There is a term in the customer service world that is often misused or misunderstood. That term is omnichannel. I have had many conversations with clients about the omnichannel experience, and I’ve even shared content about it with our subscribers in the Shepard Letter and my videos. It’s time to bring it back with what may be the perfect example.
First, let’s talk about the basic definition. It all started with a concept known as multi-channel. This was about different ways customers could communicate with you. For example, they could use phone or email. That’s two channels. Today there are many others, such as text, social media, apps, and more. It doesn’t matter how many channels you have, once you get past one, you are in the world of multi-channel. The problem is that while multi-channel gives you options to choose your favorite method of communication if you switch from one channel to the next, you typically have to start the conversation over.
Then the phrase omnichannel came around. This meant that you could cross from one channel to the next and have seamless conversations. That’s where people get confused. What does that really mean?