Forrester’s 2024 survey indicates that 83% of customers switch between at least two channels during a single interaction, but only 15% of companies can deliver true cross-channel continuous conversations. The next phase of omnichannel integration is building a unified agent desktop and introducing AI agents as collaborative partners.
The core of a unified desktop lies in handling all channels from a single screen. A case study from a Japanese airline shows that agents previously had to switch between five systems to complete a single ticket change. After integration, only one interface was needed, reducing average handling time by 45 seconds. More importantly, the system remembers the customer’s history across web chat, social media, and phone calls, so agents don’t need to ask repetitive questions, boosting customer satisfaction by 12%.
AI agents are becoming the key adhesive in integration. Unlike traditional chatbots, AI agents can autonomously complete complex tasks. For example, when a customer initiates a return or exchange request on an app, the AI agent can automatically create a ticket, verify the order, generate a return label, and update the logistics status—all without human intervention. Only when the customer requests special handling does the AI agent seamlessly transfer the context to a human agent.
GlobalConnect’s omnichannel platform exemplifies this trend. Its AI agent can extract entities (such as order numbers and product names) from voice, text, and email and automatically populate them into the CRM system. Additionally, it supports “channel relay”—customers can switch from voice to chat at any time, and the AI agent summarizes the previous conversation for the new agent.
On the technical challenge front, low-latency WebRTC and real-time messaging protocols (such as MQTT) are foundational for ensuring a smooth experience. At the same time, companies need to establish a unified customer data platform (CDP) to break down data silos. It is expected that by 2025, omnichannel contact centers using CDPs will retain 30% more customers than those that do not.