The era of the connected customer sets a new standard: being available everywhere, all the time… and, above all, seamlessly. Consumers switch from chat to email, from WhatsApp to the phone, with one simple expectation: to receive a prompt and consistent response, regardless of the channel.
Omnichannel customer service is an approach that involves bringing all these channels (telephone, email, chat, social media, instant messaging) together within a single, synchronised system. Every interaction forms part of a logical sequence: the customer never has to repeat their enquiry, regardless of the channel used or the stage of the conversation.
Many companies believe they already offer this experience. In reality, they have often implemented a multi-channel model: several channels exist, but they operate in silos, without sharing information with one another. The result is that interactions become fragmented, information is lost, and the customer experience becomes anything but seamless.
Key takeaway: multichannel increases the number of channels, whilst omnichannel unifies them. It is this unification – encompassing technology, data and teams – that transforms a simple multichannel presence into genuine service continuity.
1. Definitions: clarifying the terminology
Before exploring the differences between multichannel and omnichannel, let’s lay the groundwork with a few key definitions:
Single-channel: A traditional approach in which a business uses only one point of contact with its customers (for example, in-store only or by telephone only).
Multi-channel: Provision of several independent contact channels (telephone, email, chat, social media), each operating in isolation without sharing information.
Cross-channel: An evolution of the multi-channel approach, where channels begin to interact and complement one another (e.g. online purchase with in-store collection).
Omnichannel: Full integration of all channels with real-time sharing of customer history, creating a seamless and continuous experience.
Organisational silos: Compartimentation between teams, tools or departments that prevents the sharing of information and creates gaps in the customer experience.
Customer ubiquity: The ability of the modern customer to be present and active across multiple channels simultaneously or in succession within a very short period of time.
2. Multi-channel: widespread presence, limited connections
What is multichannel?
A multi-channel approach is the first step towards modernisation for businesses moving away from a single-channel model. The idea is simple: to be present where your customers are by increasing the number of touchpoints. Telephone, email, live chat, social media, text messages, mobile apps… each new channel becomes an additional gateway to your business.
The main aim of a multi-channel approach is to broaden reach and increase visibility. The more channels you use, the more diverse customer segments you reach. Some prefer the telephone, others email, and others still social media. A multi-channel approach aims to cater to this diversity of preferences.
How does multichannel work?
In a multi-channel approach, each channel operates independently. It often has its own teams, its own tools, and sometimes even its own objectives and budgets. A customer who contacts you by email and then by telephone is, in fact, interacting with two separate entities within your organisation.
Let’s take a practical example: a customer buys a lipstick in your high-street shop. A few days later, she receives a newsletter offering her a discount on that very same lipstick she has just bought. Why? Because the email marketing system isn’t linked to the shop’s till system. The channels operate in parallel, without any interaction between them.
The benefits of a multi-channel approach
Wider reach: You can reach more customers by being where they naturally are. Every additional channel represents a new opportunity to connect with them.
Flexibility for customers: Customers can choose the channel that suits them best, depending on their circumstances, personal preference or the urgency of their need.
Phased roll-out: You can roll out the channels gradually, depending on your resources and digital maturity, without needing a complex technological infrastructure from the outset.
Initially lower costs: The absence of complex integration makes the initial roll-out less expensive than an omnichannel solution, which may be particularly relevant for SMEs or growing businesses.
The limitations of multi-channel
A fragmented experience: Customers who interact with you across multiple channels have several distinct experiences, which are sometimes inconsistent with one another. They have to repeat their details, rephrase their requests and waste time.
Information silos: Data collected via a single channel remains isolated. You do not have a complete picture of your relationship with each customer, which limits your ability to personalise and anticipate their needs.
Complex management: Managing several independent channels requires significant resources: dedicated teams for each channel, a range of tools and specialist training. Operational costs can quickly spiral.
Inconsistencies and frustrations: A customer may receive different answers depending on the channel they use, causing confusion and eroding trust. These inconsistencies have a direct impact on satisfaction.
