Omnichannel Design¶

Overview¶

This document outlines the comprehensive omnichannel strategy for Webex Contact Center, enabling seamless customer interactions across voice, digital, and video channels with unified agent experience and intelligent routing.

1. Channel Strategy¶

1.1 Supported Channels¶

Channel	Priority	Implementation Phase	Integration Complexity
Voice (Phone)	P0	Phase 1 (Weeks 1-4)	Medium
Email	P0	Phase 1 (Weeks 1-4)	Low
Web Chat	P1	Phase 2 (Weeks 5-8)	Medium
SMS	P1	Phase 2 (Weeks 5-8)	Low
WhatsApp	P2	Phase 3 (Weeks 9-12)	Medium
Facebook Messenger	P2	Phase 3 (Weeks 9-12)	Medium
Video	P3	Phase 4 (Future)	High
Social Media (Twitter)	P3	Phase 4 (Future)	Medium

1.2 Channel Selection Criteria¶

Customer Journey Mapping:

Awareness → Consideration → Purchase → Support → Advocacy
    │            │             │          │          │
    ▼            ▼             ▼          ▼          ▼
Social Media   Web Chat     Phone      Email      Community
Blog/Content   Email        Email      Chat       Social Media
              Phone                   Phone

Channel Characteristics:

Channel	Response Time	Agent Capacity	Customer Preference	Best For
Phone	Immediate	1 concurrent	35%	Complex issues, urgent
Email	4-24 hours	5-10 concurrent	25%	Non-urgent, detailed
Chat	< 2 minutes	3-4 concurrent	30%	Quick questions
SMS	< 5 minutes	10+ concurrent	5%	Notifications, simple
Social	< 1 hour	5-8 concurrent	5%	Public issues, feedback

2. Unified Agent Desktop¶

2.1 Desktop Architecture¶

┌───────────────────────────────────────────────────────┐
│         WEBEX AGENT DESKTOP (Browser-Based)           │
├───────────────────────────────────────────────────────┤
│  ┌─────────────────────────────────────────────────┐  │
│  │           Agent Status & Availability           │  │
│  │  [Ready] [Not Ready] [Wrap-up] [Offline]       │  │
│  └─────────────────────────────────────────────────┘  │
├───────────────────────────────────────────────────────┤
│  ┌──────────────┐  ┌──────────────────────────────┐  │
│  │   Contact    │  │    Customer Interaction      │  │
│  │   Queue      │  │         Workspace            │  │
│  │              │  │                              │  │
│  │ • 3 Waiting  │  │  ┌────────────────────────┐ │  │
│  │ • 2 Active   │  │  │   Voice Call Active    │ │  │
│  │              │  │  │   Duration: 00:05:32   │ │  │
│  └──────────────┘  │  └────────────────────────┘ │  │
│                    │                              │  │
│  ┌──────────────┐  │  ┌────────────────────────┐ │  │
│  │   Recent     │  │  │   Chat Conversation    │ │  │
│  │  Contacts    │  │  │   [Message Thread]     │ │  │
│  └──────────────┘  │  └────────────────────────┘ │  │
│                    └──────────────────────────────┘  │
├───────────────────────────────────────────────────────┤
│  ┌──────────────────────────────────────────────────┐ │
│  │         CRM Integration (Embedded)               │ │
│  │  Customer: John Doe | Account: #12345           │ │
│  │  History: 3 prev contacts | VIP Status: Gold    │ │
│  └──────────────────────────────────────────────────┘ │
├───────────────────────────────────────────────────────┤
│  ┌────────────┐ ┌────────────┐ ┌─────────────────┐  │
│  │ Knowledge  │ │   Script   │ │   Disposition   │  │
│  │    Base    │ │   Guide    │ │     Codes       │  │
│  └────────────┘ └────────────┘ └─────────────────┘  │
└───────────────────────────────────────────────────────┘

2.2 Unified Contact Handling¶

Multi-Channel Capacity Matrix:

Agent Skill Level	Voice	Email	Chat	SMS	Total Contacts
Tier 1 (New)	1	3	2	5	Up to 6 concurrent
Tier 2 (Experienced)	1	5	3	8	Up to 8 concurrent
Tier 3 (Expert)	1	8	4	10	Up to 10 concurrent

Blended Agent Configuration:

