Omnichannel customer service: How to deliver seamless support

When 7-Eleven began its operations in the Philippines, it faced a challenge many businesses overlook: delivering exceptional customer service across fragmented channels. Despite aiming for round-the-clock support, 7-Eleven struggled with disconnected touchpoints. 

Enter omnichannel customer service, a strategy that brought order to the chaos. By automating over 100,000 support requests in a year, 7-Eleven achieved more than 95% of Service Level Agreement (SLA) objectives and boosted customer retention with personalized, cohesive responses across all channels.

Across industries, businesses are switching to integrated customer service systems, improving productivity, brand value, and loyalty with faster responses. Here’s everything you need to know about omnichannel customer service and why it is crucial for business success.

What is omnichannel customer service?

Strong customer support drives businesses. A single bad experience can lead to customer churn. With 70% of customer experience leaders struggling to drive customer loyalty, omnichannel support has emerged as a game changer.

Omnichannel customer service is the process of creating a seamless, connected experience across channels—email, chat, social media, and phone. Omnichannel customer support ensures a smooth experience, allowing customers to reach out through any channel without having to repeat their issues.

Imagine a customer emails about an issue, then follows up via live chat, social media, or any other customer service channel. With omnichannel support, the agent has instant access to the entire conversation, making every interaction personalized and efficient. These integrated touchpoints demonstrate the true power of omnichannel support.

Omnichannel vs multichannel: Key differences

The difference between multichannel and omnichannel customer experience lies in how they bridge the gap in customer communication across various channels to deliver a truly unified service experience.

Multichannel approach: Independent channels

Multichannel customer service refers to using multiple channels, such as email, social media, phone, and live chat, to engage with customers. This approach allows businesses to be present on various platforms; however, it often leads to isolated interactions. Each channel operates in a silo, meaning customer data isn’t shared across platforms. 

This disconnection can result in inconsistent experiences, where customers have to repeat themselves or face varied service quality depending on the channel they use. For instance, a passenger may email an airline about changing a flight, then reach out on Twitter when they do not receive a timely response. If the airline’s channels aren’t connected, the social media team may have no record of the email exchange—forcing the customer to start from scratch. This not only wastes time but also creates frustration among customers.

Omnichannel approach: Integrated experience

Omnichannel customer service integrates all communication channels into a unified system, allowing data to flow seamlessly between them. This means that when a customer switches from email to live chat, the support agent has access to the full context of previous interactions. By preserving context and enabling data sharing, omnichannel creates a smooth, personalized journey where customers feel heard and valued, no matter which channel they choose.

Imagine a customer emails a travel service agency to update their itinerary, then later reaches out on a chat platform for a follow-up. An integrated platform ensures that all previous correspondence is available regardless of the channel, so the customer doesn’t have to repeat their information, making the experience smoother and less frustrating.

Omnichannel support: Blueprint for business success in 2025

In 2025, delivering exceptional customer service means adapting to digitally savvy consumers and using integrated support systems across multiple channels. Omnichannel customer service plays a pivotal role in meeting these demands.

Modern customers often switch between channels yet expect seamless and personalized experiences across all touchpoints. Quick response is a necessity; 76% of clients anticipate a 24-hour response on social media. Self service is also seeing a major push, as businesses invest significantly in self-help portals and AI agents.

Key benefits of implementing omnichannel support

• Stronger customer loyalty and retention: 87% of customers appreciate proactive solutions. That is precisely what omnichannel customer support facilitates. An integrated system fosters consistent, personalized experiences, leading to higher customer satisfaction and increased loyalty. Businesses that deliver seamless interactions often witness improved retention rates.

• Enhanced operational efficiency: Integrating support channels streamlines workflows, reduces response times, and boosts productivity. Freshdesk has helped businesses achieve a 40% increase in agent productivity, optimizing resource allocation.

• Deeper customer insights: Unified data across all channels offers a comprehensive view of customer interactions, enabling businesses to understand behaviors, preferences, and pain points more effectively. This personalization can result in a high customer resolution rate at the very first touchpoint. The result? Happy customers.

