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This is the fundamental difference between multi-channel and multi-touch service. The Multi-touch Difference Now don't get me wrong, multi-channel service has done a lot to help define and shape the end-to-end customer experience. As I mentioned in a previous blog, however, the problem with multi-channel service is that channels act independently in this environment. This means that any data captured across these channels is kept in silos, creating fragmented and isolated communications for customers and representatives alike.
Unfortunately, about 90 percent of businesses today still operate within this type of environment. This is why consumers still find themselves dealing with the biggest dissatisfier in customer service: repeating the same information to multiple agents across multiple channels during the same interaction.
In a multi-channel environment, channels aren't intelligently tied together. Omni-channel service-in which contextual information travels from channel to channel-seems to alleviate these pains; however, there's still the issue of enabling a contextual visualization of the customer journey organization-wide (in other words, beyond the contact center).