For the traditional call centre operator, the emergence of multi-channel communications into the customer service space has represented a major disruption.

It hasn’t yet, of course, affected everyone. The telephone is still by far and away the dominant medium for communication between businesses and customers, and depending on the nature of your business and your customer demographics, there may well be some time to go before that changes.

Enghouse InteractiveNonetheless, change is in the air. Research suggests that as many as one in five consumers prefer to use email to the telephone if they require service from a company, while one in eight would opt for web chat.

The point is, choice is viewed as one of the great bastions of customer service. If you subscribe to that view, you should really be putting your money where your mouth is and allowing customers the choice

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