SQM Group

Omni-Channel Best Practice for Improving CX

Given that at least 20% of customers use two or more contact channels to resolve the same inquiry or problem because of a channel failure, it should be viewed as essential to understand the customer’s multi-channel experience if an organization wants to improve Csat. Of the organizations who are trying to improve the experience for customers who use two or more contact channels to resolve the same inquiry of problem, many of SQM’s clients are using an omni-channel strategy. At its core, an omni-channel practice is a multi-channel customer service approach that provides the customer with an integrated experience to resolve their inquiry or problem. For example, a customer can be shopping online and then decides to phone the call center. With an omni-channel practice, the CSR sees all of the customer’s online information resulting in the customer not having to start their transaction from the beginning and therefore making it a seamless experience. There is much confusion on identifying the differences between multi-channel and omni-channel from a customer experience point of view. Essentially, it comes down to the depth of the integration. However, to help clarify customer experience differences between the contact channel operating practices, SQM has developed the following definitions:

  • Omni-channel – Defined as a customer who had a seamless experience across all contact channels that they used for resolving the same inquiry or problem. Put differently, when a customer used another channel to resolve the same inquiry or problem they were able to pick up from where they left off in the previous channel and, as a result, did not have to start from the beginning.
  • Multi-channel – Defined as a customer who did not have a seamless experience when using multiple channels to resolve the same inquiry or problem. In other words, the customer had to start their interaction from the beginning each time they used another channel to resolve the same inquiry or problem.
  • One contact resolution – Defined as a customer who resolved their inquiry or problem in one contact using one channel.

Omni-Channel Best Practice Case Studies

2017 CX Best Practice Award Winner – Omni-Channel – World Vision Canada

World Vision Canda

World Vision Canada (WVC) is a Christian global relief, development and advocacy organization. We partner with children, families and their communities to reach their full potential by tackling the causes of poverty and injustice. Empowering people out of poverty, World Vision helps more than 4 million children in nearly 100 countries. Fighting for what matters. For every child. For the last 65 years.

Our previous contact center experience for agents and donors was often challenging in the absence of readily accessible information showing the touch point activities that our donors experienced when contacting WVC. By harnessing an omni-channel communication platform, we have enabled our contact center agents to be more customer-centric, broadened the options available to our donor’s, and empowered WVC to deliver a seamless, and exemplary customer service experience.



2016 CX Best Practice Award Winner – Omni-Channel – BlueCross BlueShield of South Carolina

BlueCross BlueShield of South Carolina is the only South Carolina-owned and operated health insurance carrier and has been offering security to Palmetto State citizens for more than 65 years. BlueCross BlueShield of South Carolina is also one of South Carolina's largest employers. We offer the largest provider networks in the state, offering members the greatest choice in doctors, hospitals, and other health care providers. Contact centers strive to give members a seamless customer experience across all channels. At BlueCross BlueShield of South Carolina, we have created a product that captures every channel through which a member tries to reach us. We have chosen to make this commitment so that our Customer Service Advocates (CSAs) can see everything the member does in real time, so our CSAs or other employees can assist the member without the member having to repeat themselves.



2015 Contact Center FCR Best Practice Award Winner – Omni-Channel – American Express

American Express

American Express Canada has a rich 163-year heritage of service, which is at the core of the company’s vision to become the world’s most respected service brand. Every touch point we have with a customer is an opportunity to deepen our relationship with them, whether it is through Inbound Phone, IVR, Mobile and/or PC.

American Express takes a novel approach to customer care by investing in new resources, changing hiring standards and training practices, shifting employee compensation to align with customer feedback, and empowering employees with a service ethos, Relationship CareSM. This service ethos is the overall strategy to deepen customer relationships by providing tailored information and service that reinforces the value of products and services for individual customers, and to resolve inquiries upon first contact, regardless of channel.



One Contact Resolution 2nd Edition