efficient. 

What is a Multichannel Contact Centre?

A multichannel contact center is a software solution that allows companies to assist customers via various channels, including social media, SMS, email, chat, phone, and more. A multichannel call center aims to offer clients the choice to communicate with a company via their preferred channel.

This solution helps your business save money and operate more efficiently, increasing customer happiness and brand loyalty. Furthermore, a multichannel call center may offer businesses insightful consumer data that helps them enhance their offerings regarding goods, services, and general customer satisfaction.


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What are the Benefits of Multichannel Contact Centers? 

The importance of a multichannel call center stems from its capacity to respond to modern clients’ different communication preferences while also improving overall customer experience. Here are the main reasons why multichannel call centers are essential:  

1. Improved Customer Experience 

Customers communicate with multichannel contact centers via the channels of their choice, including social media, SMS, live chat, email, and phone calls. They are more satisfied because of this flexibility since it meets them where they are and offers a seamless, comfortable experience.  

2. Enhanced Efficiency 

Multichannel contact centers enhance efficiency by streamlining processes and combining several communication channels into a single platform. The ability of agents to manage questions from several channels inside a single interface minimizes the need for them to hop between apps or systems. Agent productivity increases and reaction times are shortened because of this integration. 

3. Improved Customer Insights 

Multichannel contact centers capture data from interactions across different channels. Gaining important insights into consumer preferences, behavior patterns, and pain spots is possible through the analysis of this data.

Equipped with this data, companies may adjust their tactics to more effectively fulfill client demands, customize communications, and foresee emerging trends.  

4. Cost Savings 

Establishing a multichannel contact center may involve an upfront expenditure, but over time, costs may be reduced. Businesses can save operational costs, such as those associated with agent training, infrastructure upkeep, and communication, by streamlining procedures and allocating resources optimally.

Furthermore, better customer loyalty and pleasure brought about by superior service might eventually result in higher retention rates and more income.  

5. Advanced Data Collection and Analysis  

Each communication channel generates valuable information about client preferences, behavior, and pain points. By evaluating data from numerous channels, call centers can better understand their customers’ requirements and preferences, allowing them to optimize their service offerings and overall customer experience.  

Omnichannel VS Multichannel Contact Centers   

A multichannel contact center maintains client contacts using a variety of communication channels, including phone, email, and chat. However, these channels frequently operate independently without seamless integration.   

In comparison, an omnichannel contact center takes a more integrated approach, attempting to unify consumer touchpoints and give a consistent experience across all media.  

An omnichannel system offers a comprehensive and real-time view by centralizing consumer data and interactions. To ensure continuity and avoid duplication, the objective is to deliver a personalized and consistent journey through cross-channel collaboration.  

Multichannel centers can enhance specific channels independently while omnichannel strategies highlight a customer-centric approach. It emphasizes the integration of technology platforms and data sharing to fulfill changing customer expectations for a unified and convenient experience.  

 Multichannel Contact Center Omnichannel Contact Center 
Definition  Supports multiple communication channels that operate independently Supports multiple communication channels that work seamlessly together 
Customer Experience Inconsistent experience across different channels Consistent experience across all channels 
Data Management Separate data silos for each channel Integrated data management for all channels 
Customer Journey Tracking Limited visibility, with no understanding of customer interactions across multiple channels Complete visibility into the entire customer journey across all channels 
Personalization Limited ability to personalize customer experience Ability to personalize customer experience across all channels 
Scalability Limited scalability due to siloed channels Highly scalable due to seamless integration of channels 


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Best Practices in Setting up a Multichannel Contact Center 

Here are some best practices when setting up a multichannel call center:   

1. Identify Customer Preferences  

Determine which channels your customers prefer to use and when these channels are most active. Use this data to optimize channel allocation and personnel.  

2. Develop a Comprehensive Channel Strategy.  

Develop a channel strategy that integrates all the channels available to provide a seamless and consistent customer experience across all mediums.  

3. Allocate Resources Accurately  

Collect data on average handling times and response rates across several channels to allocate resources accurately. Allocate resources appropriately to satisfy customer requests.  

4. Implement Advanced Routing Algorithms.  

Create advanced routing algorithms that match client inquiries to agents with the necessary skills and experience across several channels.   

5. Ensure Streamlined Knowledge Management.  

All channel-specific information should be stored in a single repository so agents can access data from multiple systems and channels in real time.   

Implementing these best practices can assist organizations in developing a multichannel call center that provides a consistent customer care experience regardless of the channel via which consumers choose to interact. This can lead to greater client happiness, loyalty, and business success.  

Deliver Outstanding Customer Support Across Channels with Knowmax 

Knowmax is a guided knowledge management (KM) platform that enables you to provide excellent customer assistance via all channels, including phone, email, chat, social media, SMS, and more.  

Knowmax helps your agents with relevant and contextual information in real-time, allowing them to create personalized customer experiences regardless of the channel they are on. 

Knowmax also offers a centralized and easily searchable knowledge base that can retain your organizational knowledge in different knowledge formations like decision trees, articles and visual guides. It allows you to enhance your support procedures, improve the spread of information, and ensure customer happiness with a unified omnichannel strategy. 

Pratik Salia


Pratik is a customer experience professional who has worked with startups & conglomerates across various industries & markets for 10 years. He shares latest trends in the areas of CX and Digital Transformation for Customer Service & Contact Center.

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