Underutilised data: Without integration between channels, you miss out on a wealth of information about your customers’ actual journeys and opportunities for improvement.
3. Omnichannel: a unified and intelligent experience
What is omnichannel?
Omnichannel retailing is not simply about having a presence across multiple channels: it synchronises them, connects them and enables them to interact, creating a unique and consistent customer experience. The aim is no longer to increase the number of touchpoints, but to orchestrate them intelligently around a unified view of the customer.
In an omnichannel approach, the customer no longer interacts with separate channels, but with a single company that recognises them, remembers them and tailors its response regardless of the channel used. It is the company that adapts to the customer’s journey, not the other way round.
How does omnichannel work?
Omnichannel retailing is based on three fundamental elements that set it apart from multichannel retailing.
A unified platform: All channels feed into and access the same centralised customer database. Every interaction, regardless of the channel, enriches this comprehensive view in real time.
Interconnected systems: Technological tools communicate with one another. Your CRM interacts with your till system, your e-commerce platform, your chat solution and your social media channels. Information flows instantly.
Cross-functional teams: Advisers have access to the client’s full history, regardless of their specialism. The boundaries between teams are breaking down in favour of a collaborative, client-centred approach.
Imagine this scenario: a customer starts a live chat enquiry at 10 am. At 3 pm, they call your customer service team. The agent who answers the call can immediately see the morning’s conversation, is aware of the context, the products viewed and the purchase history. They can pick up the conversation exactly where it left off, without having to ask, ‘Could you remind me what the issue was?’. Afterwards, that same customer receives a summary email that reflects both of these interactions. That’s omnichannel in action.
The tangible benefits of omnichannel retailing
Increased satisfaction and customer loyalty: Studies show that companies employing omnichannel strategies retain, on average, 89 per cent of their customers, compared with just 33 per cent for those with weak omnichannel approaches. A seamless experience fosters lasting brand loyalty.
Superior sales performance: Customers who use three or more channels to interact with a brand have a purchase frequency 287 per cent higher than those who use just one. An omnichannel approach does more than just improve the customer experience; it directly generates revenue.
Operational efficiency: By eliminating duplication and unnecessary handover, an omnichannel approach reduces the time taken to process enquiries and increases the first-contact resolution rate. Teams become more productive.
In-depth customer knowledge: Analysing omnichannel journeys reveals valuable insights into purchasing behaviour, preferences and pain points. This data enables you to continually refine your customer relationship and sales strategy.
A decisive competitive advantage: In a saturated market, offering a seamless and unified experience becomes a key differentiator. Customers compare options, and a well-executed omnichannel experience can tip the balance in your favour.
Enhanced internal coordination: The marketing, sales and customer service teams work together using a shared database, improving organisational cohesion and efficiency.
The challenges of omnichannel retailing
Technology investment: Omnichannel requires a robust technological infrastructure: advanced CRM, integration middleware and real-time synchronisation tools. The initial investment can be substantial.
Organisational transformation: Breaking down silos and creating a cross-functional culture takes time, training and change management support. Internal resistance can be an obstacle.
Complexity of implementation: Synchronising heterogeneous systems, harmonising processes, training teams… the transition to an omnichannel approach is a major undertaking that requires a clear vision and rigorous management.
Data management: Centralising data raises issues relating to compliance (GDPR), security and quality. Strict governance is essential.
4. Multichannel vs omnichannel: a direct comparison
| Criterion | Multi-channel | Omnichannel |
|---|---|---|
| Vision | Product/service-focused | Focused on the customer experience |
| Channels | Working independently, in silos | Interconnected and synchronised |
| Data | Grouped by channel | Unified in real time |
| Customer experience | Varies depending on the channel | Consistent across all channels |
| Continuity | The customer must repeat everything | Customers are recognised everywhere |
| Customisation | Limited to each channel | Comprehensive and contextual |
| Initial investment | Moderate | High |
| Complexity | Separate channel management | Centralised orchestration |
| Results | Broader scope | Increased customer loyalty and performance |
5. Multi-channel or omni-channel: how to choose?
The choice between multi-channel and omni-channel is not a simple yes-or-no decision. It depends on several factors that need to be assessed honestly.
