Executive Summary (This is a document excerpt)

Competitive pressures are forcing both business-to-business and business-to-consumer organizations to maximize every customer interaction, leading to an evaluation of every aspect of the service delivery model. Whereas it was previously sufficient to treat each interaction as a distinct transaction with associated rules and procedures, leading organizations are now treating the breadth of channels as parts of a larger continuum. As a result, the distinction between customer service as an activity delivered through a call center and eService, delivered through self-service, email, and chat, is disappearing. Integration between channels, common underlying workflows and business rules, and seamless transitions between contact media will become the rule, rather than the exception.

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