Our insight


In my previous post, I discussed why contact centres are widening their reach to include non-voice channels such as e-mail, chat and social. I also discussed the difference between multichannel, which handles these as separate silos within the business, and omnichannel, which integrates the channels into one overall customer experience.

If we accept that only omnichannel contact centres will enable companies to remain compliant while they maximise the opportunities of the digital revolution, we need to examine how we put the seamless, frictionless omnichannel concept into practice. We also need to consider how to make the most its potential benefits.

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Omnichannel is a hot topic in contact centres. Many technology vendors make outrageous claims about its market potential, but what is the truth behind the trend? What, for a start, is the difference between multichannel and omnichannel?

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Your call may be recorded. It's a phrase we've all heard when we speak to the bank, get car insurance, take out a mortgage, or do any of the many things we still do over the phone. Companies record customer conversations for quality or training, or because they're working in industries like finance where they have to. But what happens next?

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