1. Assess your current level of maturity
Choose a multi-channel approach if:
- You’re embarking on your digital transformation
- Your technological and human resources are limited
- Would you like to test several channels before integrating them?
- Your immediate priority is to expand your reach
Switch to an omnichannel approach if:
- You already have several active channels
- Your customers are expressing frustration at the disconnect between channels
- You have the capacity to invest in technology integration
- Customer loyalty and customer experience are strategic priorities
2. Listen to your customers
Your customers tell you what they need. Analyse feedback, complaints and actual customer journeys. If you find that customers frequently switch channels during a single interaction, an omnichannel approach becomes a necessity. If the channels are used separately for different purposes, a multichannel approach may suffice for the time being.
3. Assess your resources
Budget: Do you have the financial resources to invest in a unified CRM system, integration tools and training?
Teams: Are your staff ready to work across departments? Do you have the necessary technical skills?
Infrastructure: Can your current systems communicate with one another, or do you need to rebuild everything from scratch?
Think long term
Multi-channel may be a useful transitional step, but omnichannel represents the future of customer relations. Consumer expectations will continue to rise. Building an omnichannel strategy now – even if implementation is gradual – will prepare you for the demands of tomorrow.
6. Outsourcing: a catalyst for omnichannel retail
Implementing an omnichannel strategy in-house presents a considerable challenge. This is where a specialist outsourcing partner can make all the difference.
The benefits of an omnichannel partner
Mature technology infrastructure: A partner such as Armatis already has unified platforms, tried-and-tested integration tools and operational artificial intelligence solutions. You benefit immediately from an enterprise-grade infrastructure without the need for a massive capital outlay.
Operational expertise: The teams are already trained in complex customer journeys, omnichannel management and industry best practice. You avoid a learning curve that is costly in terms of time and resources.
Flexibility and scalability: An outsourcing partner absorbs fluctuations in business volume, manages seasonal peaks and adjusts resources in real time, without you having to recruit, train and then possibly reduce your workforce.
Continuous innovation: The best partners invest continuously in technological innovation and process improvement. At Armatis, for example, our SquAire suite of AI agents assists advisers in real time to optimise every interaction.
Omnichannel customer service at Armatis
At Armatis, we coordinate all your contact channels (telephone, email, chat, social media, instant messaging) within a unified platform that ensures continuity in customer relations.
Our approach combines:
- A 360° view of the customer, accessible in real time by all advisers
- Advanced technologies including AI, predictive analytics and intelligent routing
- Multilingual teams strategically deployed to ensure optimal coverage
- An agile model that adapts to your needs and seasonal fluctuations
- Sector-specific expertise that makes our advisers true ambassadors for your brand
We don’t just manage large volumes of contacts. We create memorable customer experiences that build loyalty and generate measurable value.
7. In summary: omnichannel as the standard of the future
The question is no longer whether you should move to an omnichannel approach, but when and how. A multichannel approach was a necessary step and remains relevant for some businesses as they progress through their digital transformation. However, the omnichannel approach is now the standard that consumers expect.
The figures speak for themselves: 89 per cent customer retention for successful omnichannel strategies, and a 287 per cent increase in purchase frequency for multichannel customers. Omnichannel is not a passing trend; it is a structural transformation of customer relations that ensures a seamless customer journey across all touchpoints.
Companies that successfully make this transition see measurable improvements in customer satisfaction, efficiency and business performance. More importantly, they create a sustainable competitive advantage in a market where the connected experience is becoming the key differentiator.
Omnichannel requires investment, vision and execution. But with the right partners and the right strategy, it radically transforms your customer relationships and drives your growth. The future of customer relations is omnichannel. The only question that remains is: are you ready to take the plunge?
