In the customer service industry various terminology is used. In this blog we explore the differences between the commonly used terms contact centres, omnichannel contact centres, and call centres. Whilst they may seem similar at first glance, they differ in terms of scope, communication channels, and customer experience offerings. Let’s break down the key distinctions between them to help you understand what each term truly means.
Call centres: The traditional approach
A call centre is often considered the traditional (possible out-of-date) customer support model. It is typically focused on handling customer inquiries and issues over the phone. Call centres serve as the primary point of contact for a business's customer service operations, where agents handle incoming and outgoing calls related to customer service, sales, technical support, or general inquiries.
Key characteristics of call centres:
- Primarily phone-based: The core channel for communication in a call centre is the telephone. It’s an essential tool for agents to address customer needs in real time.
- Limited channels: Call centres generally focus on voice interactions, although some may offer additional communication methods, such as email or fax, albeit on a smaller scale.
- Dedicated to Handling Volume: Call centres are often structured to manage a high volume of inbound and outbound calls, often relying on scripts and automated systems (such as IVR) to route calls efficiently.
- Cost-effective for basic needs: Call centres are a cost-effective solution for businesses that mainly need to handle voice interactions and offer limited support.
Pros:
- Simple to set up and run.
- Highly effective for phone-based inquiries.
- Suitable for businesses that mainly need voice-based communication.
Cons:
- Limited to phone calls, missing opportunities for more diverse engagement
- May not provide the best overall customer experience as other communication preferences are not prioritised
Contact centres: expanding beyond phones
A contact centre is an evolution of the traditional call centre, expanding the scope of customer service to include multiple communication channels. In a contact centre, businesses handle not only phone calls but also other communication methods, such as email, live chat, social media, and sometimes even SMS or video calls. This provides customers with more options for reaching support, which can improve overall satisfaction and accessibility.
Key characteristics of contact centres:
- Multiple channels: Whilst phone calls remain a central part of contact centre operations, additional channels are introduced to engage customers on a channel of their choice. This might include web chat, email, social media, and even messaging apps.
- Integrated systems: Contact centres often have integrated systems that enable agents to access information across various channels. This helps ensure that agents can provide consistent, high-quality service regardless of the medium.
- Centralised communication hub: In a contact centre, customer service is centralised, meaning that all customer interactions can be tracked and managed within a unified system, regardless of the communication channel.
Pros:
- More flexible for both customers and businesses, as multiple channels are available
- Improved efficiency and responsiveness through integrated technology
- Ability to provide more comprehensive customer service by addressing a wider variety of inquiries
Cons:
- Can be more complex to manage due to the integration of multiple channels
- Requires robust software and tools to ensure seamless communication across platforms
Omnichannel contact centres: seamlessly connected experiences
An omnichannel contact centre takes the concept of the contact centre a step further by providing a truly integrated and seamless experience across all channels. Unlike multichannel systems, where different communication channels operate independently, omnichannel systems offer a unified experience, meaning that the context of a customer’s inquiry follows them across every platform. Whether they reach out via phone, email, social media, or chat, the conversation is consistent, and agents can pick up right where the customer left off.
Key characteristics of omnichannel contact centres:
- Seamless integration across channels: Omnichannel contact centres ensure that no matter how customers choose to interact — whether by phone, live chat, email, social media, or messaging apps — the experience remains consistent, and previous conversations can be accessed easily.
- Unified customer journey: Customers don’t need to repeat themselves or start over when switching between channels. Their history and context are available across all platforms, providing a smooth, continuous journey.
- Advanced technology: Omnichannel solutions can typically rely on sophisticated integrations tools and artificial intelligence (AI) to ensure that all communication channels are connected and offer personalised, real-time responses.
- Proactive and predictive service: These centres leverage data analytics to anticipate customer needs and offer proactive support. By tracking customer interactions across all touchpoints, agents can predict issues and resolve them before they escalate.
Pros:
- Truly seamless experience across all channels, making it easy for customers to switch between touchpoints without frustration.
- Higher levels of personalisation and customer satisfaction due to integrated data and real-time insights.
- Stronger brand loyalty as customers feel more connected and valued.
Cons:
- Can be more complex to manage due to the integration of multiple channels.
- Requires initial training for agents to ensure they can handle a diverse range of channels effectively
So, which is right for your business?
- Call centres are ideal for businesses that need a simple, phone-based customer service model with a focus on handling high call volumes. In a modern digital world, the traditional call centre capability is declining.
- Contact centres offer more flexibility by expanding communication to other channels like email, live chat, and social media, making them a better fit for businesses looking to meet customers where they are, but without the complexity of omnichannel integration.
- Omnichannel contact centres are best suited for businesses looking for a 360-degree view of the customer interactions and provide an exceptional experience. These centres offer the best of both worlds, blending multiple channels into a unified platform for an effortless customer journey.
In conclusion, whilst call centres, contact centres, and omnichannel contact centres all play key roles in customer service, the ultimate choice depends on your business needs, customer expectations, and technological capabilities. For businesses aiming to stay competitive and provide modern, efficient service, transitioning to omnichannel contact centre is a step toward delivering exceptional customer experiences.
If you would like to learn more about how you can transition from a tradition call centre or contact centre to an omnichannel contact centre, get in touch today.