Agent Profile: Sarah_Johnson
├─ Skills: Sales(8), Spanish(7), Email(9), Chat(8)
├─ Channel Permissions:
│   ├─ Voice: ✅ Enabled
│   ├─ Email: ✅ Enabled
│   ├─ Chat: ✅ Enabled
│   └─ SMS: ✅ Enabled
│
└─ Capacity Settings:
    ├─ Max Concurrent Voice: 1
    ├─ Max Concurrent Email: 5
    ├─ Max Concurrent Chat: 3
    └─ Max Concurrent SMS: 8

3. Channel-Specific Design¶

3.1 Voice Channel¶

Architecture:

Customer ──► PSTN ──► Entry Point ──► IVR ──► Queue ──► Agent
                                        │
                                        └──► Voicemail/Callback

Features: - Inbound/outbound calling - Call transfer (blind/attended) - Conference calling - Call recording with pause/resume - Click-to-dial from desktop - Voicemail and callback options

Configuration Example:

voice_queue:
  name: "Sales_Voice_Queue"
  service_level: 20  # seconds
  max_wait_time: 300  # 5 minutes
  routing_type: "skills_based"
  overflow_queue: "General_Support"
  after_hours: "voicemail"

3.2 Email Channel¶

Email Flow Architecture:

┌─────────────────┐
│  Customer Email │
│  Sent to:       │
│ support@co.com  │
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│   Email Server  │
│   (IMAP/API)    │
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│ Webex Connect   │
│  Email Service  │
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│  Email Queue    │
│  (By Category)  │
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│  Agent Desktop  │
│  (Email View)   │
└─────────────────┘

Email Routing Rules:

Condition	Action
Subject contains "billing"	Route to → Billing Queue
From: VIP customer list	Route to → Priority Queue
Reply to previous email	Route to → Original agent (if available)
Business hours	Route to → Live agent
After hours	Route to → Queue (response next business day)

Email Template Management:

Templates:
├─ Welcome_Response
│   Subject: "Thank you for contacting us - Case #{ticket_id}"
│   Body: [Personalized greeting + expected response time]
│
├─ Resolution_Confirmation
│   Subject: "Your issue has been resolved - Case #{ticket_id}"
│   Body: [Summary + satisfaction survey link]
│
└─ Escalation_Notification
    Subject: "Your case has been escalated - Case #{ticket_id}"
    Body: [Escalation details + new SLA]

SLA Configuration:

Priority	First Response	Resolution Target
Critical (VIP/Billing)	1 hour	4 hours
High (Technical Issues)	2 hours	8 hours
Medium (General Inquiry)	4 hours	24 hours
Low (Feedback/Suggestions)	24 hours	3 business days

3.3 Web Chat Channel¶

Chat Widget Integration:

<!-- Website Integration -->
<script type="text/javascript">
  // Webex Connect Chat Widget
  (function(w, d, s, c) {
    w.WebexChat = c;
    var js, fjs = d.getElementsByTagName(s)[0];
    js = d.createElement(s); js.src = 'https://chat.webex.com/widget.js';
    js.async = 1; fjs.parentNode.insertBefore(js, fjs);
  })(window, document, 'script', {
    orgId: 'your-org-id',
    templateId: 'your-template-id',
    entryPointId: 'chat-entry-point'
  });
</script>

Chat Flow:

Customer visits website
    ↓
Chat widget appears (proactive or on-demand)
    ↓
Pre-chat form (optional)
├─ Name
├─ Email
└─ Question category
    ↓
Virtual agent conversation (optional)
    ↓
Escalate to live agent?
    ├─ Yes → Queue for agent
    └─ No → Self-service resolution
         ↓
Agent accepts chat
    ↓
Active conversation
├─ Agent can send:
│   ├─ Text messages
│   ├─ Links
│   ├─ File attachments
│   └─ Canned responses
    ↓
Customer satisfaction rating
    ↓
Transcript emailed to customer

Chat Features:

✅ Proactive chat invitations
✅ Chat transfers between agents
✅ Supervisor monitoring and whisper
✅ Canned responses library
✅ File sharing (images, PDFs)
✅ Co-browse capabilities
✅ Chat-to-voice escalation
✅ Post-chat survey
✅ Transcript delivery

Canned Response Library:

Category: Greetings
├─ "Welcome! Thanks for chatting with us. How can I help you today?"
├─ "Hi there! I'm [Agent Name]. What can I assist you with?"
└─ "Good [morning/afternoon/evening]! How may I help you?"

