{"id":56223,"date":"2025-11-27T13:14:40","date_gmt":"2025-11-27T12:14:40","guid":{"rendered":"https:\/\/enreach.es\/?p=56223"},"modified":"2025-12-01T10:49:31","modified_gmt":"2025-12-01T09:49:31","slug":"common-mistakes-to-avoid-when-setting-up-an-omnichannel-strategy-for-contact-centre","status":"publish","type":"post","link":"https:\/\/enreach.es\/en\/blog\/common-mistakes-to-avoid-when-setting-up-an-omnichannel-strategy-for-contact-centre\/","title":{"rendered":"3 common mistakes to avoid when setting up an omnichannel strategy for contact centre"},"content":{"rendered":"<p data-start=\"0\" data-end=\"278\">More and more brands are choosing to <strong>offer multiple contact channels<\/strong>. For web visitors: an instant\u2011messaging <strong>chat<\/strong>; for new consumers: <strong>WhatsApp<\/strong> or <strong>Instagram<\/strong>; for more complex complaints: a dedicated <strong>email address<\/strong> or a <strong>phone number<\/strong>.<\/p>\n<p data-start=\"280\" data-end=\"493\">Having many channels gives the image of a company that \u201cis there whenever it\u2019s needed\u201d, <strong>but that isn\u2019t everything<\/strong>. Enabling these contact points <strong>without an effective strategy<\/strong> \u2014 or without an <a href=\"https:\/\/enreach.es\/en\/customer-engagement\/cloud-omnichannel\/\" target=\"_blank\" rel=\"noopener\">omnichannel contact centre software<\/a> \u2014 can mean that your investment does not translate into better service or a better customer experience.<\/p>\n<p data-start=\"495\" data-end=\"655\">In this article we outline the <strong>3 most common mistakes&lt;\/strong) companies make when implementing an omnichannel strategy <strong>without putting the customer at the centre<\/strong>.<\/strong><\/p>\n<h2><strong>COMMON MISTAKES WHEN IMPLEMENTING AN OMNICHANNEL STRATEGY IN THE CONTACT CENTRE<\/strong><\/h2>\n<h3><strong>1. NOT HAVING ALL CHANNELS CONNECTED TOGETHER<\/strong><\/h3>\n<p data-start=\"204\" data-end=\"434\">Some companies <b>enable digital channels<\/b> without stopping to consider <strong>the best way for all those messages to be managed<\/strong> by the customer\u2011service, technical\u2011support or sales team.<\/p>\n<p data-start=\"436\" data-end=\"710\">If you can\u2019t manage different contact points from the same platform, it becomes chaotic. Each channel ends up working like an <strong>island<\/strong>: what the customer says via WhatsApp isn\u2019t visible to the web\u2011chat team, emails don\u2019t show up when they call by phone \u2014 and so on.<\/p>\n<p data-start=\"712\" data-end=\"951\">If you\u2019ve also outsourced services to <strong>different providers<\/strong>, complexity increases even further.<\/p>\n<p data-start=\"712\" data-end=\"951\">Ideally, you should use omnichannel customer\u2011service software that allows you to manage all key contact channels <strong>from a single environment<\/strong>.<\/p>\n<h4 data-start=\"712\" data-end=\"951\"><strong>CUSTOMER BENEFITS<\/strong><\/h4>\n<ul>\n<li data-start=\"712\" data-end=\"951\">No need to <strong>repeat information<\/strong> at each interaction.<\/li>\n<li data-start=\"712\" data-end=\"951\">No need to send the <strong>same documents twice<\/strong>.<\/li>\n<li data-start=\"712\" data-end=\"951\">Receive a <strong>quicker response<\/strong>.<\/li>\n<li>Not to feel <strong>frustrated<\/strong>.<\/li>\n<\/ul>\n<h4 data-start=\"712\" data-end=\"951\"><strong>CONTACT\u2011CENTRE TEAM BENEFITS<\/strong><\/h4>\n<ul>\n<li data-start=\"712\" data-end=\"951\">Have a <strong>unified interaction history<\/strong> within the platform.<\/li>\n<li data-start=\"712\" data-end=\"951\">Archive conversations that have already been resolved via another channel.<\/li>\n<li data-start=\"712\" data-end=\"951\">Maintain a <strong>clear traceability<\/strong> of previous contact reasons \u2014 helping you anticipate why the customer is reaching out again.