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THE STATE OF DIGITAL CUSTOMER SERVICE IN 2018

How contact center leaders are planning to deliver digital-first customer service

INTRODUCTION

Many brands have rapidly elevated their customer marketing and outreach strategies by using cutting-edge technologies to personalize marketing messages delivered through the channels that their target customers most frequently use. The signs of a digital transformation are there: from mobile devices accounting for 61.9% of Google’s paid-search clicks to the staggering statistic that mobile devices drive 80% of global internet usage.

Despite this, the contact centers of these same brands are struggling to keep pace with customer expectations: 90% of surveyed contact centers currently support phone channels, 90% support email channels, and only 21.5% fully support SMS.

In December 2017 we surveyed over 200 enterprise contact center leaders to better understand the barriers hindering their organizations from delivering the digital-first customer service experiences that today’s customers expect. This report covers those challenges and what enterprise contact center leaders are doing to prepare for the digital future.

THE CUSTOMER SERVICE LANDSCAPE IS RAPIDLY EVOLVING

People around the world today are predominantly using modern messaging channels to communicate with each other. In fact, people spend 33% of their mobile time text messaging and 38% of their mobile time on social media channels.

These changes shouldn’t come as a surprise; consumers have been communicating with one another via SMS and social channels for over a decade. In fact, in 2017 people worldwide were sending 8 trillion texts a year, not including app-to-app messaging. Meanwhile, the text-based messaging landscape is continuing to rapidly evolve, with consumers turning to in-app and social media messaging for communication – both personally and with brands.

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