The era of the digital customer requires seamless integration across systems
In a digital world, people engaging with brands increasingly want to be able to have synchronous conversations across multiple channels, in real time. However, without the right integration, this results in a fragmentation of engagements and a lack of visibility resulting in businesses not being able to measure whether they are achieving their service level agreements or not, and more broadly a degraded experience for customers.
This was a far simpler prospect in the past when the only way to contact an organisation was to dial a single number that led one to a switchboard operator, who would then transfer the caller to the right people or department, where the call would be logged. Today, a customer could follow up on a query via a WhatsApp chat or a chat widget on the company website; how [...]