8. Frequently Asked Questions
What is the main difference between multichannel and omnichannel?
A multi-channel approach provides several channels (telephone, email, chat, social media), but these channels operate independently, without sharing information. In contrast, unifying these channels within an omnichannel approach allows all touchpoints to be synchronised: the customer is recognised everywhere and never has to repeat their details, thereby creating a truly seamless, connected experience.
How much does it cost to implement an omnichannel strategy?
The cost depends heavily on a number of factors: the size of your business, the channels you wish to integrate, and the existing technological infrastructure. Please contact us for a bespoke quote.
Can we move straight from single-channel to omnichannel?
Technically, yes, but it is rarely recommended. Most companies benefit from a phased approach: rolling out a few channels in a multi-channel setup to understand customer behaviour, then moving towards cross-channel before achieving full omnichannel integration. This step-by-step approach minimises risks and allows teams to build their skills gradually.
What are the priority channels in an omnichannel strategy?
The priority channels will depend on your sector and your customers. What matters most is not the number of channels, but the transparency of the service and the company’s proactivity. Start with the channels where your customers are already active (often: telephone, email, web chat, and at least one social media platform), then expand based on the requests and behaviour you observe.
How can you measure the success of an omnichannel strategy?
There are several KPIs that can be used to assess the performance of a seamless customer journey: First Contact Resolution (FCR), Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), Customer Effort Score (CES), average handling time, and the proportion of customers using multiple channels. You can also measure the business impact: retention rate, customer lifetime value (CLV), purchase frequency, and, of course, the revenue generated by omnichannel customers versus single-channel customers.
Is omnichannel retailing only for large companies?
No, omnichannel is accessible to businesses of all sizes thanks to SaaS solutions and outsourcing. Modern cloud platforms offer scalable packages tailored to SMEs.
Is artificial intelligence essential in an omnichannel approach?
AI is not strictly essential, but it significantly improves efficiency and personalisation. In particular, it enables: the intelligent routing of enquiries to the right channel or adviser, the generation of automatic summaries of interactions, the predictive analysis of customer needs, and the automation of repetitive tasks. Modern solutions, such as Armatis’ SquAire suite, incorporate AI to enhance agents’ capabilities whilst maintaining the human touch in customer relations.
How can data privacy be managed in an omnichannel environment?
The unification of channels does indeed involve the centralisation of customer data, which requires strict governance. Best practices include: encryption of data in transit and at rest, rigorous management of access and permissions, GDPR compliance with explicit consent and the right to be forgotten, regular security audits, and complete transparency with customers regarding the use of their data. A certified BPO partner already has these processes and certifications in place, ensuring end-to-end security.
Sources
- Salesforce, State of the Connected Customer (6th edition, 2023): 73 per cent of customers use multiple channels before making a purchase, and 75 per cent expect a consistent experience across all channels. salesforce.com/research/state-of-the-connected-customer
- Harvard Business Review, A Study of 46,000 Shoppers (2017): around 30 per cent of consumers use three or more channels before making a purchase, and the purchase rate is 287 per cent higher amongst multi-channel customers. hbr.org/2017/01/a-study-of-46000-shoppers
- Aberdeen Group, Omnichannel Customer Care Research Report (2021): omnichannel businesses retain an average of 89 per cent of their customers, compared with 33 per cent for those with poor integration. aberdeen.com/research/omnichannel-customer-care
- Gartner, Market Guide for Customer Service and Support Technologies (2023): the cost of an omnichannel strategy ranges from €50,000 to several million, depending on the organisation’s size and the level of integration. gartner.com/en/customer-service-support/trends/reducing-uncertainty
- McKinsey & Company, Next-level Customer Experience Through Omnichannel Integration (2022): full roll-out typically takes between 6 and 18 months, depending on the technical complexity. mckinsey.com
- Forrester Research, The State of AI in Customer Service (2023): 60 per cent of omnichannel businesses use AI for routing, personalisation and predictive analytics. forrester.com/report/the-state-of-ai-in-customer-service
