Everyone is probably familiar with the following situation: you hear a new, unfamiliar word and think to yourself “Yeah right, another new buzzword...” That's how I felt when I heard “Optichannel” for the first time. But, of course, it makes you curious. What is optichannel compared to omnichannel and multichannel?
It has been common practice for decades now for companies to offer more ways to get in touch than just telephone and email. Offering customers the opportunity to reach customer service via different channels was the first time that customer satisfaction was really put into focus. That's what they thought. However, simply offering several channels did not bring the desired satisfaction to customers or employees. On the contrary, there was frustration on both sides. For the customers, who had to repeat everything x times. But also, for the contact centre employees, who had to frantically click from one application to the next.
So, instead of a multichannel strategy, an omnichannel strategy was needed. The goal was clear: no matter which contact channels a customer uses to interact, he or she should always receive the same effective, fast and friendly help without having to repeat the request. On the other hand are the employees dealing with these customer interactions. They can see all the previous methods of communication the customer has had, irrespective of channel and, in theory, understand the reason for the contact.
Experience from customer projects and various studies, such as the Omnichannel Difference 2024 Report by Forrester, show that the implementation of an omnichannel strategy is worthwhile for most companies. For example, according to the study, companies that implement robust omnichannel strategies have a 46% higher customer lifetime value (CLV).
But in the last 5–10 years in particular, companies have made more and more contact options available for their customer service. In the best case, they have also been implemented in their omnichannel strategies. However, not every channel is used to the same extent for different processes, and it makes sense to analyse the implemented communication channels more closely in terms of their performance and actual use. In addition, resources in companies are scarce and customer expectations and behaviour are changing.
An optichannel strategy is about reviewing and optimising already implemented contact channels in terms of their efficiency for different customer enquiries with the help of valid historical data. The following questions play a decisive role here:
As a result, optichannel strategies aim to deliver the right message to the right target group at the right time via each channel.
Does this mean, on the other hand, that channels are being eliminated? Possibly yes. But not without having a clear and well-structured roadmap. Identify for yourself and your company which channels should and can be optimised and how, and what this in turn means for your customer service strategy.
In my opinion, optichannel is not a buzzword, but a necessary procedure for operating an efficient contact centre. Contrary to what you read in some sources, an optichannel strategy does not replace an omnichannel strategy for me. Rather, it expands it with meaningful analysis and optimisation of the most important communication channels in customer service.
Important maintenance work on our service portal is scheduled for Sunday, 15th September from 8 am – 11 am CEST. This service will be temporarily unavailable. If you have any questions or concerns during this time, please contact our Call Centers.