<\/li>\n<\/ul>\n<p data-start=\"1604\" data-end=\"1801\">When channels aren\u2019t managed from a single platform, and there\u2019s no unified history of previous interactions, the customer often feels like they\u2019re <strong>starting from scratch every time<\/strong> they call support or customer service. If you can\u2019t guarantee they\u2019ll get the same agent each time \u2014 at the very least \u2014 <strong>you can avoid making them repeat themselves<\/strong>.<\/p>\n<h3><strong>2. NOT HAVING REAL AGENTS AVAILABLE ACROSS ALL CHANNELS<\/strong><\/h3>\n<p data-start=\"67\" data-end=\"455\">Another very common mistake is assuming that having a bot on WhatsApp or web\u2011chat means you\u2019re \u201ccovering\u201d that channel. On paper it sounds good: quick replies, 24\/7 availability, less burden on the team. In reality, when the customer faces a real problem \u2014 a defective product, an incident, an incorrect charge \u2014 <strong>what they need is to speak to a person<\/strong>.<\/p>\n<p data-start=\"457\" data-end=\"804\">The problem surfaces when all roads lead to a bot that only handles FAQs. The customer explains their issue, attaches a photo, outlines the problem\u2026 and receives \u201cthis channel doesn\u2019t offer human support\u201d. <strong>The frustration is enormous<\/strong>: the channel exists, but is useless for their situation.<\/p>\n<p data-start=\"806\" data-end=\"1224\">Bots are very useful to <strong>filter simple queries<\/strong>, <strong>collect basic data<\/strong>, <strong>give generic information<\/strong> or <strong>complete certain processes<\/strong>. But if some types of queries aren\u2019t escalated to human agents, you\u2019re bound to leave the customer feeling <strong>frustrated and ignored<\/strong>.<\/p>\n<p data-start=\"1226\" data-end=\"1643\">Having human agents available across all channels doesn\u2019t necessarily mean offering 24\/7 support (unless your product or service demands it) \u2014 but it does mean <strong>defining clear boundaries<\/strong>: what the bot handles, what gets escalated to a human, what hours people are available, and <strong>making that clear from the outset<\/strong>.<\/p>\n<p data-start=\"1226\" data-end=\"1643\">What matters most is that, when customers face certain issues, they can find a real person on the other end. If that doesn\u2019t happen, the outcome is that they\u2019ll feel like <strong>no one is taking responsibility<\/strong>.<\/p>\n<h3><strong>3. FAILING TO PROVIDE A CLEAR SOLUTION FOR THE MOST COMMON ISSUES<\/strong><\/h3>\n<p data-start=\"0\" data-end=\"340\">If you\u2019re an online retailer, chances are many of your calls and messages will relate to <strong>delivery problems<\/strong>: late shipments, defective items, wrong products, etc. These calls or chats are rarely isolated \u2014 they tend to be the norm for your agents.<\/p>\n<p data-start=\"342\" data-end=\"626\">If you know what the <strong>most frequent queries are<\/strong>, failing to state clearly on your website or in your confirmation emails that, in case of delivery issues, customers should contact a specific channel \u2014 <strong>makes life unnecessarily difficult for them<\/strong>.<\/p>\n<p data-start=\"628} data-end=\">The problem is worsened when you offer several contact channels. From a customer\u2019s perspective, logic is simple: if there\u2019s web\u2011chat, WhatsApp, email and phone, it doesn\u2019t matter which one they choose \u2014 <strong>support should be the same<\/strong>. When that doesn\u2019t happen, each channel they try that doesn\u2019t solve their problem <strong>becomes a friction point<\/strong>.<\/p>\n<p data-start=\"968\" data-end=\"1238\">It\u2019s understandable that as a brand you may not want to expose a \u201csensitive\u201d email to avoid spam. But the key question should be: <strong>is it really worth protecting that inbox if it risks undermining your whole customer experience?