The Ultimate Guide to Omnichannel Vs. Multichannel

Jul 28, 2022
Omnichannel Vs. Multichannel

With companies shifting their focus to customer experience, businesses are making sure they’re available across multiple platforms. This buzz has resulted in two approaches—having a multichannel vs. an omnichannel presence. At first glance, these two terms may seem interchangeable. And while people do use them along these lines, each conveys a different meaning.

What Is Omnichannel Vs. Multichannel

How a brand interacts with its consumers and target audience is referred to as a "channel." You may have two types when it comes to omnichannel vs. multichannel. These are marketing and customer interaction.

The strategies and ways a brand raises awareness and advertises its product or service are known as marketing channels. These could be websites, actual stores, billboards around the city, or even the packaging design. Customers can contact a company through a variety of methods, including email, live chat, and phone calls.

Channels may be used as a marketing tool and a means of interaction in many circumstances. Email, for instance, may be used for marketing campaigns as well as responding to a customer's query. Physical stores provide a way for customers to reach out to a company and have their questions answered.

Keep in mind that channels have multiple functions. When communicating with clients via a contact channel, you're still advertising your company.

Now, on to the bigger picture—what is multichannel vs. omnichannel in marketing and customer engagement? The term “multichannel” entails using more than one channel for spreading brand awareness or contacting customers. You may use SMS marketing, put up a billboard promoting your product or service, and so on. While SMS and billboards are not directly related to your company website, they are two different channels that play a role in promoting your business.

Simultaneously, an omnichannel approach also entails using more than one channel. Here is where it gets tricky. The channels used are integrated to provide a seamless customer experience. This means if a customer stops using a specific channel, they can pick up where they left off on another channel.

For example, you may engage in a live chat with a customer service agent and then switch to a video chat without having to start over.

The Key Differences in Omnichannel Vs. Multichannel

Businesses that use omnichannel vs. multichannel support and marketing may run into an array of issues. Those who primarily use multichannel marketing may experience inconsistencies between channels such as tone and voice. Moreover, the chances of miscommunication are higher, with customers growing frustrated.

Businesses may switch to omnichannel marketing from multichannel marketing to tackle these issues in their strategies. This way, a brand can be more consistent, communication becomes straightforward, and you won’t have consistent customers dissatisfied with your services.

The most obvious omnichannel vs. multichannel difference is integration. It makes all the difference. Customers may indeed access information through several channels, but multichannel marketing can’t get them to function coherently. This is because each channel offers distinct services and operates independently of the others.

The consumer is at the core of omnichannel marketing. They concentrate on the customer's demands, sending them a tailored message in a cohesive, seamless experience. Because all of the channels are linked together, the client can readily obtain information from any of them.

Customers want a consistent experience across all channels. If they visit your Instagram page, they want to see similar content to your website’s tone and voice or your newsletter’s wording. This way, you show your client base that you are unified, consistent, and reliable. Every detail matters.

To sum it up, multichannel is when a business uses multiple channels to deliver a particular message to clients. The company is now at the core of the plan, and the channels work actively to transmit that message.

An omnichannel marketing strategy takes a different route. It puts the consumer at the heart of the strategy, with a single message that adjusts to each customer’s touchpoint. Multichannel marketing does not allow for that degree of personalization; it's not as customer-centric as omnichannel.

Omnichannel Vs. Multichannel Examples

Analyzing customer insights about their behavior or attitudes is a concern for many companies. They have a small grasp of how the discovery occurred and what behaviors transpired throughout their engagement with the brand. The most critical component of deciding between the two strategies is determining which one is best for your company. Let’s take a look at omnichannel vs. multichannel examples to better understand each case.

Omnichannel Vs. Multichannel Support

Multichannel support differs from omnichannel support in that the context and history of the customer are not shared across channels. Every channel is responsible for a separate chat stream. Typically, the interactions across these several channels are handled by separate agents.

However, this isn't to say that multichannel capability isn't useful. Samsung, for example, provides help for inquiry resolution across a variety of channels, including call centers, online and offline messaging, social media, and community support.

Omnichannel Vs. Multichannel Contact Center

Having a multichannel contact center entails that your support function is now available across several channels. Omnichannel, on the other hand, refers to a consistent experience across all of these channels.

Although multichannel appears to need less time and commitment, omnichannel provides more benefits. An omnichannel contact center runs across several platforms with customer data continuity. Multichannel implies that agents specialize in a specific channel and handle that channel's interactions independently.

Omnichannel Vs. Multichannel Marketing

The goal of multichannel marketing is to deliver a single message across several channels. You may promote a certain promo code on a social media account with the goal of enticing people to buy a product or service using the promo code.

Omnichannel marketing aims to engage users by delivering various sorts of information across several channels. A person may receive an email advertising a new product while also getting a promo code for the same product on Instagram.

In short, omnichannel vs multichannel marketing can be broken down into these points:

  • Multichannel is the old way; omnichannel is the new way
  • Multichannel requires one main message; omnichannel has multiple
  • Multichannel implies one-on-one interaction; omnichannel is more personalized

Omnichannel Vs. Multichannel eCommerce

Both omnichannel and multichannel eCommerce entail engaging customers across numerous channels throughout the customer experience. Multichannel emphasizes the channel, whereas omnichannel focuses on the customer.

Since each channel is managed separately, with its own strategy, performance metrics, and unique customer experience, a multichannel approach typically reinforces current channel silos. All consumer interactions are integrated with omnichannel eCommerce, offering a smooth experience despite how and where they interact with your company.

Omnichannel Vs. Multichannel Retail

The manner in which brick-and-mortar stores and a company's online activities operate together is known as omnichannel retail. Multichannel retail involves a company that has both physical and online stores, but its activities are divided into various channels rather than being integrated.

Multichannel sends the same or unrelated material to a consumer across several channels, whereas omnichannel builds on interactions across multiple channels to progress the customer journey at every touchpoint.

Omnichannel Vs. Multichannel Banking

Omnichannel banking ensures that customers may access several integrated support and service channels and seamlessly migrate between them to fulfill their financial needs. These include voice and phone, SMS, live chat, email, and so on.

Customers can access banking services through a variety of channels, including ATMs, call centers, mobile banking, and more. But since these are not designed to provide a seamless experience, the services may not perform consistently across the channels.

Each of these channels offers a variety of services, some of which may overlap. Each channel, on the other hand, functions independently from the others. This strategy is multichannel.

Contact our team or try our platform for free

Dexatel aims to build a better future where technology creates good connections and communication for everyone and everywhere.