Why the Contact Center Is Essential to the Customer Experience

Customers are increasingly comfortable with the digital-first experience when they have a question or problem, especially since the COVID-19 pandemic forced companies and customers to adopt digital experiences much more rapidly. Still, even with great strides in technology, the role of the customer support agent remains critical. Contact center agents must continue to make a good impression on callers to maintain customer satisfaction. Speaking to a representative is still the top preferred engagement channel for customers. While many customer queries can be answered with digital assistance, more complicated matters still require the personal touch.