What is a multichannel contact center?

A multichannel contact center is a communication platform that integrates various digital channels, allowing agents to access customer information and messages in a single place. The purpose of a multi-channel contact center solution is to improve work efficiency and enhance customer experience.

With earlier forms of telecommunication, integration wasn’t possible since each channel functioned through different technology. In the cases of a phone, fax and modem, they needed different devices to receive the data.

Digital transformation

Modern web conferencing requires WebRTC technology. This is an open-source technology that provides real-time communication (RTC) capabilities for web browsers by using simple application programming interfaces (APIs). This technology is supported by all major browsers, including Chrome, Edge, Safari and Firefox. Google, Microsoft, Apple and Mozilla are among the main contributors to the development of WebRTC.

With WebRTC, users enjoy real-time voice and video communication. The technology maintains high-definition video quality even with a large number of participants.

Omnichannel solution

Eventually, the digital transformation allowed for data to be shared on the server level. With this possibility, contact center agents could see the context from customer interactions on different channels in a single user interface. Some professionals distinguish this development as “omnichannel contact centers,” using multichannel to refer to the platforms that simply allow access to various channels without integration. However, in practice, the two terms are used interchangeably.

In addition to voice, fax, and email, multi-channel contact centers can now integrate customer information and communications from text messages, social media, online contact forms, and live chat. Contact centers can also integrate video communication and dialogs with interactive voice response (IVR) systems. Since integration takes place on the server level, agents can access all channels from a single platform available on a web page.

What are the benefits of a multichannel contact center?

multichannel contact center
  • Preferred Channels of Communication: This encourages customer engagement since customers don’t have to look for ways to get a hold of your business. They can just contact you via the channels they use every day.
  • Improved Customer Satisfaction: Whether it’s technical support or sales, agents will see new messages in real-time and they'll be able to provide a seamless customer experience. Positive customer sentiment will grow and businesses will see better customer retention.

  • Agent Productivity: Good customer service was always possible, but it took much more time. Agents will be able to maximize performance, providing better service in much less time. It's like having a ready-made knowledge base consisting of all previous customer experiences.
  • Remote Work: Since multi-channel contact centers are online, agents can provide customer support from anywhere with an internet connection, even via mobile apps. This provides more flexibility for work arrangements and easier HR management.

  • Upselling and Cross-selling Products: With more and better information available, agents are better equipped to identify customer needs, encouraging customers to choose the best products for their needs.
  • Brand Image: Customer expectations have grown with technology. For many customers, multichannel translates to being up-to-date. If they can’t find your business on the channel they use, it hurts their image of the business.
  • Analytics and Reporting: Bringing all communications together means you can see stats from all communications. This gives much better snapshots of what’s going on with your business and your clients.

Why choose 3CX as a multichannel contact center?

  • Low Cost: Businesses that use 3CX save up to 80% on license fees and calling costs. Flat-rate annual pricing for all editions based on simultaneous calls offers affordable access to multichannel communication.

  • Full Call Center: 3CX call center software offers phone calls, voicemail, caller ID, fax, call routing, advanced call queueing, and full access from the web and mobile apps.

  • Omnichannel Integration: Video calls, web conferencing, live web chat, Facebook, WhatsApp and text messages for business are all integrated with 3CX.
  • CRM Integration: Salesforce, Microsoft Dynamics, Microsoft Outlook, Office 365, Zendesk, Hubspot, and many other CRMs.

  • Easy to Install: 3CX can be deployed and running in less than an hour using a step by step installation wizard.

Further reading