Best Practice Report

Transform The Contact Center For Customer Service Excellence

Executive Overview: The Contact Centers For Customer Service Playbook

January 15th, 2021
With contributors:
Ian Jacobs , Daniel Hong , Art Schoeller , Hailey Colin , Diane Lynch


Customer service is at a tipping point. Customers contact enterprises more often and via more channels; they shift between channels seamlessly and even use multiple channels simultaneously. Enterprises must transform operations with automation, AI, and knowledge — and transform their workforces to work side by side with AI. Forrester's contact centers for customer service playbook provides steps for application development and delivery (AD&D) pros to innovate and manage customer service operations. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.