<\/strong><\/p>\n<h2><strong>REAL\u2011WORLD EXAMPLE: WHEN OMNICHANNEL IS POORLY EXECUTED<\/strong><\/h2>\n<p data-start=\"742\" data-end=\"1001\">Picture this: you buy something online and, for whatever reason, the item arrives <strong>defective<\/strong>. You look for the order confirmation email and find a button to trigger a return. But \u2014 surprise \u2014 you learn <strong>you must pay for the return shipping<\/strong>.<\/p>\n<p data-start=\"1003\" data-end=\"1127\">Since the item arrived broken, you decide to contact customer service to request a free pick\u2011up.<\/p>\n<p data-start=\"1129} data-end=\">You open the store\u2019s app (or website), head to the support section, and see they only answer by phone between 9:00\u202f\u2013\u202f18:00. If you finish work at 18:00, that option is off the table.<\/p>\n<p data-start=\"1338\" data-end=\"1562\">You are relieved to see they have digital channels available: <strong>WhatsApp<\/strong> and an instant\u2011messaging <strong>chat<\/strong>. Checking both, you see that the chat is only available until 19:00, so you go for WhatsApp.<\/p>\n<p data-start=\"1564} data-end=\">You start the conversation, explain what happened, attach the photo showing the defect \u2014 and get a bot reply telling you there\u2019s no human support on that channel, that it\u2019s only for FAQs.<\/p>\n<p data-start=\"1855} data-end=\">You return to the app and open the chat, hoping they\u2019ll resolve the issue in the remaining half\u2011hour. You copy and paste the previous message \u2014 but now can\u2019t attach the photo. You immediately get an automated reply saying there\u2019s a high volume of requests, and to wait for an agent to become available.<\/p>\n<p data-start=\"2189} data-end=\">A couple of minutes later, an agent asks for your email address. You provide it \u2014 and receive no confirmation of receipt. After a few minutes, the chat times out and closes, with no way to recover it.<\/p>\n<p data-start=\"2452} data-end=\">You open another chat. You copy\u2011paste your message again and once more get the automated response. Shortly afterwards you chat with a different agent, who asks for your order number, full name and email (again). You comply; they say they\u2019ll check and get back to you.<\/p>\n<p data-start=\"2810} data-end=\">Ten minutes before the agents\u2019 shift ends, you start worrying whether the issue will be resolved. Eventually the agent replies saying you must <strong>send an email<\/strong> to a specific inbox with a photo attached.<\/p>\n<p data-start=\"3038} data-end=\">You send the email \u2014 but receive <strong>no automatic acknowledgment of your request<\/strong>.<\/p>\n<h3 data-start=\"3137} data-end=\"><strong>WHAT DOES THE CONSUMER FEEL \u2014 AND WHAT IMAGE DO THEY GET OF THE BRAND?<\/strong><\/h3>\n<ul>\n<li data-start=\"232} data-end=\">That they wasted almost an hour trying to make contact over a quality\u2011control issue that wasn\u2019t their fault.<\/li>\n<li data-start=\"349} data-end=\">That the brand they purchased from doesn\u2019t offer customer service <strong>adapted to their needs<\/strong>.<\/li>\n<li data-start=\"444} data-end=\">That the brand <strong>could have told them this upfront<\/strong> \u2014 before making them try every channel.<\/li>\n<li>That the brand\u2019s omnichannel offering <strong>is more fa\u00e7ade than substance<\/strong>: lots of channels, but no real integration.<\/li>\n<li data-start=\"641} data-end=\">That they didn\u2019t use a channel like WhatsApp to resolve the issue swiftly \u2014 even though it offers text and image sharing.<\/li>\n<li data-start=\"742} data-end=\">That there\u2019s <strong>no basic automation<\/strong> in place for what is supposed to be the main support inbox.