In addition to cost, multi-channel customer service poses many other challenges for organizations, including synchronizing internal systems and processes, avoiding conflicts in business priorities across various units and aligning IT efforts. These challenges are compounded by the fact that most companies do not have one person responsible for the overall customer experience.
But according to Rai, no matter how large these challenges may be, one thing is certain: "The power has shifted to the customer and a business model that focuses on service. Organizations need to innovate, integrate and evolve the total customer experience or their competitors will beat them to it."
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