Summary
Chat is no longer a one-size-fits-all application: Different organizations are deploying it in myriad ways. Top-level considerations for the appropriateness of chat include business objectives such as goals (e.g., sales versus service) and engagement type (e.g., reactive versus proactive). Additionally, organizations increasingly define customer interactions through collaboration technology and escalation to phone. In spite of these general trends, there are several considerations that must be made when determining which type of chat implementation is most appropriate.
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