In terms of its importance as a driver of growth, customer service is often given lower priority than other functions. However, no other business unit is capable of achieving as clear a picture of what customers are thinking.
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When customer has an urgent matter that needs to be resolved fast – the chosen service channel needs to be trustworthy, human and easy to approach. It’s not a chatbot or email, there’s no time to start typing or reading manuals. In most cases customer makes a call when distress is on.