Today, there is an explosion of access alternatives and capabilities – the Web, direct dialup, interactive voice response (IVR) and kiosks. With all these service channels proliferating, customers are demanding multichannel service integration. It is critical because customers expect consistent service – no matter which channel they use – when they interact with a company.
Multichannel service integration is not a technical issue; It is a management issue. You have to get managers to look at the whole picture. The success of the individual parts must be defined in sync with the overall system. Otherwise each delivery channel may be considered a success but the delivery system as a whole is not.
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