Expectations for customer experience (CX) continue to rise. Customers compare their experience with your business to their best experiences within and outside your industry. They expect simple requests to be taken care of quickly, and continue to reward brands whose agents succeed in resolving complex issues. Providing customers with options for how to get in touch of course makes sense but, in the end – they just want their issues resolved.

In this CCMA Good Practice Guide we outline how, instead of just offering new contact channels, organisations also need to focus on making sure that their existing channels work well.

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