• Higher revenue and business growth: Fast, efficient service drives customer satisfaction, leading to repeat business. When customers feel heard and helped quickly, they’re more likely to stay loyal to your brand.

• Increase in ROI: Omnichannel customer services can offer you significant ROI over a short period of time. A unified customer experience reflects your brand’s commitment to customers, and happy customers are more likely to refer to others, driving steady business growth.

Assessing your omnichannel support maturity: A three-level check

The first step to enhancing your customer service strategy is understanding where you currently stand. Evaluating your existing channels and identifying gaps helps you uncover opportunities to meet customer needs more effectively. Here is a three level framework to help you evaluate your current capabilities:

Level one: Basic (Multichannel)

At this stage, your organization utilizes multiple support channels, such as email, phone, and social media, but these channels operate independently with minimal interaction between them. Ask yourself the following question: Are your support channels operating in silos, leading to disconnected customer experiences?

Characteristics

• Siloed channels: Each support channel functions separately, leading to fragmented customer interactions.

• Lack of unified customer view: Limited sharing of customer data across channels results in agents having incomplete information.

Level two: Connected

Here, your organization has begun integrating support channels, allowing for some data sharing and context preservation. Diagnostic question to ask: Can your agents access a customer's previous interactions across different channels to provide informed support?

Characteristics

• Partial data sharing: Certain customer information is accessible across channels, but gaps may exist.

• Limited context preservation: Agents can view some previous interactions, though not always in full context.

Level three: Fully integrated

At this level, your organization offers a seamless and unified support experience across all channels. Ask yourself the following question: Does your customer experience feel consistent and personalized, regardless of the channel used?

Characteristics

• Seamless channel transitions: Customers can switch between channels without losing context, ensuring a smooth journey.

• Comprehensive data sharing: All customer information is accessible to agents across channels, enabling personalized interactions.

• Proactive engagement: Utilizing integrated data to anticipate customer needs and offer proactive support.

Four pillars of successful omnichannel customer service

The first step to closing gaps is recognizing where they exist. The next step? Building a strong foundation to bridge these gaps. Here’s what makes the foundation of a well-oiled unified customer service experience: 

1. Customer visibility: A single view of customer

Unified customer data is the foundation of personalized service. A strong omnichannel platform can give you a 360-degree view of customer data, eliminating data silos. This results in tailored interactions based on customer history and preferences, thus ensuring consistent experiences.

2. Channel integration: Seamless transitions between touchpoints

Smooth transitions across channels create a cohesive customer journey. Centralized interactions keep context intact, whether customers switch from email to chat or call, thus enabling seamless multi-channel management.

3. Personalization: Tailored experiences across all channels

Personalization drives loyalty and satisfaction, and an ideal way to incorporate that is via AI agents. AI agents, such as Freddy AI Agent, use insights to predict customer needs and offer personalized recommendations and adaptive support responses. 

4. Continuous optimization: Measuring and improving performance

Omnichannel support leverages data-driven decisions to refine your customer service approach. Using key metrics for performance insights can help identify areas for improvement and ensure your strategy stays effective. 

Essential channels for your omnichannel strategy

To create a truly seamless customer experience, it's crucial to leverage the right mix of channels. The right combination can help you handle even a significant increase in support volume effortlessly. For instance, PharmEasy managed a 200% surge in support volume with the help of Freshdesk. Here’s a breakdown of the key channels to consider:

1. Traditional channels

• Phone support: Offers direct, personal communication, ideal for complex issues.

• Email: Reliable for detailed inquiries and asynchronous communication.

• In-person: Ideal for face-to-face interactions, especially in retail or service environments.

2. Digital channels

• Live chat: Provides real-time support, enhancing customer satisfaction with quick responses.

• Social media: Engages customers where they spend time online, offering both support and brand interaction.

• Self-service portals: Empower customers to find answers independently, reducing support load.

3. Emerging channels

• AI chatbots: Automate responses for common queries, providing instant support 24/7.

• Messaging apps: Platforms such as WhatsApp or Facebook Messenger enable casual, convenient communication.

• Video support: Ideal for complex visual issues, adding a personal touch to digital interactions.

