Many people may look at omnichannel and multichannel and assume that they mean the same thing and strategy. Sometimes, it is used interchangeably, with the same intention.

Both omnichannel or multichannel, basically is a business strategy about using multiple channels to communicate and interact with customers. The key difference comes from its functions and benefits that will be given to organizations.

An organization that implements multichannel strategy facilitate its customers with the ability to access information through different and multiple channels, but the channel cannot be worked and managed together in a unified way within one platform. It is because each channel provides different services and runs separately from the rest, so each channel will be managed in different platform.

Whereas, an organization that implement omnichannel startegy also facilitate its customers with the ability to access information through multiple channels, but the differences are in terms of its approaches, functions, and benefits.

Omnichannel is a strategy that allows organization to provide the customers with a completely unified experience from the first touchpoint to the last through every channel. Each channel works together to update customer data and journey within one unified system. It means that no matter what channel the customer uses to connect with a brand or product, agent will always be able to provide a customized, relevant message to that customer.

Fast and easy transaction process becomes nowadays’ customer expectation. Customers will prefer to buy products or use services from a company that maintains unity between their channels. For example, If they visit a brand’s Facebook page, they want it to have a similar information when they visit a brand’s website, email, Instagram, Whatsapp, and other channels.

Customers wants to be provided relevant information across channels because it shows brand or service consistency. By integrating and connecting all channels into one system, organizations are able to provide simple, yet effective services to customers and show that they are trusted.

The Differences between Omnichannel and Multichannel

In conclusion, here are the differences of implementing an omnichannel and multichannel strategy:

Omnichannel and multichannel - Phincon
That’s all the information about the differences between omnichannel and multichannel. The differences between those two strategies can be seen from how the organizations manage every customer interaction across channels, and how they value each interaction for business in the future.

To sum up, which are better between omnichannel and multichannel? The answer is depend on goals and needs of each business. Indeed, omnichannel strategy will give more business benefits for organizations.

It is important to know that while omnichannel and multichannel seem similar on the surface, they have major differences that affect the way customers view of a brand.

References:

https://www.genesys.com/blog/post/speak-cx-1-3-multichannel-explained

https://blog.markgrowth.com/whats-the-difference-between-multichannel-and-omnichannel-marketing-375e60b7fb7