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Omnichannel vs. Multichannel Customer Communications

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Consumers live in a fusion of the real and digital worlds. Effective communication programs meet these customers in both places, seamlessly engaging them across all channels in a synchronized journey towards brand loyalty. Companies seek to build emotional connections to customers who want to feel valued, and realize that such programs are no longer an option.

Ecrion’s CCM software helps companies engage customers with a single, cohesive platform across all communication channels. Ecrion’s application is a purpose-built, all-in-one omnichannel communications solution to track and consider past interactions, empower consumers with digital experience tools, and communicate with them via print, email, text messaging, online interactions and more.

Companies and government organizations alike struggle to implement communication strategies, given the number of messages and documents they send, the myriad of technologies and channels available, individual consumer preferences, and multiple initiating systems on their side. Implementing a single Customer Communication Management solution across the organization is typically the best option.

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what are Omnichannel Communications? 

Omnichannel systems are platforms that deliver flawless communications optimized for any electronic device (phone, tablet, and PC) on the customers’ chosen channels, and according to their schedule. Ecrion’s omnichannel communications platform gives customers complete flexibility in communication methods. Allow recipients to choose their preferred channels – be it traditional print, one or more electronic delivery channels, or a tailor-made combination of the two. Enable them to transfer these conversations seamlessly across channels according to their needs. Here are some of the features an omnichannel communications solution offers:

what are Multichannel Communications? 

Multi-channel communications systems are platforms that leverage unique channel characteristics in order to provide customers with satisfying and engaging experiences. While most businesses try to deliver the same experience in an omnichannel fashion, it is worth noting that channels have unique properties that must be truly understood and embraced in order to meet customer expectations. Just a few of the benefits of a multichannel communication solution follow:

What is The Difference between Omnichannel and Multichannel Communications?

Omnichannel. Multichannel. Two of the biggest buzzwords in any industry today. Both provide organizations with ways to communicate with customers. While some might consider them to be interchangeable, they’re not. To get the most out of customer communications management software, knowing the difference between multichannel and omnichannel communications is paramount.

MULTICHANNEL – THE WAGON WHEEL PLATFORM

Multichannel-the-wagon-wheel-platform

Many companies use a multichannel platform, thinking it’s an omnichannel platform. Multichannel communications allow organizations to deliver information to their customers based on their preferences. If they prefer to receive an invoice or bill in the mail, multichannel communications can do that. If they’d rather get that invoice via email, a multichannel approach can do that as well.

The best way to think about multichannel communications is to think of it as a wagon wheel. The outer band of the wheel is the customer, while the inner band is the company. Each spoke in the wheel represents a communication medium that the company can use to provide information to its customers – direct mail, email, social media, SMS/text messaging, even phone calls. The wheel is the company’s multichannel hub for communications.

For example, if a customer receives an email from a company inviting them to upgrade a service, chances are there’s a link for them to follow so they can upgrade online. However, if they wanted to contact the company’s call center or if they wanted to chat with someone on social media, the company employees might not know the details of the email the customer received. This is frustrating for customers and staff alike.

OMNICHANNEL – THE SWIMMING POOL PLATFORM

Omnichannel-the-swimming-pool-platform

An omnichannel communications platform provides companies with significantly more flexibility in customer communications.

Whereas multichannel communications can be compared to a wagon wheel, omnichannel communications can be compared to an Olympic-sized swimming pool.

The swimming pool is filled with every communication channel – from email to social media and more. Since all of the channels are connected, it’s easy for customers to start on one channel and jump to another seamlessly.

Continuing on the example above, the customer receives the services upgrade email with the link. Instead of using the link, your customer decides they’d like to know more about the upgrade before agreeing, so they dial the company’s call center.

This is where the omnichannel communications platform shines. Once the phone begins, the company representative can pull up all the customer’s information, including the email they were sent, and use this information to answer any questions they might have before agreeing to upgrade.

This is how multichannel and omnichannel differ.
On a multichannel level, companies can connect with their customers through any of the spokes – whichever they prefer – but through only one channel at a time, whereas with omnichannel communications going back and forth between channels is always possible.

Ecrion Enables Stronger Customer Connections

Organizations worldwide produce omnichannel communications with Ecrion’s customer communications management software to enhance their customer experience, reduce operating costs, and control the inherent risks associated with high volume customer communications. Thousands of companies across a broad range of industries ensure compliance with corporate branding and legal standards while establishing genuine connections with their customers—one at a time.

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