<\/li>\n<li data-start=\"989} data-end=\">That next time they might prefer buying from another store \u2014 where, if something goes wrong, they don\u2019t have to fight so hard just to get support.<\/li>\n<\/ul>\n<h2><strong>FINAL THOUGHTS<\/strong><\/h2>\n<p data-start=\"0\" data-end=\"203\">No matter what business you\u2019re in \u2014 we\u2019re all consumers: we buy things, we subscribe to services, and at some point most of us experience an incident.<\/p>\n<p data-start=\"205} data-end=\">When deploying an omnichannel strategy in any customer\u2011facing department, you must start from a very simple idea: <strong>if you don\u2019t clearly state the purpose and hours of each channel upfront<\/strong>, customers will assume they can receive the same level of support everywhere.<\/p>\n<p data-start=\"521} data-end=\"><strong>It\u2019s not essential to offer the same level of support on all channels<\/strong>, but it is crucial to communicate this before the user picks their preferred channel \u2014 so they don\u2019t realise too late that they can\u2019t use it for their request. The more transparent you are, the less friction you\u2019ll create.<\/p>\n<h2><strong>DON\u2019T KNOW OUR OMNICHANNEL CONTACT CENTRE YET?<\/strong><\/h2>\n<p data-start=\"759\" data-end=\"1208\">Our <a href=\"https:\/\/enreach.es\/en\/customer-engagement\/cloud-omnichannel\/\" target=\"_blank\" rel=\"noopener\">contact centre software<\/a> lets you manage <strong>calls, chats, WhatsApps and emails<\/strong> from a single platform. It also <strong>integrates with key business tools<\/strong> to keep information automatically up to date \u2014 and comes with <strong>AI for voice and chat<\/strong> that detects intent, automates replies and, at the same time, helps agents with internal support queries in real time.<\/p>\n<p data-start=\"1210\" data-end=\"1383\">If you\u2019d like to see how our omnichannel solution works for customer\u2011service, support and sales teams, fill in the form to talk to our experts:<\/p>\n<div id=\"formulario\" class=\"hs-form\"><script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js-eu1.hsforms.net\/forms\/embed\/v2.js\"><\/script><br \/>\n<script>\n  hbspt.forms.create({\n    region: \"eu1\",\n    portalId: \"25868881\",\n    formId: \"37d106ea-e12c-4300-8491-f82296dc2405\"\n  });\n<\/script><\/div>\n","protected":false},"excerpt":{"rendered":"<p>More and more brands are choosing to offer multiple contact channels. For web visitors: an instant\u2011messaging chat; for new consumers: WhatsApp or Instagram; for more complex complaints: a dedicated email address or a phone number. Having many channels gives the image of a company that \u201cis there whenever it\u2019s needed\u201d, but that isn\u2019t everything. Enabling&#8230;  <a class=\"excerpt-read-more\" href=\"https:\/\/enreach.es\/en\/blog\/common-mistakes-to-avoid-when-setting-up-an-omnichannel-strategy-for-contact-centre\/\" title=\"Read 3 common mistakes to avoid when setting up an omnichannel strategy for contact centre\">Read more &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":56221,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[5191],"tags":[],"class_list":["post-56223","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-smart-contact-center"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 common mistakes to avoid when setting up an omnichannel strategy for contact centre - Enreach ES<\/title>\n<meta name=\"description\" content=\"Find out how to avoid the most common mistakes when implementing an omnichannel strategy and improve your CX.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enreach.es\/en\/blog\/common-mistakes-to-avoid-when-setting-up-an-omnichannel-strategy-for-contact-centre\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 common mistakes to avoid when setting up an omnichannel strategy for contact centre - 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