Category: Acknowledgments
├─ "I understand your concern. Let me look into that for you."
├─ "Thanks for providing that information."
└─ "I'll be happy to help you with that."

Category: Closings
├─ "Is there anything else I can help you with today?"
├─ "Thanks for chatting! Have a great day!"
└─ "You're welcome! Feel free to reach out if you need anything else."

3.4 SMS Channel¶

SMS Architecture:

┌──────────────┐
│   Customer   │
│  Mobile Phone│
└──────┬───────┘
       │
       │ SMS to: +1-XX5-0100
       ▼
┌──────────────┐
│   SMS Gateway│
│  (Twilio API)│
└──────┬───────┘
       │
       ▼
┌──────────────┐
│Webex Connect │
│  SMS Service │
└──────┬───────┘
       │
       ▼
┌──────────────┐
│  Agent Desktop│
│  (SMS Thread)│
└──────────────┘

SMS Use Cases:

Appointment Reminders:

"Hi John, this is a reminder about your appointment 
tomorrow at 2 PM. Reply Y to confirm or N to reschedule."

Order Status Updates:

"Your order #12345 has shipped! Track it here: 
https://track.link/12345"

Two-Way Support:

Customer: "What's my account balance?"
Agent: "Your current balance is $127.50. 
Anything else I can help with?"

Verification Codes:

"Your verification code is: 847293
This code expires in 10 minutes."

SMS Compliance:

✅ Opt-in required before sending marketing messages
✅ STOP/UNSUBSCRIBE keywords honored
✅ TCPA (Telephone Consumer Protection Act) compliance
✅ Message frequency disclosures
✅ Clear identification of sender

Supported Platforms:

WhatsApp Business

Features:
├─ Rich media messages (images, videos, PDFs)
├─ Quick reply buttons
├─ Message templates for notifications
├─ Read receipts
└─ Business profile integration

Facebook Messenger

Features:
├─ Automated responses
├─ Bot handoff to live agent
├─ Persistent menu
├─ Message tags for follow-ups
└─ Customer profile integration

Twitter/X

Features:
├─ Public tweet monitoring
├─ Direct message support
├─ Sentiment analysis
├─ Social listening keywords
└─ Response SLA tracking

Social Media Management Flow:

┌──────────────────┐
│ Social Platform  │
│  (FB/Twitter)    │
└────────┬─────────┘
         │
         ▼
┌──────────────────┐
│ Social Listening │
│     Tool         │
│  (Keywords/Tags) │
└────────┬─────────┘
         │
    Mention detected?
         │
         ├─ Yes ──► Classify sentiment ──► Route to queue
         └─ No ───► Continue monitoring
                            │
                            ▼
                    ┌──────────────────┐
                    │  Agent Review &  │
                    │     Respond      │
                    └──────────────────┘

4. Intelligent Routing¶

4.1 Omnichannel Routing Strategy¶

Routing Priority Matrix:

Factor	Weight	Calculation
Customer Value (VIP)	40%	Lifetime value + current tier
Wait Time	30%	Time in queue
Issue Complexity	20%	Self-reported + historical
Agent Skill Match	10%	Proficiency level match

Cross-Channel Routing:

Customer Context Preserved:
├─ Customer starts on Chat
├─ Issue too complex for chat
├─ Agent offers voice escalation
│   └─ Customer accepts
│       └─ Voice call initiated
│           └─ Chat history visible to voice agent
│               └─ Seamless continuation

4.2 Skills-Based Routing¶

Skill Matrix Example:

Agent	English	Spanish	Sales	Support	Email	Chat	VIP
Agent_1	10	5	8	7	9	8	Yes
Agent_2	10	-	5	9	8	7	No
Agent_3	10	10	7	6	7	9	Yes

Routing Logic:

IF customer.VIP = TRUE THEN
    skill_requirement.VIP = REQUIRED
    priority = HIGH
END IF

IF contact.channel = "voice" THEN
    required_skills = [language, department, VIP_if_applicable]
ELSE IF contact.channel IN ["email", "chat", "sms"] THEN
    required_skills = [language, department, channel_proficiency]
END IF

