With the growth of ecommerce and m-commerce over the last ten years, customers are utlitizing online or mobile channels for a quicker and easier experience. As a result, when it comes to providing high-quality customer service, businesses have shifted focus to these channels. However, these channels are only part of the equation. Businesses need to remember that online and offline experiences are connected, and the experience of one channel directly impacts the customer’s willingness to engage via another channel. As such, providing a seamless multichannel experience across all channels is critical to improving the customer experience overall.
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