Multichannel Communications: How it Works

Multichannel Communications: How it Works


The communications landscape used to be simple. Small- and medium-sized businesses (SMBs) used either post or fax to send correspondence. Today, digital communications play a far more prominent role and businesses are adopting multi-channel strategies in order to cater for evolving customer communications demands. 

Mismanaging Multi-Channel Communications Creates Headaches

How SMBs manage their multi-channel communications can have a significant impact on performance and growth. Sending the right message at the right time and via the right channel drives customer engagement, satisfaction and sales, but getting everything correct isn’t always straightforward. There are some common challenges which can negate the anticipated benefits. 

  • Ad hoc solution adoption – as SMBs attempt to cater for their customers’ requirements, they tend to grab new technologies without thinking about integration with existing tools. This results in an incompatible mismatch of solutions. 
  • Wasted time – communicating in multiple formats means additional processes. Data has to be manually re-entered numerous times, using up valuable resources which should be invested in serving customers.
  • Human error – manual intervention increases the opportunity for mistakes. Errors such as sending correspondence to wrong recipients can lead to unhappy customers, fines and reputation damage. 

An Automated End-to-end and Centralized Communications Process

Instead of adopting separate solutions and processes for different channels, SMBs should invest in Output Management Software (OMS) solutions that streamline and add efficiency and value to the entire outgoing communications function. Their main benefits include: 

  • Centralized control – enables simple management, reporting and analysis through a single interface to ensure multi-channel strategies remain effective
  • Process automation – reduces need for human interaction, decreasing likelihood of error and ensuring recipients always receive communications via their preferred channel
  • Simple personalization – correspondence can be easily altered to match individual recipients, increasing engagement and satisfaction 
  • Efficiency and resource savings – can be reinvested into serving customers and other growth activities  
  • Multi-lingual – single batches can be distributed to multiple countries. 


Find out how the OMS-200 and OMS-500 can empower you with an effective multi-channel communications strategy.