In the current global economy, the cost of fragmented customer experiences has reached critically high levels. Recent industry data indicates that retailers failing to provide a cohesive journey across customer touchpoints risk losing 10% to 30% of potential sales. For decision-makers, the challenge is to harmonise those channels into a single, fluid narrative. Strategic investment in high-maturity engagement models has proven to yield an 18.96% engagement rate, nearly triple that of single-channel approaches.
To lead in this environment, organisations must move beyond the basic premise of digital presence. Understanding what omnichannel customer service is requires a shift in perspective from managing isolated transactions to orchestrating the entire customer lifecycle. It is a commitment to a unified journey where the context of every interaction follows the customer, regardless of the medium they choose.
omnichannel vs multichannel customer service
The industry often uses these terms interchangeably, yet the strategic implications of omnichannel vs multichannel customer service are vast. A multichannel approach focuses on breadth, providing customers with several ways to get in touch — phone, email, and chat. However, these channels typically operate in silos, with separate databases and disconnected teams. This fragmentation leads to high customer effort and inconsistent service levels.
In contrast, the omnichannel model is defined by depth and interconnection. While multichannel is brand-centric, omnichannel is customer-centric, focusing on the experience across those available points. Research suggests that companies with robust omnichannel strategies retain 89% of their customers, compared to a mere 33% for those operating with weak integration.
Infosys BPM re-engineers customer engagement by harmonising fragmented touchpoints into a seamless omnichannel journey. Leveraging an AI-first approach and deep domain expertise, we deliver integrated support solutions that enhance customer loyalty while driving significant operational efficiencies.
actionable insights for decision makers
For industry leaders, the transition to a fully integrated model involves more than a software upgrade. It requires a fundamental re-engineering of the customer value chain.
Translating high-level strategic vision into a scalable operational reality requires a disciplined alignment between your business objectives and the specific technical phases of a global ecosystem deployment.
phase 1: harmonising the data layer
The first technical milestone is the eradication of data silos. In the omnichannel vs multichannel customer service debate, the failure point of the latter is always the "blind spot" between channels. To resolve this, the platform must be built upon a robust Common Data Model (CDM) or integrated via an API-first architecture with the central CRM. This allows for a bi-directional flow of information, ensuring that a customer's purchase history or sentiment analysis is available to the system the moment an interaction is initiated.
Establishing this "single source of truth" requires rigorous mapping of customer identifiers across different platforms.
phase 2: deploying intelligent orchestration and routing
Unlike basic Automatic Call Distribution (ACD), intelligent routing involves a multi-dimensional analysis of the incoming query. The system evaluates the customer's intent, the urgency of the matter, and the specific skill sets required for resolution. This "skill-based routing" ensures that high-value or complex interactions are automatically directed to the most qualified human expert.
Technical leaders must implement automated capacity management. This involves configuring the system to monitor agent workloads in real-time across all active channels. By setting hard and soft limits on how many simultaneous chats or emails an agent can handle, the platform prevents burnout while
maintaining a consistent "Customer Effort Score." This level of orchestration is a hallmark of sophisticated omnichannel customer service.
phase 3: optimising the unified agent workspace
A high-performance interface must consolidate all communication streams into a single, intuitive workspace. By eliminating "tab-toggling", organisations can significantly reduce Average Handle Time (AHT). The interface should provide a chronological "activity feed" of all past interactions.
Incorporate AI-driven "agent assistance" tools within this workspace to provide real-time suggestions, knowledge base articles, and automated macros. These tools empower agents to deliver faster, more accurate responses, directly contributing to the 89% customer retention rates observed in leaders of the omnichannel space.
phase 4: governance, security, and scaling
A successful implementation must adhere to stringent global standards for data privacy and security, such as GDPR or HIPAA. This involves encrypting data at rest and in transit, and ensuring that the omnichannel support platform supports granular Role-Based Access Controls (RBAC). Security should never be a bolt-on; it must be baked into the architecture of the engagement ecosystem from day one.
Finally, the system must be built for scalability. As market trends evolve and new social platforms emerge, the architecture must be flexible enough to integrate new "nodes" without disrupting the existing workflow. Continuous monitoring and A/B testing of routing logic allow for an iterative approach to performance, ensuring the brand remains future-ready in a dynamic digital world.
The data supporting this shift is undeniable. Beyond retention, omnichannel strategies drive significant improvements in agent productivity. By automating repetitive tasks through an integrated platform, human experts are freed to handle high-value, emotionally resonant interactions. This leads to higher job satisfaction for staff and better health outcomes for the brand's bottom line.
frequently asked questions:
- Which capabilities define an omnichannel operating model (vs. “many channels”)?
- What technical decisions most often make or break omnichannel ROI at scale?
- How should intelligent routing be designed for high-value customers and complex issues?
- What governance and security requirements should be treated as “architecture,” not implementation detail?
An omnichannel model is defined by connected interactions where customer context carries across channels, not just offering multiple contact options.
From a platform standpoint, that typically requires an integrated data layer plus orchestration/routing so service does not reset when a customer switches channels.
Most failures stem from unresolved data fragmentation—if identifiers and interaction histories are not unified, routing and agent productivity improvements remain marginal.
The draft positions a Common Data Model (CDM) or API-first integration with a central CRM as the core decision to eliminate silos and enable bi-directional context sharing.
Routing should evaluate intent, urgency, and required expertise, then apply skill-based assignment with real-time capacity controls to protect service levels across channels.
This approach goes beyond basic distribution by using multi-dimensional logic and workload governance to reduce effort and stabilize experience quality.
The draft recommends security-by-design (encryption in transit/at rest and role-based access controls) aligned to relevant privacy requirements such as GDPR/HIPAA.
It also stresses scalability and continuous optimization (monitoring and A/B testing routing logic) so new channels can be added without breaking workflows.
