Contact centers are technically savvy, process-driven organizations and often the primary interface for clients and customers. They represent nearly every aspect of a business by being the “voice of the company” and wield the most influence in shaping the perception of the company brand.

A headset sits next to a telephone in a contact centre
Hand touches a mind map that symbolizes an omnichannel approach to customer service
Hands typing on a laptop keyboard in a custom service chat box as part of a contact center experience

How do contact centers differ from call centers?

While contact centers often encompass call centers, the terms are not interchangeable.

Contact centers involve more than just customer service representatives answering and placing calls. They are at the intersection of numerous channels, including call, live chat, web, and social media. In the past, call centers managed the customer experience via the telephone. As customer expectations evolve, companies are developing omnichannel or multichannel strategies to interact with customers through their channel of choice.

What is an omnichannel strategy?

Omnichannel refers to all customer-facing channels. An omnichannel strategy enables a positive and repeatable experience across channels. The goal is to offer a unified interaction across platforms, such as call, email, and web. The outcome is a seamless and integrated customer experience.

What is a multichannel strategy?

By contrast, a multichannel strategy treats each channel as a silo and a separate opportunity to engage. It enables a flexible customer experience, wherein a customer can engage with a company through their preferred channel. However, the brand experience is limited to the confines of the channel as each exists in isolation.

Burnie Group’s approach

Burnie Group sees the contact center as a strategic differentiator that drives customer experience. A company’s ability to successfully develop and maintain it can have a monumental impact on brand reputation and loyalty, and act as a key lever to drive revenue.

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“Burnie Group’s contact centre benchmark has exceeded our expectations. The approach and insights are far better than other benchmarks we’ve done in the past.”

SVP Contact Centre at a Top 5 Canadian Bank

“A number of Canadian banks have worked with Burnie Group to complete a contact centre benchmarking survey. I was impressed with the quality of work and information gleaned from the benchmark."

SVP and Head Global Contact Centres at a Top 5 Canadian Bank

“We really appreciate the experience and expertise that Burnie Group brings to the table. Burnie Group’s contact centre benchmark has helped us to make key strategic decisions.”

SVP Contact Centre at a Top 5 Canadian Bank

Our practice leader

Eli Federman

Eli Federman

Practice Leader, Omnichannel & Contact Centers

View Bio

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