The rules of engagement have changed. Customers no longer pick up the phone when they have an issue with your business. Instead, they’re communicating using multiple channels and multiple connected devices, often simultaneously.
Keeping track of every interaction is proving beyond many companies. Information from each touchpoint is being lost or kept in departmental silos. This means that when customers move from an online channel to a telephone call because they need some human assistance, they suffer the ‘start again’ effect – having to explain their problem again from the beginning.