Implementing successful omnichannel customer service strategy

Creating a seamless customer experience requires more than just adding multiple channels. It demands a strategic approach. To ensure your omnichannel support is effective and sustainable, it is essential to assess your current infrastructure, select the right technology, and continuously optimize performance.

1. Assess your current support infrastructure

• Evaluate existing channels: Identify which channels are currently in use and their effectiveness.

• Identify gaps and opportunities: Look for areas where customer needs aren’t fully met.

2. Select the right technology platform

• Key features to look for: Centralized dashboard, multi-channel support, and automation tools.

• Integration capabilities: Ensure seamless connectivity with existing tools.

3. Train your team for omnichannel success

• Skills needed: Adaptability, cross-channel knowledge, and proficiency with omnichannel tools.

• Change management: Prepare your team for new processes and technologies.

4. Measure performance and optimize

• Key KPIs: Customer satisfaction (CSAT), first response time, resolution time, and agent productivity.

• Usage of analytics: Leverage data to identify trends, track performance, and refine your strategy.

Omnichannel customer service best practices

Ready to switch to omnichannel support? Here’s a quick checklist to ensure you’re aligned to what your customers desire:

1. Start with customer journey mapping

Begin by visualizing your customer's path from initial contact to resolution. For instance, a travel company might map interactions from booking inquiries on the website to mobile app check-ins, revealing key moments of truth. This helps identify critical touchpoints for enhancing support.

2. Prioritize data integration

Connect your entire customer data to create a unified history. Imagine an insurance firm linking call center logs with online chat and email records so that agents can deliver personalized, consistent service. This integration avoids information silos across channels.

3. Train agents for cross-channel support

Equip your team with skills for seamless transitions between channels. A tech service provider may run workshops where agents practice shifting from social media queries to phone support, ensuring they handle customer issues with full context. This cross-training builds more adaptable support teams.

4. Implement a progressive rollout

Adopt new channels gradually to manage change effectively. A retail business may introduce live chat on its website first, then expand to social media messaging as the team adapts. This phased approach helps maintain service quality while scaling up.

5. Continuously refine your strategy

Use performance data to evaluate and improve your strategy. For example, a streaming service may analyze resolution times and customer feedback to tweak workflows after each channel integration. Regular refinement ensures ongoing enhancements to customer satisfaction.

Omnichannel customer service examples

Businesses around the world are transforming their customer support with omnichannel strategies. The following real-world success stories demonstrate the power of seamless, integrated customer experiences.

1. Pearson: Enhancing global customer support

Pearson, a leading education company, improved its global customer support by implementing Freshdesk. This transition led to a significant reduction in call volumes and a substantial decrease in cost per resolution. The company engaged over 3 million website visitors through proactive chat campaigns, resulting in a 93% customer satisfaction score. ​

2. Styli: Engaging Gen-Z customers with live chat

Styli targeted its Gen-Z customers to enhance engagement through real-time support. By implementing Freshdesk's live chat feature, Styli offered instant responses, leading to a significant reduction in workload. This proactive approach not only improved customer satisfaction but also streamlined support operations.

3. Bridgestone: Accelerating ticket resolution

Bridgestone, a global tire manufacturer, partnered with Freshdesk to simplify customer service access. This collaboration resulted in a substantial reduction in average ticket age, thus enhancing response times and customer satisfaction. ​

Freshdesk: Future of omnichannel customer support

As customer expectations continue to soar, the future of omnichannel customer support is poised for a transformative change. Imagine a world where every customer interaction feels intuitive, personalized, and seamlessly connected. This isn’t just a possibility; it’s rapidly becoming the standard.

The rise of AI agents and automation is redefining efficiency, empowering businesses to deliver faster, smarter support without sacrificing quality. From AI-driven chatbots that anticipate customer needs to automated workflows that streamline complex processes, the right mix of human and AI technology is likely to be the foundation of customer service.

Freshdesk is designed not just to keep up, but lead the way. With advanced capabilities such as AI-powered customer service, seamless multi-channel integrations, and continuous innovation, Freshdesk ensures your customer service is always a step ahead of the game. 

Ready to transform your customer service? Experience Freshdesk in action to discover how you can improve your omnichannel customer service.