How to make customer support a value add, not a cost

Customer service, whether it’s self-service or a human interaction, is often the most salient touchpoint of the entire customer journey. And in many cases, it becomes a focus of the customer experience (CX) only when things go wrong.  A frustration point for many customers is being put on hold in call centres. It starts with conflicting messages, where an automated system tells them their “call is very important” but then puts them in a queue for several minutes. The Australia

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