Todayís consumer is almost ambivalent when it comes to customer service channels; this generation of shoppers simply wants service their way. Of course, some customers have a preference for one channel over another, but it appears thatís born out of experience more than anything else. What they arenít ambivalent about is the level of service they expect to receive. From the stories they shared with us, it seems that service informs who they choose to do business with in the future and which communication channel ultimately becomes their platform of choice when seeking service and support from retailers.
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