Customer behavior has changed dramatically over the years. More customers than ever are attempting to self-serve before picking up the phone. And the majority of customers are consulting sources outside of the company first, such as Google, Facebook, blogs, and friends or family.
Yet, although customers aren’t starting their service journey in company-owned channels, they are ending there.
Different starting and ending points indicate that while today’s customers expect to resolve issues on their own, there are many situations in which they cannot.