The pandemic has forced customers on to digital channels and many embraced it, demanding a better Customer Experience every time. Adopting a digital first mindset continues to be top of mind for brands and their contact centers. Optimizing the CX is one of the most exciting challenges facing organizations today. Investing in improving customer satisfaction helps retain customers and leads to cross-selling and up-selling opportunities.

However, maintaining a strong and consistent CX across all touch-points, channels and departments presents many obstacles.

• Are agents empowered to efficiently handle enquiries from a broad spectrum of customers across multiple channels?
• Is the CC technology helping to predict, guide the agent and solve each customer enquiry?
• Does the company see their CC as a cost or a revenue generator?
• Could it be that the CC is the brand's last real touch point, where a customer can be lost or a cross-sell made?