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How omnichannel integration can boost your call centre

by The Salmat Team
13 October 2016

How can implementing an omnichannel marketing strategy get your call centre agents singing from the same hymn sheet?

No matter your contact centre's focus, you need to think about marketing. But, which approach is best: multichannel or omnichannel? 

Multichannel vs. omnichannel

Multichannel and omnichannel marketing are terms often used interchangeably, but they're markedly different.

A multichannel strategy communicates with customers through various platforms. It recognises that customers no longer interact with companies in one way, but many. For the contact centre, this approach might mean operating email, social media, and live web chat alongside voice calls – and delivering positive, consistent brand experiences across each platform.

Omnichannel also recognises and delivers channel variety, but goes one step further. By taking into account customers' tendencies to switch from one to another – even in a single purchase cycle – it views each interaction as part of a complete customer experience that should be delivered not separately and consistently, but seamlessly.

Examples of omnichannel marketing innovation in practice:

  • Disney has an app that lets customers pre-plan everything, from dining to securing a FastPass. On-site, it locates rides, offers estimated wait times, acts as a hotel room key, and stores photos.
  • Oasis (a UK-based, fashion retail brand)arms retail staff with iPads for accurate and up-to-date product info on the spot. The iPad also acts as a mobile cash register.
  • Virgin uses tech to link its website, call centres, door-to-door sales, and retail stores. All channels are immediately aware of customer activity and can personalise interactions accordingly.


If you want to achieve absolute customer satisfaction – something all call centres and businesses today should be striving for – then omnichannel marketing is the way to go.

Improving your omnichannel strategy

When executed well, an omnichannel strategy can provide your call centre customers with the kind of faultless, personalised interactions that will keep them coming back. The challenge is getting the strategy right.

As well as moving from siloed to company-wide thinking, the key to omnichannel strategy success is effectively filling the operational gaps that create customer dissatisfaction – such as a phone agent not being aware of, or able to resolve, a query from another platform.

What can you do to help your business and staff deliver this seamless experience?

  • Equip your businesses with cloud-enabled technology: Give your staff members the ability to access and retrieve single-view, real-time cross-channel customer histories for quick and accurate assistance.
  • Create blended agents: Prevent wasted time and aid seamless delivery by training agents to deal with customers across all channels. For example, enable them to reply to emails or chat with customers online while waiting for a call. Your call centre staff may even be able to teach callers how to use online channels in the future.
  • Use data to create an outstanding customer experience: Instead of focusing on metrics such as average handling time and revenue per call, collect data to better understand and act on call patterns and customer behaviour. Data such as Net Promoter Scores and first contact resolution numbers will give you a sense of customer satisfaction.

When implemented effectively, an omnichannel strategy can not only help your call centre excel at customer service, it can also help minimise costs and improve call efficiency.   

Get in touch today to find out how Salmat’s contact centre solutions can help you achieve omnichannel innovation and success. Call us today on 1300 725 628.

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About the author
The Salmat Team

Salmat is a leading Australian marketing services provider. We help clients connect with their customers, week-in, week-out. Salmat's unique combination of targeted letterbox and online marketing channels enables clients to Reach, Convert and Serve their customers. We also provide a wide range of back office solutions, through our Philippines-based Managed Services business.

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