Digital channels for customer service—such as websites, mobile apps, and chat—can offer a multitude of benefits for both customers and companies: fast self-service, no waiting in phone queues for an agent, lower cost of service, and more. However, according to recent research, companies are often failing to deliver the capabilities that consumers need to answer their questions or complete their transactions in digital channels.

For years, companies have been tracking consumer attitudes and behaviors towards digital....

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