The growing complexity of operating in the omnichannel world where customer relationship is all about understanding the customer experience is a huge challenge for all. The journey a customer has with a business typically crosses multiple functions and systems. Customers often wind up dealing with a number of experiences with inefficient communication in-between.

Customers demand accurate, relevant, and complete answers to their questions upon first contact – served up as effortless as possible – so they can get back to what they were doing before the issue arose. Customer service organizations have to deliver easy and effective service. If they don ’t, customers will leave the brand. They will also complain to their networks about their experience. These emotions can get rapidly amplified in the world of social media and ultimately lead to brand erosion.

However, if customer service organizations deliver service in line with expectations, customer satisfaction is boosted, which increases loyalty, customer lifetime value, and advocacy.