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The Last Digital Mile

The following post is a guest blog from Daniel Hong, Senior Director of Product Marketing Strategy at [24]7.

There will be 45 billion customer service calls in 2015 . That’s over 123 million calls every day! Having agents handling calls is not a scalable and sustainable model for delivering customer service in an increasingly digital world. Customers are expressing a strong preference for self-serve in digital channels, and companies today need to go the “last digital mile” to deliver optimum customer service.

What is the last mile in digital and why is it important? Typically, the “last mile” refers to the final leg of the telecommunications network which delivers connectivity to a retail customer. But, in today’s digital world where between 50-60 percent of customers prefer self-service solutions , the last digital mile now represents the coming together of customer-facing touch points with back-end infrastructure to provide a personalized and friction-less self-service experience for customers. Achieving this requires the integration of data, design, and experience to achieve superior business outcomes that enable you to thrive in the digital world.

The last mile in digital means transitioning from analog channels to deliver optimal digital self-service – and augmenting with assisted service – to deliver rich media interactions across devices and utilizing predictive analytics to anticipate the customer’s needs.

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