Despite its benefits and the possibility of offering an ideal scenario for companies, is it worth betting everything on a single omnichannel tool?

Some time ago, call centers topologies were composed of many platforms, like PABX/DAC, URA (audible response unit), dials, recorders, CRM, etc.

After this phase, the concept of multichannel appears. The new was certainly a great progress for the customer relationship sector of many companies, once that allowed the providers to offer a set of solutions, associating voice, chat, email and other resources on a single complete platform.

However, this multi channel platform lacked the input integration mechanism and, consequently, it wasn’t possible to map the customer journey.

In a natural evolution of the process, in the mid-2000s, the omnichannel was born.

Really similar from the multichannel concept, the omnichannel platform integrates different service channels, from phone calls to smart chatbots.

Besides that, the omnichannel also stores relevant information and services history in a single database, generally cloud-based, being able to map consumer needs and preferences during each contact with the brand and thus ensure a positive experience both online and offline.

This scenario refers to the ideal, because improving the customer experience, bringing them closer to the brand (making them loyal) and offering a more agile and personalized service was everything the companies expected. But, if we stop to think, we can have a problem here.

Because of that, to evaluate if it is worth betting “all eggs” on omnichannel, we must go back to the beginning of topologies.

When the PABX/DAC presented any problem, the smart URAs – in a topology ahead of the DAC – could continue the service, including transferring support requests to agents, even without the pop-ups.

When these Audible Response Units, that are nothing more than an intelligent call routing system for specific teams or departments presented some problems, the calls could be transferred to the agents even without identification. And so on…

In the current scenario, however, omnichannel works in the cloud and on the same platform, the problem can be very serious.

If a problem occurs in the cloud, for example, the whole system will be down. Besides that, if the omnichannel platform presents a problem or crashes, the whole process will also be down.

It is obvious that today, where everything is digital, companies have capable professionals and take precautions with backup solutions and other contingency strategies to avoid disasters, threats or information leakage.

However, it is still really common for us to see on the news great companies, especially the ones from the banking and retail sector, suffering with the complete stoppage of its omnichannel solutions, causing, in addition to financial losses, customer dissatisfaction.

To avoid this kind of situation, it seems obvious to me, as a CEO of a company that provides omnichannel solutions for call centers and contact centers, that the best alternative is dividing the service, that is, voice channels (URAs) serving separately from digital channels, but in an integrated manner.

And I say more: not only in an integrated way, but also allowing a coexistence in harmony, where it is possible to track the entire customer journey in reports that communicate.

This might be the ideal world…

Antimo Gentile, CEO of DNK Infotelecom.

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