FIND agents WHERE:
    agent.skills >= required_skills
    AND agent.available = TRUE
    AND agent.capacity < agent.max_capacity

SORT BY:
    skill_match_score DESC,
    idle_time DESC

ROUTE TO: top_matched_agent

4.3 AI-Powered Routing¶

Virtual Agent Integration:

┌──────────────────┐
│  Contact Arrives │
└────────┬─────────┘
         │
         ▼
┌──────────────────┐
│  Virtual Agent   │
│  (Dialogflow CX) │
└────────┬─────────┘
         │
    Can resolve?
         │
         ├─ Yes ──► Self-service resolution ──► End
         │
         └─ No ───► Handoff to live agent
                         │
                         ▼
                  Provide context to agent:
                  ├─ Customer intent
                  ├─ Information collected
                  ├─ Attempted solutions
                  └─ Conversation transcript

Intent-Based Routing:

Detected Intent	Routing Action
"billing question"	Route to → Billing Queue
"technical problem"	Route to → Technical Support
"cancel subscription"	Route to → Retention Team (VIP agent)
"general inquiry"	Virtual agent handles

5. Customer Journey Management¶

5.1 Unified Customer Profile¶

Data Aggregation:

Customer Profile: John Doe
├─ Contact Information
│   ├─ Email: john.doe@email.com
│   ├─ Phone: +1-XX5-0100
│   └─ Preferred Channel: Email
│
├─ Interaction History (Last 90 Days)
│   ├─ 5 Voice calls (avg duration: 7 min)
│   ├─ 12 Chat sessions
│   ├─ 8 Emails
│   └─ 3 SMS exchanges
│
├─ Customer Value
│   ├─ Tier: Gold
│   ├─ Lifetime Value: $15,000
│   └─ Contract expiry: 2025-06-30
│
└─ Preferences
    ├─ Language: English
    ├─ Best time to contact: 2-5 PM ET
    └─ Communication: Opt-in for SMS, Email

5.2 Journey Analytics¶

Customer Journey Visualization:

Typical Support Journey:
┌──────┐    ┌──────┐    ┌──────┐    ┌────────┐
│ Web  │───►│ Chat │───►│Voice │───►│Email   │
│Search│    │Session│   │Call  │    │Follow-up│
└──────┘    └──────┘    └──────┘    └────────┘
   0 min      5 min       15 min      24 hrs
     │          │           │            │
     └──────────┴───────────┴────────────┘
              Resolution Time: 24 hours
              Touch Points: 4
              Channels Used: 4

Journey Metrics:

Metric	Target	Current
Average Touches to Resolution	< 2	2.3
Channel Switch Rate	< 15%	18%
First Contact Resolution (FCR)	> 75%	71%
Customer Effort Score (CES)	< 3.0	3.2
Net Promoter Score (NPS)	> 50	48

6. Agent Experience¶

6.1 Unified Workspace¶

Desktop Layout Configuration:

Layout: "Omnichannel_Agent_Standard"
├─ Primary Panel (60% width)
│   ├─ Active Contact Workspace
│   ├─ Customer Information Card
│   └─ Interaction History
│
├─ Secondary Panel (40% width)
│   ├─ Knowledge Base Search
│   ├─ Script/Guide
│   └─ Disposition/Wrap-up
│
└─ Bottom Panel
    ├─ Contact Queue Status
    └─ Recent Interactions

6.2 Agent Training Requirements¶

Channel-Specific Training:

Channel	Training Duration	Certification Required
Voice	16 hours	Yes
Email	8 hours	Yes
Chat	12 hours	Yes
SMS	4 hours	No
Social Media	8 hours	Yes (for designated agents)

Blended Agent Progression:

Week 1-2: Voice Only
  ├─ System basics
  ├─ Call handling
  └─ CRM integration

Week 3-4: Voice + Email
  ├─ Email queue management
  ├─ Response templates
  └─ Multi-tasking skills

Week 5-6: Voice + Email + Chat
  ├─ Chat etiquette
  ├─ Concurrent chat handling
  └─ Quick responses

Week 7+: Full Omnichannel
  ├─ SMS handling
  ├─ Social media (if applicable)
  └─ Advanced features

7. Reporting and Analytics¶

7.1 Omnichannel Dashboards¶

Real-Time Dashboard:

