Multichannel contact center: The key to streamlined customer interactions

Startek Editorial
Startek Editorial

Apr 18, 2024 | 7 min read

According to a survey by Zendesk, 64% of customers prefer a combination of channels in a single interaction.  

In the current digital age, where customer expectations are constantly evolving, businesses are under immense pressure to provide seamless and efficient customer service across various channels. A multichannel contact center emerges as the cornerstone of modern customer interaction strategies, offering organizations the ability to connect with their customers through multiple communication channels. From traditional phone calls to emails, live chat, social media and beyond, a multichannel approach ensures businesses meet their customers where they are, enhancing satisfaction and loyalty.   

Advanced call center technologies encompass a range of tools and solutions designed to enhance customer service, improve efficiency and optimize performance in call center operations. Some examples of advanced call center technologies include omnichannel support, conversational AI, advanced analytics software, speech analytics, workforce management software, self-service technologies, robotic automation and gamification

Learn the best practices in contact center optimization to drive performance improvements.

Key takeaways 

You will learn how multichannel contact centers increase agent productivity and improve customer satisfaction and the difference between omnichannel and multichannel. 

Discover best practices for implementing a multichannel contact center, including: 

  • Automatic Call Distribution (ACD) 
  •  Interactive Voice Response (IVR) 
  • Email and ticketing systems 
  • Live chat and messaging 
  • Social media integration 
  • Virtual assistants 

What Is a multichannel contact center?

A multichannel contact center refers to a customer service operation that manages s across multiple communication channels. These channels typically include phone calls, emails, live chat, social media, SMS/text messaging and newer platforms such as messaging apps or chatbots. 

Multichannel contact centers often use specialized software and systems known as customer relationship management (CRM) or contact center software to manage interactions across various channels. These systems help agents track customer inquiries, maintain a consistent level of service quality and ensure that no inquiries fall through the cracks. 

By offering multiple channels for communication, multichannel contact centers aim to provide a more convenient and accessible customer experience, meeting customers where they are and accommodating their communication preferences. This approach enhances customer satisfaction and loyalty while improving the contact center’s operational efficiency. Additionally, leveraging contact center outsourcing can further streamline operations and optimize resource allocation, ensuring seamless customer service delivery across various channels.

What are the features of a multichannel contact center?

In today's dynamic business landscape, customer satisfaction and engagement are paramount for success. As businesses strive to meet the diverse needs of their customers, multichannel contact centers are indispensable tools. These contact centers offer many features designed to streamline communication and enhance customer experience across various channels. 

features of a multichannel contact center

 1. Automatic Call Distribution (ACD): Automatically routes incoming calls to the most appropriate agent based on predefined criteria such as agent skills, caller identity or caller's IVR selections. 

 2. Interactive Voice Response (IVR): Automated telephony system that interacts with callers, gathers information and routes calls to the appropriate agent or department through voice and touch-tone keypad selections. 

 3. Email and ticketing system: Manages customer emails and creates tickets for issue tracking and resolution, ensuring efficient handling of customer queries and concerns. 

4. Live chat and messaging: Enables real-time communication between customers and agents via chat interfaces on websites and messaging platforms, facilitating quick responses and issue resolution. 

5. Social media integration: Integrates social media channels such as Facebook, X/Twitter and Instagram into the contact center platform for monitoring, engagement and resolution of customer inquiries and complaints. 

6. Virtual assistants: AI-powered chatbots and virtual agents that handle routine customer queries, provide information and assist with basic issue resolution, thereby reducing the workload on human agents and improving efficiency. 

What are the benefits of a multichannel contact center?

By leveraging multiple communication channels such as phone, email, chat, social media and more, multichannel contact centers offer many benefits that propel businesses towards greater success. Here are some of the most compelling advantages: 

benefits of a multichannel contact center

Elevates customer experience

Exceptional customer experience is the cornerstone of every successful business. Multichannel contact centers empower businesses to meet customers on their preferred communication platforms, enhancing accessibility and convenience. Whether a customer prefers live chat for quick queries or social media for public interactions, a multichannel approach ensures support is readily available across multiple touchpoints. By providing seamless omnichannel experiences, businesses build stronger relationships with customers, resulting in increased loyalty and satisfaction. 

Boosts agent productivity

Efficiently managing customer inquiries across multiple channels is challenging without the right tools in place. Multichannel contact centers streamline the process by providing agents with a unified interface to handle all incoming communications. With features such as automatic routing and prioritization, agents efficiently respond to queries in real-time, minimizing response times and maximizing productivity. Additionally, the availability of pre-written responses and knowledge bases further accelerates resolution times, allowing agents to focus on delivering personalized support where it's needed most. 

Improves operational efficiency

Incorporating multiple communication channels into a centralized contact center platform provides significant operational efficiency advantages. By consolidating customer interactions into a single system, businesses gain valuable insights into customer preferences, behaviors and pain points. These insights enable informed decision-making and facilitate proactive engagement aimed at addressing customer needs more effectively. The integration of analytics and reporting tools allows businesses to track key performance metrics across channels, identify areas for improvement and optimize resource allocation for maximum efficiency.  

