In recent years, we have heard a lot about omnichannel, the idea of offering an integrated customer experience, whether in physical or digital, by phone, app or in store. But in practice, few companies have really managed to deliver on this promise. Most operate with channels that coexist, but do not talk to each other. The result? Frustrated customers who need to repeat information, disconnected experiences and missed opportunities.
This is where what I call Smart Omnichannel comes in. And the secret of this new generation of integration lies in the strategic adoption of Smart Virtual Agents (AVIs).
I have observed that AVIs are not just sophisticated chatbots.They are the layer of intelligence that allows you to unify channels and create a fluid and continuous customer journey.And this is more than an operational improvement, it is a paradigm shift in the relationship between brands and people.
From disconnected multichannel to Smart Omnichannel
Today, many contact centers and service areas live the challenge of multichannel. The customer starts on WhatsApp, migrates to the phone and ends in the email, and at each point needs to start over from scratch. This is because the channels are managed by different systems, without a single view of the customer journey.
The Smart Omnichannel solves this pain by placing an AVI in the center of the operation, functioning as a kind of “brain” that connects all touchpoints.There are platforms that allow the same virtual agent to serve the customer in the chat, phone, app or on the website, always recognizing the history and context of that person. The result is a seamless experience, the customer feels that he is talking to the same brand, regardless of the channel.
The role of AVIs in customization and efficiency
Another crucial point is that AVIs not only unify channels, but also take personalization to a new level.With the ability to understand intentions, emotions and context, they adjust the conversation in real time, delivering more relevant and human responses.It is conversational AI acting not only in automation, but in building relationships.
In addition, there is a direct impact on efficiency. AVIs filter and solve much of the simple and medium demands, freeing human agents for complex and strategic cases.I have seen significant reductions in cost of care and increases in customer satisfaction (NPS) after implementing this approach.
The big turn is for companies to stop thinking of service only as a cost center and start to see the customer journey as a source of value. The Smart Omnichannel, with AVIs at the center, allows this turn, is no longer about serving, is about delighting and loyalty.
It takes more than technology, it takes a change of mindset, a customer-centric vision, investing in systems integration, and choosing partners that deliver robust, secure, and scalable platforms.
The future: Omnichannel service that anticipates needs
The next step?AIs that not only respond but anticipate. Which identify patterns and proactively offer solutions before the customer even notices a problem.This is the natural evolution of conversational AI and Smart Omnichannel.
The challenge now is: is your company ready for this transformation? Because the customer is already and he expects a fluid, personalized and above all, intelligent experience.
