Why the difference matters
Multichannel multiplies silos (five channels, five disconnected threads); omnichannel unifies them into one customer conversation.
What omnichannel requires
Shared contact memory across channels, a decision layer that picks the right channel per moment, and consistent context in every reply.
Omnichannel and AI orchestration
Orchestration is the intelligence that makes omnichannel real: reading signals and routing each next step to the best channel. See what is AI orchestration for how the decision layer works.