Posted On: June 9, 2020

Omnichannel Contact Center: A Guide To Better Customer Service

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‘Contact center is an establishment that supports an organization’s customers by solving their queries as and when they arise.’

The above-stated sentence could have made sense till some few years ago but in this modern era contact center have emerged as an integral part of the organization that not only retain but also row in customers. They are thus a new segment to the sales and customer relation units.

Research by Deloitte and Touche found that customer-centric companies were 60% more profitable compared to companies that were not focused on the customer.

Traditionally, contact centers were all about in-coming calls of customers stating their queries after long and tedious ringtone. They slowly evolved into inbound and outbound call centers outsourced to handle different procedures.

Conventionally, the contact centers are a primary point of contact between the organization and the consumer thus establishing its importance in the limelight. A lot of software, equipment, tools, metrics, and techniques are now being devised and used in their betterment using the human and mechanical workforce to satisfy, lure, and retain customers while expanding the organization into newer ventures.

What is Omnichannel?

The term omnichannel refers to the availability of all possible channels at the disposal of the customer to choose from. This choice of channels can be in regards to registering a complaint, raising an inquiry, receiving an update, or proceeding with sales and payment activities. Omni-channel contact center, on the other hand, is spun off around the same idea, further easing out communication between the customer and the organization.

What is Omnichannel Contact Center?

Omnichannel contact centers allow the customers to choose the mode of communication ranging from a normal mail to call, social media, app, and website. It provides a 360° approach and integrates problem resolution with a better experience. When call center metrics like SL, AHT, FCR, CX, and C-SAT are met with, it not only increases the chances of a customer coming back to you but also diminishes churn rate. Such a satisfied customer shall always spread a word-of-mouth appreciation for the excellence served.

Agents usually have tremendous pressure of meeting the quantified targets and delivering exceptional service quality. Through omnichannel contact center approach, agents have the back of techno-aids like AI chatbots, augmented and virtual reality, and automated call distribution to help them perform better utilizing their full potentials.

Why adopt omnichannel contact center?

While your customer is busy at work or in their personal life, an adverse situation can arise relating to a product or a service. The person can be new to your brand entirely or new to the product set-up and use, or might be an old consumer just encountering a bad day accessories-wise.

It is unjust for them to compromise professionally or personally and try getting in touch with your call center agents. The word ‘call center’ in itself rings up the mind with incessant music calling “please wait while we connect your call”.

With an omnichannel contact center, the customer has ease of communication and can decide the time and mode of communication as per their personal privileges. Your customer can now have just one complaint, mutual timings, easily findable solutions, Google-like search efficiency, centralized knowledge library, and an OTT-interactive UI for the users to be happy to visit, resolve, and come back again.

This revisited session turns need into inquisitiveness and your complainant becomes a UV for the portal. In no time, the mere switch from traditional call-queue- return to visit-solve-connect yield actionable data for service and sales team as well. An omnichannel platform, when it is properly supported with an information-rich support system, makes navigation through the website or app relaxed action over some mock drill thus providing space for establishing a positive customer-organization relation.

Who’s and what’s in benefits of omnichannel contact center:


Anywhere, anytime, anyplace access is no far off a dream with apt technical backup standing just a click away. Accessibility can be through the office, home, transit, online, or even offline. The customers can solve their problems on their own using self-service portals with guided workflow through audio, video, and visual solutions.


On work fronts, agents work along with sales and service departments. They have targets on the number of tickets per day and SL. Executing it all under tremendous work pressure negatively impacts service quality while deviating petty calls over self or automated service portals increases agent efficiency by 40%.


The organizations have high targets to be met and a new market niche to enter. Pressurizing the staff and gathering a crowd of customers waiting for a satisfactory reply is a repellant and it must be tackled with mental sanity. Empowering customers with on-demand solutions and relieving agents off from excessive work stress serves the trick.


A major chunk of the organization’s finances go in training and maintaining the agent quality and call center metrics. Each transaction is recorded and randomly analyzed for reference and analysis. With omnichannel, the AI can easily scan through a computer’s intelligence at comparatively lower costs thus saving funds for required and contingencies.


Omnichannel contact centers are an upcoming trend in the customer service sector. It not only releases work pressure from over agents’ shoulders but also helps the customers seek solutions on their own. Unlike the traditional contact centers, all channels of reach to the organization handling the processes are created and kept open. The queries are read and automatically directed to agents or field visit experts if needed or else are primarily put on self-service integrations for independent solutions.

Gartner experts predict that 85% of interactions will take place without involving a live agent in the near future.

With a hike in speed of problem resolution; it is now quicker, simpler, and better to deal with customers keeping them satisfied and intact besides making real-time representatives of organization’s goodwill.


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