┌─────────────────────────────────────────────────────┐
│         OMNICHANNEL REAL-TIME DASHBOARD             │
├─────────────────────────────────────────────────────┤
│  Channel Performance                                │
│  ┌──────────┬────────┬────────┬─────────┬─────────┐│
│  │ Channel  │ Active │ Waiting│ Handled │ Abandoned││
│  ├──────────┼────────┼────────┼─────────┼─────────┤│
│  │ Voice    │   45   │   12   │   234   │    8    ││
│  │ Email    │   28   │   47   │   156   │    2    ││
│  │ Chat     │   31   │    8   │   189   │    5    ││
│  │ SMS      │   15   │    3   │    92   │    1    ││
│  └──────────┴────────┴────────┴─────────┴─────────┘│
│                                                     │
│  Agent Utilization by Channel                       │
│  ┌─────────────────────────────────────────────┐   │
│  │ ████████████░░░░░░░░  Voice: 65%            │   │
│  │ ███████████████░░░░░  Email: 78%            │   │
│  │ ██████████████░░░░░░  Chat: 71%             │   │
│  │ ████████░░░░░░░░░░░░  SMS: 42%              │   │
│  └─────────────────────────────────────────────┘   │
└─────────────────────────────────────────────────────┘

7.2 Key Performance Indicators¶

Channel-Specific KPIs:

KPI	Voice	Email	Chat	SMS
Service Level	80/20	90% in 4hr	80/120s	90% in 5min
First Contact Resolution	75%	70%	65%	60%
Average Handle Time	6 min	15 min	12 min	8 min
Customer Satisfaction	4.⅖	4.0/5	4.⅗	4.⅕
Agent Utilization	85%	75%	80%	70%

8. Self-Service Integration¶

8.1 Virtual Agent (Chatbot)¶

Dialogflow CX Integration:

┌──────────────────┐
│  Customer Input  │
│  (Text/Voice)    │
└────────┬─────────┘
         │
         ▼
┌──────────────────┐
│   Intent Match   │
│   (AI/NLP)       │
└────────┬─────────┘
         │
         ▼
┌──────────────────┐
│  Fulfill Intent  │
│  ├─ FAQ Answer   │
│  ├─ API Call     │
│  └─ Form Fill    │
└────────┬─────────┘
         │
    Resolved?
         │
         ├─ Yes ──► End conversation
         └─ No ───► Escalate to agent

Common Intents:

Intent	Confidence	Response
"check order status"	95%	API call → Order system → Return status
"reset password"	90%	Send reset link via email
"billing question"	70%	Escalate to billing queue
"store hours"	98%	Return hours from knowledge base

8.2 Knowledge Base Integration¶

Article Structure:

Knowledge Article: "How to Reset Password"
├─ Title: "Password Reset Instructions"
├─ Category: Account Management
├─ Tags: [password, reset, login, security]
├─ Content:
│   ├─ Step 1: Navigate to login page
│   ├─ Step 2: Click "Forgot Password"
│   ├─ Step 3: Enter email address
│   └─ Step 4: Follow email instructions
├─ Related Articles:
│   ├─ "Account Security Best Practices"
│   └─ "Two-Factor Authentication Setup"
└─ Feedback: 👍 87% helpful

9. Migration Strategy¶

9.1 Phased Channel Rollout¶

Phase 1: Voice (Weeks 1-4) - Migrate voice infrastructure - Train agents on voice-only desktop - Validate call quality and routing

Phase 2: Email (Weeks 5-6) - Implement email queue - Configure routing rules - Train agents on email handling

Phase 3: Chat (Weeks 7-9) - Deploy web chat widget - Configure proactive chat - Train agents on concurrent chat handling

Phase 4: SMS & Social (Weeks 10-12) - Implement SMS gateway - Configure social media integrations - Train specialized agents

9.2 Testing Strategy¶

Omnichannel Test Scenarios:

☐ Voice call escalated to email follow-up
☐ Chat session escalated to voice call
☐ Context preservation across channels
☐ Agent handling multiple concurrent channels
☐ Virtual agent handoff to live agent
☐ Customer journey across 3+ touchpoints
☐ CRM data synchronization across channels
☐ Reporting accuracy for all channels

Validation Checklist¶

Before go-live: