Omnichannel platform and chatbot

LLC NEWLAND technology / 18.09.2020

Omnichannel platform and chatbot


Omnichannel is cooperation with a client through different communication channels, united in a single platform. The goal of this approach is to collect as much information as possible about the client to further improve the quality of service delivery and customer experience.

How might it look like?

Let's give an example. Nikolay came to the site for advertising on the Internet. He left a request asking to call him. You phoned, then continued to chat on WhatsApp, while the contract was already concluded in the office, when Nikolai came to make a purchase after receiving an oral consultation.

Then Nikolay received letters and SMS about service updates and about interesting functions and possibilities.

Communication with the client took place in different channels: through email messages, browser windows, and push notifications, SMS, Viber, WhatsApp. On the way, he switched between channels and at the same time did not lose in service, as if one person was talking to him all this time.

Omnichannel here is how the communication was built. The service collected the client's data and found out which link he came from (what he was interested in), his e-mail or phone number (from chatting), correspondence history, date of purchase, messenger that the client uses and through which you can communicate.

Then the user can choose any channel of interaction, the service will pull up all the data that he knows.

The main goal of omnichannel is to create a positive customer experience. A business does not just work in different channels, it gathers together all the data that is available on the client, and helps to make the life of the client and the business more convenient with the help of this data.

Omnichannel and multichannel

Multichannel involves the use of multiple channels to communicate with users. Omnichannel implies a close cooperation of these channels.

You can have a great social media campaign, a perfectly thought-out website, and messenger support, but if they don't work together, it's not omnichannel.

For example, a customer orders a service or product in a mobile application and then calls the hotline to clarify the details of the order. The call center does not know anything about this, so he has to explain himself - this is multichannel.

With the omnichannel approach, all user data is stored in one place, to which all interested employees have access. Therefore, the call center operator will need a couple of seconds to get the necessary information about him and answer his questions.

Most companies are developing multichannel today. Almost everyone maintains a blog, maintains activity on social networks, and develops support channels. However, it is precisely the coordinated operation of all these channels that clients lack - when the client can safely switch from one channel to another without losing anything.

Omnichannel implementation is much more difficult than multichannel implementation.

The omnichannel approach implies the coordinated and even work of all channels - the client receives information and support in full, regardless of how he came to you and how long his journey to purchase will be. In addition, the more information you collect about the user, the better you personalize your messages - this always increases loyalty.

Total: what tasks does the omnichannel approach solve?
  • This is a real business model, flexible and customer-oriented.
  • Helps to build an accurate portrait of the client (good for marketing and sales).
  • Helps automate business processes (less workload for employees).
  • Advanced technical support (speed of response to clients).

Chat bot

A chatbot is a robot with which we can communicate in a messenger or social network. Interaction takes place in a regular dialogue window - exactly the same as when talking with a live interlocutor. The only difference is that the chatbot often uses buttons (pre-prepared phrases) with which the user sends requests.

Inside, a bot can contain powerful functionality that is not inferior to many sites or applications, but outside it will be a simple and fast program.

A chatbot in business is, first of all, a tool for lightning-fast cooperation with potential and existing customers.

The first method of application is to use a chatbot as an application where you can get all the necessary information about the company, its services and products, and it is also possible to leave a request for services or write a review. You can also embed a block with frequently asked questions and answers here. According to Google research, 65% of people don’t want to communicate with companies on the phone, they prefer to interact online, so you need to give them that opportunity.

Chatbots are a great replacement for a support operator, manager or supervisor. A bot can take on routine tasks, significantly saving specialists' time.

The next application is using a chatbot as a marketing tool. Through the introduction of a loyalty system, mailings and other functions, the chatbot turns into a powerful machine for promoting the company.

Another way to use the bot is as a standalone product. For example, a gym creates a chatbot that is a personal trainer. The bot develops an individual training and nutrition system for the user and monitors its implementation. There is a monthly fee for using the bot. Such a bot perfectly complements the training process in the gym and generates income for the company.

The fifth direction in which the bot will be useful for business is the automation of the company's internal business processes. For example, in a marketing agency, a chatbot can generate a daily report on all advertising companies for a specific project and send it to the right employees.

Key benefits to the business.

  • Going out to the audience of instant messengers is working with clients where they already exist.
  • Saving employees' time by automating processes.
  • Increase in sales through the use of mailings. A chatbot can act as a sales manager who periodically gives useful advice and talks about the company's products in an unobtrusive manner.
  • Collecting feedback from customers.

What do customers get?

  • Convenience of cooperation with the company - no need to search for a number or website, call or write, wait for an answer. By clicking on a few buttons in your favorite application, you can get answers to all your questions, leave a request or send a review.
  • 24/7 support without breaks and days off.
  • Request and quick receipt of relevant information.
  • Participation in the loyalty system.
  • Solving a number of tasks in an automated mode. For example, getting data about the current status of an order.

Each of the benefits listed above has a number of benefits, such as:

  • High openness of messages in instant messengers;
  • Lightning speed of data exchange;
  • Minimum consumption of internet traffic;
  • Wide development possibilities;
  • No requirements for downloading and installing additional applications.

When are chatbots most in demand?

  • There is an inbound stream that takes a lot of time to process every day.
  • The work includes routine processes that can be automated. For example, answering the same customer questions.
  • The company's services are used 24/7, seven days a week.
  • Customers do not make one-time purchases, but return after a while

Chatbots are a modern, multifunctional and useful business tool that can solve a huge number of tasks. In the West, many entrepreneurs can no longer imagine their business without these automated assistants. To be on the wave, you need to think through the possibilities of using chat bots in your company right now.


Service industry (beauty salon, car service, sports club)

A chatbot is another communication channel for current and potential customers that companies need to use, in particular in the service sector. Using robots, people will be able to: get up-to-date information, sign up for a service or send a review within a few seconds. Customers do not have to look for a phone number or search for a website - communication with the company will take place without leaving the messenger.

In addition, a chatbot is a good way to stay visible at all times. Newsletters (information about special offers and promotions, useful tips, congratulations) and the loyalty system will contribute to this.

What do customers get?

  • Information about the institution (address, directions, opening hours).
  • List of services and prices.
  • Possibility to sign up for the service.
  • Recording reminder.
  • Useful tips related to the service received.
  • Ability to leave a review.
  • Participation in the loyalty system and the accumulation of bonuses (for example, a discount on the next service for a photo with our hashtag on Instagram).
  • Notifications about special offers, discounts, promotions.

What does the business get?

  • Additional sales channel;
  • Working with regular visitors / customers in a convenient place for them;
  • Increased customer loyalty;
  • Collecting feedback and quickly, efficiently working off negative reviews.

Omnichannel chat platform

What if you combine omnichannel engagement and chatbot in one platform? It will be at least cool! The result is an omnichannel chat platform

Are there examples?

Yes, Craft Talk AI omnichannel chat platform

The platform will collect in one place the client's requests from the site, through messengers, e-mail, voice assistants, mobile applications.

It will allow flexible routing of user requests between various processing agents, including a built-in intelligent chatbot and an agent queue, as well as additional agents and integration with the company's internal systems.

The chatbot processes up to 70% of customer requests

An intelligent chat bot will allow you to serve your customers 24/7.

This will reduce user support costs by processing a significant portion of requests without operator involvement and learning from operators to process even more over time.

Read more about the solution here