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CCW Disruptive Technology Report: Live Chat

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Conclusion

It's About Elevating, Not Deflecting

As you develop and execute your chat strategy, do not fall victim to two misconceptions.

1. Do not dismiss chat as a low-touch option for "deflecting" transactional calls.

2. Do not mistake chat for an "acceptable alternative" to the voice channel.

Instead, adopt the disruptive approach. Recognize that the right chat technology and strategy allow you to not merely accommodate a growing customer channel preference but a higher standard for customer engagement.

A disruptive approach to chat helps your organization make good on the central objective of the omnichannel revolution: a fast, yet meaningful and valuable experience that happens on the customer’s terms. Your customers will not settle for chat because they have no other option or because they’re willing to trade quality for convenience; they will prefer chat because they know it delivers the best possible experience in a channel that just-so-happens to be easy and accessible. They will enter chat with confidence that they will receive the resolution they want and retain the power to later pickup the conversation in any other channel without missing a beat.

Indeed, they will sense the true power of the omnichannel revolution.

About the Author

Brian Cantor, Principal Analyst & CCW Digital Director Customer Management Practice

Brian Cantor is the principal analyst and director for CCW Digital, the global online community and research hub for customer contact professionals. In his role, Brian leads all customer experience, contact center, technology and employee engagement research initiatives for CCW Digital’s series of reports. CCW Digital’s articles, special reports, commentaries, infographics, executive interviews, webinars and online events reach a community of over 150,000.

A passionate advocate for customer centricity, Brian regularly speaks on major CX conference agendas. He also advises organizations on customer experience and business development strategies.