Multichannel, Multimedia, Omnichannel, Universal Queue – Eh?

August, 2014

These buzzwords all describe the same basic concept. The question here is: do these terms actually mean something useful, or are they just marketing baloney?

The buzzwords in the title here all describe the same basic concept – that contact centers can handle not just voice, but also email, web chat, SMS, social media, etc.

The question here is: do all these terms actually mean something useful, or are they just marketing baloney?

They each have 2 parts:

  1. How many are there? (multi/ omni/ universal)
  2. What are we counting? (media/ channel/ queue)

Let’s take a moment to dissect these terms and dispel the fog surrounding them.

1. All for one, or one for all?

First, some definitions:

  • Multi – more than one, many
  • Omni/ universal – infinite, without limits

Which one offers the best description? That depends on the context.

For a consumer contacting/ being contacted by a call center, there are definitely multiple separate channels. It’s all about choice; communicating via their preferred channel.

With customer service, that preference depends on both the context of the interaction, and the expected speed of result; if you want immediate attention, complain on social media; If you want an account balance, speak to IVR; if you don’t mind waiting for a complex answer, send an email; and if you don’t get what you expect, try another channel.

With outbound contacts to the consumer, a text reminder of a doctor’s appointment may be very welcome, while a call to a mobile from an IVR selling unwanted insurance may not.

Whichever, for the consumer, interaction channel is definitely a multiple choice question.

On the other hand, ‘omni/ universal’ implies an all-encompassing unity, with no differences. For consumers, this would make active choice irrelevant. So is channel selection ever ‘universal’ from the customer viewpoint? It has been said that the use of smart mobile devices reduces any difference between channels. For a consumer using a smart device, making a call or sending a text/ email are equally easy. But there is still a difference in the expectation of service level – e.g. email reply in 24-48 hours, phone call/ web chat with an agent within 5 mins. Because of this, channels on mobile devices are still very distinct in the mind of the consumer.

So for whom is ‘omni/ universal’ the best description? Well, vendors actually. By using this term, vendors are communicating the idea that no matter which channel is used, all communications travel through a single funnel to and from the call center, being assigned to agents regardless of media/ channel type. This feature has the major benefit of being able to assign agents freely according to demand, e.g. to meet service SLAs. But if agents are siloed – i.e. not free to be reassigned as necessary, as if often the case – any benefit of ‘omni/ universal’ is lost. (see our blog on siloed agents)

So, ‘omni/ universal’ is actually a marketing term to describe a vendor’s potential product benefit to call center buyers.

2. The medium is the message

The second portion of these terms is about communication method. Again, some definitions:

Media (plural of medium)

This refers to the type of communication the software must handle, e.g. voice, text, video. This is certainly relevant for software developers and IT staff. Each medium needs substantially different treatment. But this is not how channels are segregated in the mind of the consumer.


Again for software developers and IT staff, this describes the temporary storage of communication items to be dealt with. But for a consumer, the connotation is pretty negative, i.e. waiting. Think of a bus queue, or even a phone queue waiting for an agent. Feel your mood darkening? Not really the desired effect.


This probably best describes the experience of the consumer – the medium through which a message is transmitted (e.g. voice, web chat, SMS, email).

Pulling this all together, ‘multimedia’, ‘omnichannel’ and ‘universal queue’ are vendor-centric marketing terms; ‘multichannel’ is the only one that is consumer-centric.

So, which one should you use? That depends on the context of the conversation. If it is not consumer-focused, ‘multimedia’, ‘omnichannel’ and ‘universal queue’ are more or less interchangeable, with ‘omnichannel’ and ‘universal queue’ adding emphasis on agent blending.

But wherever the consumer is involved – and you could say they always are – ‘multichannel‘ makes the most sense.

What We Offer

Sytel Limited develops and supplies Softdial Contact Center® (SCC), offering multimedia, multichannel, fully blended cloud contact center solutions, for quick and easy deployment by partners offering CCaaS or enterprise users. All Sytel cloud components are secure, resilient and scale seamlessly from 10 agents to 10,000+, whether local, mobile or remote.

  • Flexible Contact Center Platform

    Softdial Contact Center™ – tightly integrated modules, designed to deliver at scale

  • Blended Media Desktop

    Fully customisable, multi-channel, multi-session workspace

  • Work Anywhere

    Browser-based tools, no software installation required

  • Cloud Or On-Premise, Multi-Tenant

    Scalable, resilient, secure, proven

  • Customise, Localise, White Label

    Design all user interfaces to individual requirements

  • Integration Via APIs

    ‘Swap out’ components and integrate with 3rd party apps

  • World Class Development

    Continuous evolution pushing technical boundaries


Softdial Contact Center™ (SCC) is designed to be flexible, extensible and scalable, integrating with any legacy equipment, and meeting the most complex of requirements.

  • All Media Types

    Voice, chat, email, social, etc – fully integrated and blended

  • Agent Multi-Tasking

    Work with multiple live contact sessions of any media type

  • Dynamic Media Blending

    Automated, ‘best available’ decisions to blend and balance work load across all media types

  • Predictive Dialing

    Best-of-breed performance under compliance

  • Intelligent Routing

    Smart rules and ‘best-available’ decisions to drive great customer service

  • Agent Scripts

    Help agents achieve and maintain excellence

  • Voice and Screen Recording

    See and hear exactly how agents are interacting

  • Analytics and Data Feeds

    Measure and evaluate performance at every level

  • IVR, Bots & Conversational AI

    Design effective automated flows or integrate with 3rd party providers

  • Customer Journey Tracking

    Stored customer contact history, to aid routing and add context to conversations


A complete suite of tools, with unique flexibility to extend and swap out modules to deliver a tailored contact center solution for any environment

  • Softdial One™

    Highly flexible unified web UI for agents, supervisors and administrators

  • Softdial Scripter™

    Create complex process flow scripts for agents, IVR, chatbots and other applications

  • Sytel AI Dialer™

    Best-of-breed predictive dialing under any compliance rules

  • Softdial Pathfinder™

    Precise routing rules for ‘best available’ connection

  • Softdial Media Server™

    Core telephony functions to manage all inbound/ outbound SIP calls

  • Softdial Reporter™ 5

    Fully customisable performance stats, charts and reports, across all channels

  • Softdial Publisher™

    Comprehensive data output to build your own reports

  • Softdial Recording Monitor™

    Audio and screen recording of agent activity to ensure the highest standards

  • Softdial Campaign Manager™

    Comprehensive configuration and control for outbound campaigns

  • Softdial Repository™

    Central storage and configuration of common resources

  • Sytel Global Compliance™

    Flexible ‘no contact’ rules to protect contact center and consumer


Performance and efficiency for a wide range of business applications

  • Customer Service

    Connect quickly to well equipped agents

  • Sales & Telemarketing

    Maximise agent productivity with best-of-breed predictive dialing

  • Healthcare

    Secure, highly-configurable multichannel communications for excellence in patient care

  • Market Research

    Best-of-breed predictive dialing with CATI integration

  • Collections

    Automated inbound/ outbound blending integrated with any debt management app