United Telecoms guide to SA's omnichannel contact centres

Johannesburg, 14 Nov 2023
CRM integration – for immediate access to customer data.
CRM integration – for immediate access to customer data.

Omnichannel contact centres are a product vertical rapidly gathering acceptance among South African organisations looking to turn their traditional voice offering into a productivity tool for business. "We are seeing businesses use it to elevate their communications with customers and drive massive efficiencies across their organisations," said Ryan Lumley, Sales Director at United Telecoms.

Recent breakthroughs in AI and software have shown businesses the potential around harnessing their data to improve all aspects of their underlying businesses. By connecting multiple communication channels – think calling, e-mail, SMS, social, web and WhatsApp into one unified system – businesses can improve the overall customer service experience they provide. To properly implement such a strategy in your organisation requires understanding its key features and advantages, something that needs researching beforehand in order to have success with an omnichannel contact centre approach.

Key takeaways

  • Omnichannel contact centres provide unified customer service, enhancing customer satisfaction and experience.
  • Key components of an omnichannel contact centre include a unified dashboard, intelligent routing and CRM integration.
  • Best practices for managing an omnichannel strategy include monitoring and adapting to customer preferences, leveraging AI and automation tools, and ensuring consistent brand messaging across channels.

Understanding omnichannel contact centres

Omnichannel contact centres unified dashboard.
Omnichannel contact centres unified dashboard.

Omnichannel contact centres, also known as multichannel contact centre platforms, allow businesses to unify customer conversations and interactions by integrating various communication channels into a single interface. By utilising omnichannel software for their contact centres, companies are able to efficiently manage all forms of customer interaction (such as phone calls, chats, e-mails, texts messages and social media), while using the relevant data they collect from these engagements in order to provide personalised support that leads to improved retention rates year over year. Due to its ability to synchronise information across different channels, an effective implementation of this technology can greatly enhance both customer satisfaction with service experience levels plus agent productivity through smarter decision-making based on collected data.

The evolution from multichannel to omnichannel

The move from multichannel to omnichannel contact centres has brought about a significant rise in customer service. Multichannel call centre operations were divided into distinct channels, which caused data silos and impeded the client experience. Conversely, with an omnichannel approach, these restrictions are eliminated so customers can use their favoured communication methods while still having a reliable journey throughout their interaction.

Key components of an omnichannel contact centre

An omnichannel contact centre is an effective way to enhance customer satisfaction and it requires several essential components, like a unified dashboard, intelligent routing as well as CRM and general third-party API access or integration. Through the unified dashboard interface, all communication channels can be managed by agents from one spot, which makes their workflow more organised and efficient. With the help of smart routing, customers can connect quickly to exactly the right agent who best fits their needs in order for wait times to decrease substantially while levels of user satisfaction go up.

The connection between the contact centre platform plus a CRM system facilitates access to relevant data about each consumer so that personalised service experiences are possible – due to this seamless entrance into customer information, not only does problem-solving become faster, but decision-making processes benefit too, since crucial details on preferences, along with past history, automatically pop up, enabling agents to gain full understanding thereof.

Advantages of implementing an omnichannel contact centre

Omnichannel contact centres ensure smooth communication channels.
Omnichannel contact centres ensure smooth communication channels.

Using an omnichannel contact centre has a variety of advantages, such as improved customer experience and elevated agent productivity. Personalised support and fast response times increase satisfaction for customers while deepening relationships.

For agents, the same system ensures smooth communication channels that provide access to needed client information in order to work more efficiently. Lastly, analysing data from all available channels allows businesses to make smarter decisions on their strategies concerning customer service delivery.

Enhanced customer experience

Omnichannel contact centres are a great way to enhance customer experience, as they provide personalised assistance, faster response times and real-time access to pertinent data for customers. This leads to enhanced understanding of the needs and demands of consumers with engaging experiences.

Offering self-service options that allows clients swift resolutions without burdening agents ensures high satisfaction levels among both parties. It also enables professionals in these services to provide exceptional support when needed most while allowing for more precise attention given to critical queries brought forth by purchasers. Lastly, obtaining relevant customer information from omnichannel contact centre sources provides an opportunity for businesses that opt into such strategies to gain insight on their clientele’s behaviour, thus ensuring better relations all round going forward.