Enhances business growth

A multichannel contact center isn't just about improving customer service, it's a strategic investment that drives business growth. By delivering superior customer experiences, businesses differentiate themselves from competitors and attract new customers through positive word-of-mouth and referrals. Moreover, satisfied customers are more likely to become repeat buyers and brand advocates, contributing to long-term growth and sustainability. Additionally, the ability to scale operations seamlessly in response to changing demand ensures that businesses adapt and thrive in dynamic market environments, positioning them for continued success. 

Omnichannel vs multichannel contact center: what's the difference?

Multichannel contact center

A multichannel contact center operates across multiple communication channels, such as phone calls, emails, live chats, social media platforms and SMS (texts). Each channel operates independently and the integration between channels may be limited. For instance, a customer who initiates a conversation via email may need to repeat information if they switch to a different channel, such as live chat. 

Omnichannel contact center

In contrast, an omnichannel contact center provides a unified experience. It seamlessly integrates multiple channels, allowing customers to transition between them without losing context. This integration extends beyond communication channels to encompass customer data, enabling agents to access a comprehensive view of the customer's interaction history and preferences regardless of the channel. 

Omnichannel vs multichannel

What are the best practices for implementing a multichannel contact center?

In today's hyperconnected world, customer interactions span multiple channels, from traditional phone calls to social media messages. For businesses striving to stay ahead, implementing a multichannel contact center is not an option but a necessity. However, integrating such a system requires careful planning and execution to ensure seamless operations and maximum benefits. Let's explore the best practices for implementing a multichannel contact center, highlighting the benefits of enhanced contact center analytics and boosting agent morale and efficiency. 

1. Comprehensive training programs 

Successful implementation begins with well-trained agents. Equip your team with thorough training on the tools and processes specific to each channel. Comprehensive training not only ensures agents are proficient in handling diverse customer queries but also boosts their confidence and morale. Follow-up with additional training and ongoing coaching, as needed. 

2. Unified customer view 

Centralize customer data from multiple channels to create a unified view. Implementing a Customer Relationship Management (CRM) system allows agents to access customer information seamlessly across all channels. This enables personalized interactions and smoother resolutions, enhancing customer satisfaction. 

3. Advanced analytics integration 

Integrate enhanced contact center analytics tools to gain deeper insights into customer behavior and preferences. Analyzing data from multiple channels provides invaluable information for optimizing operations, identifying trends and predicting future customer needs. Utilize analytics to refine strategies, improve service quality and drive business growth. 

4. Agile technology infrastructure: 

Invest in a flexible and scalable technology infrastructure that supports multichannel operations. Cloud-based solutions provide the agility to adapt to changing business needs and scale operations. Leverage advanced features such as automatic call distribution, interactive voice response and omnichannel routing to streamline workflows and improve efficiency. 

5. Proactive customer engagement 

Implement proactive customer engagement strategies to anticipate and address their needs before they arise. Leverage automation and artificial intelligence to deliver personalized messages, offers and support across multiple channels. Proactive engagement not only enhances customer satisfaction but reduces inbound inquiries, freeing agents to focus on more complex issues. 

A multichannel contact center is a strategic imperative for businesses looking to thrive in today's customer-centric environment. By embracing diversity in communication channels, providing real-time support, enhancing operational efficiency and harnessing insights for continuous improvement, organizations elevate the quality of their customer interactions and drive sustainable growth. As customer expectations continue to evolve, businesses must invest in multichannel contact center solutions to deliver exceptional experiences and stay ahead of the competition. 

Best multichannel contact center software: How can Startek help You?

Optimal software technology guarantees a smooth customer experience across both live and digital channels, empowering agents with a comprehensive understanding and enabling more enriching and tailored interactions. Startek provides adaptable, economical, and technology-neutral solutions by comprehending your distinct business objectives and implementing the most suitable options. Whether it's facilitating secure remote teamwork or streamlining social media management, Startek's contact center technology guarantees the exceptional quality of your brand's customer experience. 


  1. What Is a Multichannel Contact Center? 

A multichannel contact center is a customer service operation that utilizes various communication channels to interact with customers. These channels can include traditional methods like phone calls and emails, and newer digital channels like live chat, social media messaging, SMS, and video calls. The goal of a multichannel contact center is to provide customers with multiple options to reach out for support or assistance, catering to their preferences and convenience. It allows businesses to engage with customers across different platforms, ensuring a seamless and efficient customer service experience. 

  1. What is the difference between multichannel and omnichannel contact centers? 

Multichannel and omnichannel contact centers both involve interacting with customers through multiple communication channels, but they differ in their approach and level of integration. In a multichannel contact center, businesses offer various communication channels such as phone calls, emails, live chat, social media, and messaging apps for customer interaction. An omnichannel contact center provides a seamless and integrated customer experience across all channels. 

  1. What do you mean by multichannel in CRM? 

In CRM (Customer Relationship Management), "multichannel" refers to the ability of a company or organization to interact with customers through various communication channels. These channels can include In-person interactions, phone calls, emails, social media. A multichannel CRM strategy enables businesses to reach customers through their preferred communication channels, providing convenience and enhancing the overall customer experience. It also allows companies to gather data from multiple touchpoints, providing insights into customer behavior and preferences across different channels. 

Unify customer journeys, one interaction at a time! Startek's multichannel solutions deliver seamless customer experiences.

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