Multi-channel means retailers are using various platforms to get in touch with the customers’ needs. Mobile apps, websites, SMS, phone hotlines, and in-store services are the usual communication channels a business taps into. But that is the end of the story; retailers are only present on all these platforms, they are not connected to each other.

On the other hand, an omni-channel system connects all these platforms to better serve the customers. It is a marketing approach that provides customers a seamless experience as they transfer from one interactive communication tool to another. Users want to have a seamless transfer between different communication channels. There should be continuity when they talk to a customer service representative over the phone and then decide to continue their conversation over chat. There should be no loss in context during the transfer so that the rhythm of the conversation is not broken.

The omni-channel experience is particularly important to mobile users. They want to be able to quickly switch from text and call to social media chat channels whenever it is convenient for them. The shift from one platform to another must be fluid so that the experience and quality of service received remain consistent.