Summary
Most chat experiences are fine. When well implemented, wait times are short and answers are quick and relevant. However, chat has an opportunity to go far beyond having a live person extract knowledge base content and deposit it into an instant message box — it can be an outstanding customer experience. When chat is a meaningful interaction, it can bolster brand and boost loyalty. eBusiness and channel strategy professionals must understand that the contact center's culture can have a profound impact on the quality of a chat interaction and work with the contact center to ensure its culture takes chat from OK to outstanding.
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