Increased agent efficiency

A successful omnichannel contact centre can provide numerous advantages, one of which is enhanced agent efficacy. Through consolidating communication channels and providing real-time access to customer data, agents are able to handle enquiries more effectively as well as quickly. The integration enables smooth transitions between various platforms, ensuring that customers receive top-notch service without any interruptions in terms of experience or quality.

By equipping representatives with necessary information required for a satisfactory outcome, businesses optimise their staff productivity while also upping customer satisfaction rates at the same time. This ultimately leads to an overall improved user experience from start to finish when using this type of contact centre platform!

Data-driven decision-making

Omnichannel contact centres allow for more informed decision-making due to their ability to collect and assess customer data from all communication channels. Companies can utilise these insights, derived from analysing consumer behaviour and preferences, in order to improve the quality of customer service, such as shorter response times or personalised interactions. As a result of effectively utilising this information through omnichannel contact centres, businesses are able to maximise satisfaction while optimising operational efficiency, thereby driving business growth.

Essential features of an omnichannel contact centre solution

Unified dashboard.
Unified dashboard.

An omnichannel contact centre solution should contain a unified dashboard for managing all types of communication channels, intelligent routing to connect customers with the right agent and CRM integration in order to quickly access customer data. This combination can give businesses an improved level of customer experience through optimised agent performance, allowing them to create personalised interactions and gain visibility into customer conversations via contact centre software.

Unified dashboard

A unified dashboard in a contact centre that handles multiple communication channels serves to increase productivity and organisation. By aggregating customer info and interactions from various sources, agents can quickly access necessary data for offering more tailored service experiences.

With the help of such an interface, personnel are able to keep up with customers across all applicable platforms without having to switch between systems or applications. Plus, it helps streamline operations so as to save time when addressing enquiries and managing issues efficiently.

Intelligent routing

Intelligent routing.
Intelligent routing.

In an omnichannel contact centre, intelligent routing makes sure customers are connected to the most suitable agent for their needs right away. This enhances customer satisfaction and helps reduce wait times. The benefits of this technology include shorter handle time, faster assistance, improved productivity in a call centre setting as well as providing customers with a consistent experience across all channels. By implementing these methods, businesses can achieve optimal operations within their contact centres while also offering excellent service tailored to each individual’s preferences or requirements.

CRM integration

CRM integration in an omnichannel contact centre gives agents immediate access to customer data, which allows them to deliver tailored support and make informed decisions. By linking the contact centre with a CRM system, reps have all of the required details at their fingertips when it comes to client information. This results in better personalised service, recognition of preferences and prior interactions for quicker problem-solving and decision-making processes.

The benefit for customers is that they receive more efficient resolution times together with product or service suggestions specifically designed according to their individual needs. By integrating a CRM into your platform, you can increase agent performance due to its ability to provide staff members with instant visibility over clients’ history whenever assistance is needed, empowering them to take appropriate action depending on each case accordingly, while contributing positively towards improving overall experiences from start till finish.

To sum up, establishing connections between systems maximises opportunities available within organisations via increased attention dedicated to each relationship, while simultaneously recognising revenue streams generated simply because teams are provided complete control surrounding relationships held based on mutual trust. This trust, established many years ago during initial exchanges online, now lead today’s very digital conversations taking place through mobile channels, which is now considered one of the primary preferred sources of direct communication.

Steps to implementing an omnichannel contact centre strategy

Businesses can maximise their customer satisfaction, contact centre operations and agent productivity by properly implementing an omnichannel contact centre strategy. This includes evaluating existing service channels, selecting the right solution for communication on multiple platforms, as well as training employees in using it effectively. When done correctly, these steps can ensure improved customer engagement through this type of communication approach while maintaining optimal efficiency within the organisation’s call centres.

Assess current customer service channels

Prior to implementing an omnichannel contact centre strategy, businesses need to review their existing customer service channels in order to spot opportunities for improvement and determine which should be prioritised. This assessment can give insights into how well your current offerings meet the needs of customers as well as discover any gaps or challenges that require resolution.

Gathering feedback from consumers, monitoring performance metrics related to customer support operations and closely examining all available communication options are a few approaches organisations can use when looking at possible areas where there is room for growth in terms of providing adequate customer service solutions. Knowing who your target audience is will enable companies to decide which platforms suit them best and optimise their overall omnichannel contact centre strategy accordingly.

Choose the right omnichannel contact centre solution

When evaluating your current customer service channels, the next step is to find an appropriate omnichannel contact centre solution that meets all of your company’s needs and offers features such as a unified dashboard, smart routing capabilities and CRM integration. There are several solutions on offer with varying specifications, so it’s important to do ample research in order to compare them before deciding on one.

Cost efficiency should be taken into consideration alongside the hosting method needed for its implementation process, along with necessary features like agents required, etc. It is also imperative that you choose a system which has room for growth over time, making sure that long-term strategies regarding omnichannel contact centres remain effective and efficient.

Train and empower agents

The omnichannel contact centre strategy must be finalised with the training and enablement of its agents to effectively use their solutions. This entails having them expertly comprehend hardware and software for an omnichannel approach, while honing in on both soft skills such as communication or active listening plus other capabilities that could improve performance. Providing feedback sessions regularly can assist businesses in optimising their contact centre operations geared towards comprehensive customer service experience, leading to increased agent productivity, client satisfaction and a seamless interaction with customers through an enhanced omnichannel platform.

Best practices for managing an omnichannel contact centre

Businesses should monitor and adjust to customer needs, use AI and automation tools, and remain consistent in their branding messages to properly manage an omnichannel contact centre. With these strategies deployed effectively, businesses can ensure optimised operations of the call centre for increased levels of customer satisfaction, which leads to positive growth outcomes.

Monitor and adapt to customer preferences

To guarantee the best customer experience, it is essential to track consumer inclinations and modify your omnichannel strategy as required. By examining interactions and activities over a few channels, companies can gain comprehension into client necessities so they may: customise experiences according to needs, suggest personalised recommendations; deliver focused campaigns on marketing messages; and advance their customers’ journeys in order maximise satisfaction. This proactive attitude towards managing customer experience creates increased loyalty among clients, leading them to stay with the company for longer terms.

Businesses need to be flexible by frequently gauging feedback from clients, along with modern industry practices, while refining their omnichannel contact centre approaches to ensure that these strategies remain both effective and pertinent, resulting in bettering user contentment rates and deepening the commitment of shoppers.

Leverage AI and automation

By utilising AI and automation in an omnichannel contact centre, businesses can improve their operations as well as customer satisfaction. Automating reoccurring procedures allows agents to direct more attention to essential client service enquiries while chatbots and virtual assistants empower customers with the capability to solve issues without relying heavily on representatives. Through using such tools, companies can refine their contact centre activities while providing a high-level customer experience. Conversational AI coming from suppliers such as United Telecoms allows functionality such as rapid assessment of the tone and temperament of all inbound and outbound calls, allowing you to rapidly improve customer satisfaction.

Ensure consistent brand messaging

For a cohesive customer experience across all contact centres and communication channels, consistent brand messaging is critical. Companies should set up branding guidelines as well as an overarching voice that applies to every channel so they can make sure their values are adequately transmitted through each interaction with customers.

This consistency in terms of promotion, message delivery and service provision has various advantages, including enhancing customer loyalty and trust, while also providing remarkable user experiences, which leads to better satisfaction levels along with maintaining clients’ retention rates in the competitive arena.

By focusing on uniformity when it comes to products/services advertisements or a company’s methods for reaching out – businesses will be able to craft a unique, recognisable experience, leaving memorable impacts on users' overall impressions about them.


An omnichannel contact centre is a necessity for businesses seeking to provide an excellent customer experience via multiple communication channels. By creating and implementing a suitable strategy, along with adhering to the best practices of managing these centres, firms can not only improve their customers’ satisfaction levels, but also enhance agent productivity while driving growth in parallel. The ever-changing world keeps raising customer expectations, which makes embracing an omnichannel approach all the more important for organisations aiming to succeed today’s competitive marketplace.


Editorial contacts

Candice Evans
Marketing & Customer Success Manager
(086) 001 8500