Multi-channel Vs Omni-channel
Difference between Multi-Channel and Omni-Channel
Many brands fall into the trap of assuming that both are the same while in fact they are both significantly different. In the simplest explanation, being multi-channel (in customer experience) could only mean that you collect feedback from via multiple channels or are open to communicating with your customers across multiple platforms. Like if a brand adopts mystery shopping, has a visitor’s book at the store, sends out SMSs and e-mails, etc to its customers. They are adopting “multiple channels” to engage with their customers. This is all there is to being “multi-channel.
Being Omni-channel, on the other hand, includes one crucial aspect that makes it significantly more impactful that being multi-channel. It comprises a bit more than just collecting feedback across many channels. Being omni-channel means creating an experience for your customers that is consistent across all these multiple touchpoints. In other words, omni-channel is nothing but multi-channel but with the promise of consistency and seamlessness in the experience & messaging. No matter which channel you engage your customer on, he/she has the same experience – be it on the mobile, at the store, in-app, on the website, or wherever.
One brand- One experience. Not just this, it also attempts to use the data collected from different sources to get a unified understanding of the customer. This is where omni-channel takes the cake.