Telecom Egypt’s evolution from multichannel to omnichannel CX

Moataz Ibrahim from Telecom Egypt explained how brands could create omnichannel interactions that always put the customer first

In a wide-ranging fireside chat at CXN Live: Omnichannel CX 2022, Moataz Ibrahim, head of digital customer experience at Telecom Egypt, started by defining the difference between multichannel customer experiences and omnichannel experiences, which represent more evolved, integrated brand interactions.

Ibrahim explained that multichannel systems involve different ways to interact with customers that may be disparate and not as efficient or integrated as they could be, describing them as “the old approach”. In contrast, he defined omnichannel customer experiences as covering “all systems and touchpoints” in a “holistic approach” that features “integrated technology to serve customers in a consistent way.”

Ibrahim outlined how Telecom Egypt was able to assess infrastructure gaps, leverage big data and the latest analytics technology to better understand consumer needs on a personalized level, and ensure this ambitious digital transformation project kept customers at the heart of every decision and implementation, without sacrificing return on investment.