Multi-channel. Omnichannel. So what’s the difference?

Kevin Payne | August 12, 2013

The term omnichannel is getting a lot of buzz. Just when many companies thought that they had a handle on becoming multichannel companies, along comes omnichannel and a new set of challenges. Are the differences between multi-channel and omnichannel just a matter of semantics or is there an implied change in technical capabilities, business strategy and philosophy?

In the first edition of the [24] Point of View, we asked five industry thought leaders their perspectives on the question “How would you define the difference between a multi-channel and an omnichannel customer experience?” John Bowden, Senior Vice President at Time Warner Cable sums his perspective up nicely stating “Omnichannel anticipates that customers may start in one channel and move to another as they progress to a resolution.

Making these complex ‘hand offs’ between channels must be fluid for the customer. Simply put, omnichannel is multi-channel done right.” You can read more of John’s thoughts along with those of industry analysts Elizabeth Herrell of Constellation Research, Dan Miller of Ovum, John Casaretto of SiliconANGLE and [24]’s Daniel Hong and download the Point of View here.