Omni-channel self-service empowers the customer to start an activity in one channel, and seamlessly transition to another. A conversation that begins on Twitter can be continued via text message or phone call with all of the relevant context preserved across channels.

Omni-channel solutions don’t require implementing every possible channel – for example, after a survey of customer preferences, a business may choose to offer voice, SMS and social media as service channels – but an omni-channel solution ensures the service level, responsiveness, and quality of service received on individual channels and across channels would be equally high.

Omni-channel capabilities are particularly relevant in the mobile context

The mobile customer is used to carrying on dialogs via text, voice, social and instant-messaging channels, and having constant access to information. Currently, more than half of all mobile subscribers in the US own a smartphone and 80% of new mobile buyers opt for smartphones, according to Nielsen and Pew Research Center studies. When companies leverage and integrate these channels, the customer then has a seamless experience in the palm of their hand.

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