Omnichannel: The Future of Customer Experience, Today
- Michael Vorster
- Sep 11
- 3 min read
When was the last time you actually phoned a company’s contact centre? For many of us, it’s been a while. Customers today expect to interact on their own terms — whether that’s WhatsApp, Facebook, Instagram, email, SMS, or even a quick chat pop-up on a website.
The challenge is that most businesses still treat these channels separately. That creates fragmented systems, siloed teams, and — worst of all — frustrated customers.
At CBX, we’re changing that.
So, what exactly is Omnichannel?
For me, omnichannel means that all customer conversations, across every channel, flow into one system.
Your customers can reach you on any platform they want — WhatsApp, Facebook, Instagram, web chat, email, SMS, or phone — and it all lands in the same place for your agents. Even better, the agent sees the customer’s entire history in one view.
No more repeating details. No more separate CRMs. No more frustration.
Why It Matters More Than Ever
Customer behaviour has shifted:
Younger generations don’t want to phone; they’d rather text, DM, or chat online.
Impulse buying is real. If you send a quote in 5 minutes, you’ll probably win the deal. Wait 2 hours, and you’ve likely lost it.
Complaints don’t stay private — they’re posted on Facebook, Instagram, or Twitter, and you need to respond instantly.
Legacy systems only handle phone calls. With omnichannel, you meet customers where they are — and turn those conversations into business.
The Role of AI + Automation
One of the things I love about this solution is how it blends automation with the human touch.
Repetitive requests can be handled automatically.
Workflows can generate and send quotes instantly.
AI chatbots qualify queries, escalating urgent ones to an agent.
But here’s the key: sometimes only a human can close the deal. That’s when AI steps aside and lets people do what they do best.
Remote-Ready, Cloud-Native
The world has changed; workforces are global, and hybrid and our businesses need to adapt. Our platform is cloud-based, which means our clients' agents can work from anywhere. Whether they're sitting in Durban or on a beach in the Bahamas, they can access the secure web page and get to work.
From a management perspective, the system provides a level of insight I've never seen before. We can see agent productivity, listen to calls, and even use AI to gauge a customer’s emotional response. This helps us ensure our teams are providing the best possible service, all the time.
Customer Story: Transforming Travel Bookings
One of our flagship projects was with a large South African travel agency. Their challenge was simple: bookings were slow and disjointed.
After implementing our omnichannel solution:
Agents closed deals over WhatsApp in 15 minutes instead of 3 hours.
Customers received instant quotes and confirmations.
The business could finally track, measure, and optimise every interaction.
The feedback has been nothing short of phenomenal. It’s a testament to the fact that this solution isn’t just about technology—it's about making business better.
More Than Cost Savings — It’s Futureproofing
Omnichannel isn’t the cheapest option upfront, but the productivity gains are massive:
One agent can manage multiple conversations across channels.
Businesses need fewer agents while delivering better service.
Customer loyalty grows when experiences are seamless and personal.
It’s not just about saving money. It’s about building a system that grows with your business — and your customers.
My Advice to Businesses Considering Omnichannel
Don’t rush implementation.
Yes, you can go live quickly, but the system is powerful — and you’ll get the most value by taking time to explore what it can do. Test it, play with it, and build workflows that really fit your business. That’s when you unlock the magic.
The Bottom Line
Omnichannel isn’t the future — it’s already here. It’s the difference between a frustrated customer repeating themselves across channels, and a delighted customer who feels known, understood, and valued.
This system doesn’t just connect channels. It connects people.
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