Multi-channel customer engagement falls short

Customers engage with companies in multi-channel and cross-channel journeys, suspending them and resuming them over time. For example, according to the Customer Experience Board (CEB),

•  58% of callers have visited the web before calling, and
•  4% of callers are on the web whilst talking to a rep.

Most companies today support multi-channel customer engagement. They support many channels – voice, e-mail, chat – but they typically cannot support multiple channels simultaneously within a single interaction (multimodality), they cannot link interactions in a step-by-step workflow (orchestration), and they cannot manage the lifecycle of a multi-channel customer journey (design, orchestrate, monitor, tune) to provide a personalised and context-appropriate experience for each and every customer (journey management). For a customer to complete a single task – buy a product, answer a question, understand a bill – it often requires multiple and disconnected interactions with a company. When a customer needs assisted service to supplement self-service, they typically must start all over again. In the case of voice, it’s calling a contact centre, using a contact centre IVR, and explaining their issue. In the case of chat, it’s starting a dialogue with an agent without context. These time-consuming and disconnected “channel shift” experiences are one of the leading causes of missed sales opportunities and high operating expense for companies and frustration for


Omnichannel journey orchestration is the answer

Omnichannel customer engagement combines multimodality, orchestration and journey management to provide a great customer experience with compelling business outcomes, and leading companies are embracing a single contact centre platform for competitive advantage.

With omnichannel journey orchestration from Genesys, an organisation has multimodal orchestration and journey management capabilities that translate into both a positive customer experience and better business results. This multi-channel contact centre strategy and approach transforms self-service channels by enabling an organisation to present a customer with information in one channel, while offering assistance from another. With self and assisted service from Genesys, a customer on a mobile device could be presented with a visual IVR menu, chat interaction or mobile video session all within a single interaction.



  • All-in-one contact center
    Get everything your contact center needs to offer consistent, world-class service in a single pre-integrated application suite. Cloud-based or on premise, use our all-in-one platform to support from 25 to 5,000 agents or more, optimizing performance with:
  • A new approach to BPA
    A unique and cost-effective solution for process automation and management running on a single platform. The ability to associate communications with a wide range of business processes allows organizations to streamline operations and offer higher levels of customer service. Processes can be managed with easy to use tools including: