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While pursuing digital transformations and AI revolutions, the customer contact community has to address a pivotal question: is the goal to fix today’s inefficiencies or markedly elevate tomorrow’s experience? Far too many brands focus on the former. Their motivation for self-service is to reduce inbound call volume. Their incentive for process automation is to remedy a few of the most obvious redundancies. Though important, these goals only promise short-term, incremental improvem...
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