Omnichannel and multichannel services are two different marketing strategies that companies are using to gain customers.
Both are focused on using multiple channels to reach their clients and potential customers. By simply looking at their definitions, people may assume that omnichannel service and multichannel service mean the same.
However, there is a key component that makes them different from each other – and that is integration.
Multichannel service defined
Multichannel service uses various platforms to be able to interact with existing and potential customers.
Each channel provides various services and operates separately. These multiple platforms are used individually and are working without cohesion.
There is no coordination within each service. It could be a frustrating experience for clients whenever they are switching between channels.
Omnichannel service explained
Omnichannel service goes beyond being available between different mediums. The goal in this approach is regardless of how a customer chooses to contact a business, they can pick up from where they left off.
Omnichannel service uses different channels to provide buyers with an integrated shopping experience. This includes traditional and digital mediums and physical and online stores.
Each channel works together to provide a unified experience wherein the customer can shop online from a desktop or mobile device, or in a physical store, and the experience is still seamless.
The key to an effective omnichannel service lies in centralizing your customer interaction across different mediums to offer a connected and comprehensive experience.
Omnichannel vs. multichannel service: What’s the difference? Which is better?
Omnichannel service focuses on providing a consistent and unified experience at every channel a client may want to use. This approach puts the customer at the center of their strategy.
Multichannel, on the other hand, focuses on spreading information towards different channels, paying less attention to the customer experience.
To better explain the uniqueness of multichannel and omnichannel services, here’s a list of some of their key differences.
Customer engagement
Multichannel service is about using the widest net to catch more customer engagements. The goal of this approach is to get the word out through different channels to achieve the maximum level of engagement.
On the other hand, the omnichannel service correlates every channel to engage with customers as a whole to ensure a great overall experience. The focus is on building a stronger relationship between the buyers and the brand by giving them great customer service.
Consistency in service
Because multichannel service’s focus is on spreading information about their brand and not the customer experience, service on every channel is not integrated.
This may cause a dilemma especially if clients want an immediate response to their inquiry and they have to repeat the process every time they switch channels to reach your team.
Businesses that are using an omnichannel strategy are diligent in ensuring that customers get the same experience and messaging through each channel. Each platform is coordinated and customers do not need to repeat themselves over and over again.
In cases like this, consistent service among different channels is more important rather than regular information updates on the brand because it presents a sense of familiarity and relationship between the buyer and the company.
Customer’s effort
Omnichannel service’s priority is to understand how to eliminate effort from the customer experience by integrating information from different channels. Using many channels as options to connect with customers, meanwhile, is more of a multichannel approach.
The omnichannel strategy uses the data that is collected to understand where effort exists in the customer experience and to minimize duplicating this. Omnichannel service aims to give an easy purchasing experience for its customers.
